Indigenous herbal offerings poised to become big biz

PATANJALI’S BLITZKRIEG

Would the Patanjali Ayurved brand which is making fast forays into the market prove to be a game changer for under-tapped indigenous medicinal and aromatic plants segment? The multitude of ayurvedic products ranging from healthcare and nutrients to cosmetics produced from home-grown resources being aggressively promoted by Patanjali have the markings of giving multinational companies a run for their money.

Though it is too early to gauge the credentials and efficacy of Patanjali products, one major positive that is likely to emerge from the rising popularity of the Patanjali brand is the resultant boost to credibility and marketability of products sourced from Indian medicinal and aromatic plants.

In a recent development, The Central Institute of Medicinal and Aromatic Plants (CIMAP) have been approached by Patanjali Ayurved for sourcing scientifically identified and validated plants. CIMAP is India's premier research institution involved in developing commercially viable varieties of herbs grown in the country in addition to promoting their cultivation among the farmers.

A memorandum of understanding (MoU) is on the anvil between the CIMAP and Patanjali. Disclosing this to The Hans India, Dr. J. Kotesh Kumar, Scientist-in-charge, CIMAP, Hyderabad, informed that Patanjali evinced interest in procuring the plant varieties being developed and promoted by the Institute. “On our part we are prepared to promote the cultivation of various varieties, especially aloe vera and aswagandha and facilitate the procurement in accordance with Patanjali’s requirement.

But this could be done only if the company provides market guarantee and assurance.” Such a collaboration assumes significance considering the fact that the lack of a systematic and established supply chain had proved to be a big impediment in promoting growth of herbal plants and products.

Though, something concrete has yet to evolve in terms of collaboration or a tie-up, such an eventuality would definitely provide impetus to the productivity and image of the Indian medicinal and aromatic plants. Speaking about the endeavours of CIMAP in promoting cultivation of these plants among the farmers in Andhra Pradesh and Telangana, Dr. Kotesh said the Centre had introduced' new aswagandha variety known as 'Poshita' in Kurnool and Anantapur in Andhra Pradesh. This variety was sown only on four acres in 2004 when it was introduced.

Now it is being cultivated on 10,000 acres. In Telangana we are introducing the new turmeric variety known as CIM-Pitamber, which was released earlier this year by the Prime Minister. According to Dr Kotesh, one of the major reasons for the farmers not taking up cultivation of these plants is the lack of marketing avenues and support. Telangana, in fact, is ideal terrain for medicinal and aromatic plants, due to its dry and rainfed nature of soil. But, there are not many takers because of lack of awareness about these plants and also non-availability of marketing avenues.

Perhaps, with such campaigns akin to the strategies unleashed by Patanjali to create market presence and demand, and consequently more players jumping into the fray, scientifically produced indigenously sourced and produced herbal offerings can mean big biz not only in the country, but also abroad.

By SATYAPALMENON