Authentic Ayurvedic Recipes to Launch in Indian Markets to Combat Lifestyle Diseases

Authentic Ayurvedic recipes will soon be available nationwide, aiming to reduce lifestyle diseases like malnutrition, diabetes, and hypertension. This initiative was discussed at the 10th World Ayurveda Congress during a session titled "Ayurveda Ahara: Food is medicine, but medicine is not food." A high-level committee is finalising production and marketing strategies for these Ayurvedic foods.

The project, launched under the Ayurveda Aahar Regulations 2022, involves collaboration with the Food Safety and Standards Authority of India (FSSAI) and other agencies. The panel includes Prof Mita Kotecha from NIADU Jaipur, Prof Tanuja Nesari from the All India Institute of Ayurveda, New Delhi, and Prof Anupam Shrivastava from the National Institute of Ayurveda, Jaipur.

Ayurvedic Recipes and Market Strategy

There will be 700 recipes strictly adhering to Ayurvedic texts, along with others allowing conditional deviations for variety. This approach aims to compete with the mega food sector. The initiative seeks to revive traditional Indian foods that have been replaced by unhealthy processed products impacting public health.

Prof Mita Kotecha highlighted that this initiative could significantly address hunger, malnutrition, and obesity. It also aligns with development goals set by the World Health Organisation and the United Nations. Prof Tanuja Nesari noted that the proposed Ayurveda food segment offers vast opportunities.

Technological Integration and Marketing

The sector will incorporate modern food technologies while maintaining essential Ayurvedic principles. Nutritionists and Ayurveda experts will ensure that foods retain their traditional values. Marketing strategies will mirror those of fast-moving consumer goods (FMCG), utilising food aggregators for widespread availability in eateries, including star hotels.

Other session speakers included Kashmath Samagandi from Morarji Desai National Institute of Yoga, New Delhi, and Dr Ashwathy P from the National Institute of Ayurveda, Panchkula. They emphasised that this initiative could transform India's food landscape by promoting healthier options rooted in ancient traditions.

This effort aims to offer healthier alternatives to processed foods, potentially improving public health outcomes across India. By leveraging modern marketing techniques and distribution channels, these Ayurvedic foods are expected to reach a broad audience.