India’s nationalist government has launched a campaign to promote the country’s ancient Ayurvedic therapies, cashing in on the multi-billion dollar global market for holistic medicine.

Prime Minister Narendra Modi wants the world to make Ayurveda a way of life and expand India’s share of the growing global market. In response to criticisms that Ayurvedic remedies have no proven curative properties for disease, Modi believes the alternative healing approach should be seen as complementary to modern medicine.

“Call it whatever – Ayurvedic medicines or herbal medicines or traditional medicines – the global market is estimated at about RM3 trillion (US$100bn, €81bn, £64bn) today,” former health minister Harsh Vardhan told a recent conference on Ayurveda in New Delhi, according to malaysiandigest.com

“India’s share in this is negligible because quality standards are not maintained to international specifications. The government has decided to address this lacuna,” added Vardhan.

The Hindu government, which came to power in May, has already announced plans to establish a state-funded Ayurvedic research centre and hospital. Earlier this month, Modi appointed India’s first minister for Ayurveda, yoga, naturopathy, Unani, Siddha and homeopathy (AYUSH ministry) – Shripad Yesso Naik. Modi has also called for an international yoga day.

Yesso Naik said recently he would make promoting Ayurveda a “high priority” as he began his newly-created role.

“We will do whatever it takes to make India a healthy India in the days ahead,” said Yesso Naik.

Parvez Dewan, the Tourism Secretary for the government of India, stated earlier this year that the Ministry of Tourism has drafted guidelines for wellness tourism, marketing Ayurvedic retreats and combatting seasonality.