India seeks to cash in on global demand for ancient remedies

While some may be sceptical on Ayurvedic medicines, others swear by them as daily cures. Either way, India hopes that getting an international market for the traditional meds would help the country

India’s new government has launched a drive to promote the country’s ancient therapies as it seeks to cash in on the multi-billion dollar global market for holistic medicine.

India claims to have natural remedies for everything from cancer to the common cold, but ministers say it has failed to capitalise on its traditions as the world has woken up to alternative medicine.