Ravi Prasad, President-CEO of The Himalaya Drug Company, heads an organization that has mined deep into the treasure-trove of India's ancient system of holistic healing, Ayurveda. Today, Himalaya's annual turnover stands at Rs.300 crore, of which 15 percent accrues from exports. In an interview, he tells Narayani Ganesh that the herbal market is "still young".

What is the basic difference between an allopathic drug and an Ayurvedic preparation designed to treat the same disease or condition?
Ayurvedic formulations consist of a combination of herbs, which retain their potency; enabling the release of active constituents over a longer period of time. They have inherent properties to heal and treat the illness in a comprehensive manner. In allopathic formulations, the molecule structure does not vary. But Ayurvedic formulations can differ, depending on the place, season and soil in which a particular herb is grown. Ayurvedic formulators should ensure that the herbs used conform to the quality requirements, delivering the properties consistently.

What does a consumer need to know when she buys an Ayurvedic product?
Though Ayurveda is the oldest system of medicine known to humanity, the herbal healthcare segment comprises an assortment of unorganized players. Unregulated products lack quality and purity, which results in consumers receiving sub-standard Ayurvedic products. The moral: Always stay with a brand you know and trust. Quality is everything.

Another concern is contamination. Herbs may have been grown using pesticides; they might have been fumigated in shipment; and they might contain foreign material. So it makes sense to buy brands that talk about the purity of their products. Look for a list of ingredients on the package and buy from reputable sources. Buying cheap or lesser-known brands, which don't carry the assurance of quality and batch-to-batch consistency, means you could end up with products or substances you didn't intend to take. Purchase only safely sealed bottles and check on expiry dates. Poor product labelling reflects a shoddy product. All herbal product manufacturers are supposed to follow established standards for food processing, known as Good Manufacturing Practices (GMPs).

Do Ayurvedic products undergo the same kind of pharmacological, toxicological and safety tests as do allopathic products ? Do you conduct clinical trials? How do you reconcile this ancient school of medicine with modern science?
We have pioneered the use of modern science to rediscover and validate Ayurveda's secrets. We employ cutting-edge research to create pharmaceutical-grade Ayurvedic products. The formulation procedure is an elaborate one. First, there is a literature survey of ancient scientific texts, followed by micro and macroscopial identification. Experimental trials include dosage development as well as tests of toxicity and stability. This is followed by clinical studies, based on the Helsinki declaration, in four stages. The protocols adopted adhere to WHO and GCP standards and have the approval of various ethical committees. All clinical trials are double blind randomized trials.

Where do you source your raw material from?
We only source herbs that are grown organically, or without the use of pesticides / insecticides. Our raw material comes from our own farms spread across the country. We are also in the process of training farmers on Good Agricultural Practices (GAP) to enable them to grow organic herbs. Through transfer of technology, we have set up manufacturing units in Syria, Egypt and Mexico.

Ayurveda doesn't seem to attract the young because it is, unlike allopathy, seen as slow-acting...
On the contrary, with life expectancy going up, the youth is beginning to realize the limitations of mainstream healthcare. Medical practitioners and consumers who earlier looked at the herbal system as an 'alternative', are now beginning to see it as complementary to the mainstream. High-stress lifestyles, cramped living conditions, and greater sensitivity to healthcare issues have created the need for natural remedies and herbal supplements because they are perceived as being safe and without side-effects.

We have 73 years of expertise in developing high quality pharmaceutical grade Ayurvedic products. Not only consumers, but even doctors across the world have evaluated and expressed their satisfaction with our medical formulations.

Has your research brought Ayurveda any closer to finding cures for, say, cancer or HIV/AIDS?
At Himalaya, we are working actively in the areas of malaria, cancer, HIV/AIDS and tropical diseases. But it would be premature to suggest a timeline for the introduction of Ayurvedic formulations for these conditions.

Is Ayurveda still being regarded as the healer of the last resort?
Ayurveda has witnessed phenomenal growth in the last two decades. It is gaining significant respect in the West, which is realizing the limitations of orthodox medicines and is ready to embrace the multi-faceted and holistic approach of herbal healthcare, by combining the wisdom of ancient Ayurveda with the knowledge claims of modern science.