Leveraging 52 plus

OTC formulations for vitality, memory enhancement and umpteen nutritional supplements receive high voltage marketing by leveraging the Ayurvedic tag. Manufacturing and marketing Ayurvedic medicines is also integral to many Ashrams (including Sri Aurobindo Ashram, Puducherry). Nurturing traditional knowledge systems is one thing, but commercial exploitation on account of people’s ignorance and absence of adequate calibration is another. How far our traditional yoga systems are sync with these products and how their large scale consumption has benefited the Indians vis-à-vis the Westerners is a subject which Sandeep might like to explore. [TNM55]