The herbal and Ayurvedic OTC (Over-The-Counter) market in India is expanding rapidly. OTC products are medicines and wellness items that people can buy without a doctor’s prescription, such as herbal immunity boosters, digestive aids, pain relief balms, and beauty care products.
1. Strong Market Growth
India’s herbal and Ayurvedic OTC market is growing steadily. According to recent industry reports, this market is expected to grow from about $69 million in 2025 to around $118 million by 2033, with a compound annual growth rate (CAGR) of around 6.5%. This means the market is expected to nearly double in value over the next decade.This growth is faster than global trends, showing that traditional Indian wellness products are becoming more popular both within India and internationally.
2. What’s Driving the Growth?
Several major factors are fueling the expansion:
Consumer Health Awareness
More Indian consumers now prefer natural, chemical-free products for everyday health and wellness, such as Ayurvedic herbs like Ashwagandha, turmeric, and giloy.
Millennials and Gen Z buyers are quickly adopting Ayurvedic OTC products — often in modern formats such as gummies, effervescent tablets, and easy-to-use supplements.
Digital Sales and E-Commerce
Online sales are helping the market grow fast. Many OTC products are now sold through e-pharmacies and online wellness stores, making these traditional products easy to buy.
Popular Product Categories
Some commonly used OTC herbal and Ayurvedic items include:
Chyawanprash (immune support)
Ashwagandha supplements (stress & energy)
Herbal personal care products
Functional foods and wellness supplements
3. Challenges Facing the Market
Despite strong growth, the sector still faces challenges:
Regulation — many new products face regulatory hurdles, which can slow approvals.
Clinical Validation — only a small share of products have strong clinical proof, which can hurt credibility.
Quality Concerns — the quality and consistency of some herbal OTC products vary widely.
4. Broader Industry Trends in India
The growth in herbal and Ayurvedic OTC products reflects a bigger trend in India’s wellness and traditional healthcare industries:
- The Ayurvedic products market overall is large and expanding, driven by people’s trust in natural remedies and a cultural preference for holistic health.
- Urban and semi-urban consumers are especially interested in premium, certified organic Ayurvedic products.
- The Indian government supports traditional medicine sectors like Ayurveda, which helps market growth and awareness.
5. The Future Outlook
- As more people become health-conscious, demand for herbal OTC products will likely rise further.
- Online platforms and new product innovation will continue to make Ayurvedic products easier to find and use.
- The industry may see greater scientific research and clinical validation, helping build consumer trust.
Overall, the herbal and Ayurvedic OTC market in India is growing strongly, driven by traditional knowledge, new consumer habits, and evolving product formats — and it is expected to remain a significant part of the country’s healthcare market in the years ahead.