How Indian Ginseng is growing deeper roots

India’s agricultural advancements, supported by modern technology and sustainable practices, have significantly improved crop quality and yield, ensuring a steady and high-quality supply of Ashwagandha. Additionally, the global rise in recognition of Ayurveda has positioned India as a leader in herbal wellness, allowing it to expand its export footprint and promote innovative
Ashwagandha-based products in international markets. Let’s explore further.

At a time when a majority of the population is some way or the other under the influence of stress and strain, supplements in various forms are seen to be a game changer. The use of Ashwagandha in supplements is noteworthy.

Thanks to various nutraceutical and ayurveda companies, Ashwagandha is being offered to the population in the form of various health supplements. The growth of Ashwagandha in India is attributed to a combination of deep-rooted tradition and modern consumer demand.

The Ashwagandha market is slowly gaining its entry into the Indian market. An increased trust in herbal products for wellness, global trends, scientific validation, and government support to promote native herbal solutions for global health problems. Data Bridge Market Research data mentions that the Indian Ashwagandha market valued at $9.04 million in 2024 is projected to grow at a CAGR of 17.78 per cent in 2032.

The evergreen shrub
Ashwagandha (Withania somnifera) is also known as Indian ginseng. Known since ancient times, the roots of the plants have been used for ages in Ayurveda and Unani medicines.

India cultivates ~80 per cent of the global Ashwagandha supply, with Madhya Pradesh in the lead followed by Rajasthan, Uttar Pradesh, Punjab, Haryana and Maharashtra. The Indian market also benefits from proximity to cultivation zones, availability of
standardised raw materials and increasing investment in clinical research by Indian companies to validate its benefits.

Factors fuelling growth
With the Indian population largely under the influence of stress and various lifestyle diseases, the role of Ashwagandha has become prominent. In India, traditional Ayurvedic demand, increased trust in Ayurveda for stress, immunity and vitality and fitness influencers are actively promoting Ashwagandha for mental well-being. There has been clinical evidence of cortisol reduction.

Various government initiatives like PLI schemes and Ayush Visa for herbal products to boost exports are helping the sector to grow. Globally there is a rising demand for adaptogens in the US and Europe and there has been a rise in Ashwagandha exports in 2020–2024.

According to Volza’s India Export data, India exported 1,695 shipments of Ashwagandha from October 2023 to September 2024. These exports were made by 196 Indian exporters to 816 buyers, marking a growth rate of 26 per cent compared to the preceding twelve months. Within this period, in September 2024 alone, 236 Ashwagandha export shipments were made from
India. This marks a year-on-year growth of 84 per cent compared to September 2023 and a 93 per cent sequential growth from August 2024.

Post covid there has been a rise in the consumption of supplements and this has made companies to focus more on extracting Ashwagandha and offer various forms of supplements.

Health benefits
Drugs manufactured from Ashwagandha roots aid in treating rheumatic pain, inflammation of joints, nervous disorders and epilepsy. The dried roots are used as a tonic for hiccups, colds, coughs, female disorders, as a sedative, in care of senile debility, ulcers, etc. Leaves are applied for carbuncles, inflammation and swellings while juices from leaves are useful in conjunctivitis. Bark decoction are used to treat asthma and applied locally to bed sores.

Ashwagandha has its application in various forms of beverages.The extracts are used in the preparation of herbal tea, powders, tablets and syrups. The availability of ashwagandha in convenient, easy-to-consume formats—such as teas, gummies, ready-to-drink beverages, effervescent tablets, and health shots—has further boosted its appeal across all age groups.

An expert committee under the Chairmanship of Dr Shiv Kumar Sarin, Chancellor, Institute of Liver and Biliary Sciences, New Delhi has recognised the potential of Ashwagandha and has published a comprehensive safety dossier on the herb to aid scientists and scholars.

A recent double-blind, placebo-controlled study showed remarkable results in PubMed shows that women who took 300 mg of ashwagandha extract twice daily experienced significant relief in psychological, somato-vegetative and urogenital symptoms of perimenopause, as measured by the Menopause Rating Scale. The quality of life improved, estradiol levels rose, and FSH and LH decreased — all signs of better hormonal balance.

This apart, the latest clinical study of Somin-On, an ashwagandha withanolide extract standardised to Sominone, highlights its potential for improving memory and cognitive function in adults with mild cognitive impairment (MCI). Somin-on is the newest addition to Arjuna Natural, a leading manufacturer of standardised spice and botanical extracts for food supplement industries.

Ashish Kumar, Senior Manager, PMT (Product Management Team), Zeon Lifesciences, “In contrast to many modern pharmaceuticals, which can cause side effects, lead to dependency, and pose risks with long-term use, Ashwagandha offers a plant-based, non-habit-forming alternative. It is vegan-friendly, gentle on the body, and delivers holistic benefits without the risk of withdrawal symptoms or toxicity. Its natural profile, combined with ease of use in formats like capsules, teas, and gummies, makes it an increasingly attractive option for health-conscious consumers seeking safe, sustainable ways to manage stress and anxiety.”

Major players
There are numerous players with more than 200 Indian manufacturers with around 50 major brands dominating exports. According to Volza.com, Shri Kartikeya Pharma holds a 66 per cent share followed by Botanic Healthcare holding 9 per cent share and PHARMANZA HERBALS holds 5 per cent share.

Key players in the Ashwagandha extract market:
 KSM- Ashwagandha is another trusted player providing scientifically validated Ashwagandha in the world.
 Himalaya Wellness is another market leader and exports to 100+ countries.
 Patanjali has a mass-market reach with affordable formulations. Organic India focuses on organic, USDA-certified products.
 Miror, a leader in women’s health and wellness, has products Bliss, MILY, Thrive and PCOS Care made from Ashwagandha. The company has an upcoming range of stress relief and joint pain relief that will include Ashwagandha.
 Herbochem, a bulk herbal extracts manufacturing company, has a patented ingredient called +91Ashwagandha with enhanced bioavailability and traceability for global markets specially optimised to manage mental health.
 Zeon has many innovative formulations with Ashwagandha as one of the main ingredients like stress relieving, testosterone booster, memory enhancer, immunity boosters, weight gain, muscle strength, and many more. These formulations are
available in various dosage forms like tablet, capsule, syrup, shots and powder.

Lack of rigorous regulation
In India, Ashwagandha is regulated under the Ayush Ministry and FSSAI as a food supplement, not the Drugs Controller General of India (DCGI).

There are risks associated with lax regulation. A 2023 study by Journal of Dietary Supplements found that 30 per cent of Ashwagandha products had significantly lower withanolides than claimed. Withanolides are the key bioactive compounds in ashwagandha (Withania somnifera) responsible for many of its purported health benefits. There were reports of contamination where heavy metals such as lead, arsenic and pesticides were detected in some Indian exports. Mislabelling is another
major issue.

Says Dr Yashawant Kumar, Founder and CEO, Benefic Nutrition, “There isn’t any mandatory standardisation. Products aren’t required to disclose withanolide content, the key active compound, leading to wild variations (e.g., 2 per cent vs. 10 per cent in tested brands). In the US, it is classified as a dietary supplement (DSHEA Act), meaning no pre-market FDA approval is needed. The EU requires Novel Food authorization, but enforcement is patchy.

Mentioning about the concerns, Amit Srivastava, Founder and Chief Catalyst, Nutrify Today mentions, “The concern is valid, and the industry must take it seriously. While India has made strides with FSSAI guidelines for nutraceuticals, enforcing quality standards remains inconsistent across the board. This leaves space for products that may use substandard or adulterated extracts, damaging consumer trust and undermining legitimate players’ credibility. Standardisation, traceability and scientific validation are non-negotiable if Ashwagandha is to hold its ground globally. The answer lies in industry-led self-regulation, transparent labelling, third-party certifications, and investments in quality assurance infrastructure.”

Sanjith Shetty, Founder & CEO, Miror, holding similar views on the same, observes, “Since it is not regulated as rigorously as pharmaceuticals, there is still too much room for inconsistent quality, underdosing, or even contamination. That’s why our formulations are developed by scientists, validated by doctors, prescribed by women’s health experts, and manufactured to meet FSSAI standards for safety and quality. We encourage women to choose reputable, tested, and standardised ashwagandha products — and to look for transparent brands that share their sourcing, potency, test results, and certifications.”

On the product safety front, AI-assisted analytical tools can detect contaminants, identify adulteration, and even model shelf stability under various conditions. AI is a powerful tool that could support both precision agriculture and precision formulations moving forward. In the case of Ashwagandha, AI models can help predict optimal harvest windows by analysing climatic, soil, and phytochemical data.

While agreeing that there is a regulatory gap in standardisation and enforcement, especially across global markets, Karthik Kondepudi, Head of Business Development, Herbochem says, “Responsible manufacturers have an opportunity and obligation to lead with integrity. We believe voluntary adherence to pharmaceutical-grade quality benchmarks will become the norm. Also, regulatory frameworks are catching up, with growing scrutiny on label claims and safety data. Until regulations mature, it’s the industry’s responsibility to self-govern through transparency, consistency, and science-backed formulations.”

Quality safeguards
Experts believe that standardising active compounds, adopting pharmacopoeia standards, tech-driven transparency, blockchain traceability, quality checks by using AI/ML to detect adulteration, etc can help to bring in more clarity. Stricter enforcement, third-party certifications for example ISO, GMP, and USDA Organic certifications for exporters and heavy penalties for mislabelling as mentioned in FSSAI’s 2025 draft rules for nutraceuticals, can help the Ashwagandha market grow
to newer heights.

Consumer education is the need of the hour to create more awareness regarding the benefits of Ashwagandha. Even though India’s current approach helps market growth, it’s unsustainable without quality safeguards. While the Ayush Ministry’s 2023 ‘Herb-Pharma Convergence’ initiative is a step forward, mandatory standardisation is critical.

Sanjiv Das
sanjiv.das@mmactiv.com