Main Article Content
Abstract
Ayurveda, which has 5000 years of existence, enjoys a growing recognition internationally as an alternate system of medicine. Now it is expanding its position to provide solutions for lifestyle and wellness related issues. In 2018, in India Ayurveda touched a market size of $4.4 Billion or Rs 30,000 crore, with an annual compound growth rate (CAGR) of 16%.. This study explains about the different elements in the entrepreneurial ecosystem, and their impact on the system, SWOT analysis of the ayurveda industry and opportunities for entrepreneurship in the ayurvedic sector in Kerala. The need to provide greater impetus for research translation and innovation, in the ayurvedic product and services development especially related to the pharmacological segment is also described, so that an entrepreneur can provide a value proposition to the society. It also throw lights on peculiarity of Kerala ayurveda, ayurvedic tourism industry in Kerala , supply chain related opportunities and other promising areas and importance of disruptive innovation and technology adoption required in the sector. Different initiatives taken by the various government agencies for revitalizing the sector for global leadership by promoting start-ups, scale up and cluster development are also described.