Is the megatrend passing Ayurveda by again?
Hardly a day goes by without new articles on the megatrend of „healthy longevity“, formerly known as anti-ageing. Just new packaging for an old package? Not quite, because longevity research has been receiving a great deal of support for some years now.
From genetic analyses, stem cell therapies, laboratory tests and hormone replacement therapies to micronutrients and key molecules, intermittent fasting and microbiome regulation, VO2max and biohacking - the list of relevant topics seems limitless.
Unfortunately, they rarely honour and include their original source: Ayurveda. And unfortunately with increasing alienation from human values. Ageing is viewed in a modern, very technical way, almost everything is measured and „corrected“ according to need. But there is much more at stake, namely a deeply spiritual experience of transience.
Ayurveda is one of the oldest systems of medicine and the humanity's first structured „anti-ageing medicine“. I prefer the term "well ageing", as it is about healthy and happy ageing. Ayus means healthy longevity and Veda is the holistic knowledge of it.
The most important ancient compendium, the Charaka Samhita, states:
„A person who undergoes rejuvenation therapy (Rasayana) attains longevity, memory, intellect, freedom from disease, youthfulness, lustre, radiance, voice, excellent potential of body and sense organs, respect and brilliance.“
Who doesn't long for these outstanding qualities?
And yet even many Ayurveda fans and even some professionals do not realise the true dimension of this topic.
As one of the eight Ayurvedic specialities, the concept of Rasayana Measures to support healthy ageing and targeted disease prevention at all ages. Rasayana can be carried out on an outpatient and inpatient basis.
This can often prevent, delay or mitigate diseases such as diabetes mellitus, arteriosclerosis, cardiovascular diseases, degenerative developments in the musculoskeletal system and nervous system.
Why does Ayurveda receive so little attention in its core discipline?
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What have we already left behind?
From an economic perspective, megatrends are characterised by a) the supply of new technologies, b) growing demand and c) capital flows and investments.
All three criteria have been clearly and sustainably met in the healthy longevity market since 2021, says Prof Dr Dietmar Grichnik from the renowned University of St. Gallen, who conducts economic research on this topic.
Unfortunately, this is not the first time that Ayurveda has stood idly by and watched the success of „new trends“ that it itself has created!
Eight examples of this are
- the understanding of salutogenesis and pathogenesis,
- intermittent fasting and autophagy,
- the avoidance of chronic inflammation (silent inflammation),
- the importance of our intestinal health,
- the therapeutic relevance of healthy oils and fats,
- the systematics of detox cures and elimination procedures,
- the use of antioxidants and effective medicinal plants such as curcuma, frankincense or piperine from black pepper,
- the care of our senses and the importance of stimulus control.
Everything is actually original Ayurvedic, but hardly anyone knows about it. And those who create new trends from these topics often don't even mention where they originated historically.
Now we could get upset about this. However, it would be wiser to look for answers to this question: how can and where do we need to communicate Ayurvedic developments and findings better?
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Rasayana - source of longevity medicine
What is so unique about the 2,000-year-old Rasayana concept?
Its embedding in a large, perfectly thought-out system.
Its physical, sensual, psychological and spiritual dimensions.
It begins with the cleansing of the body: on an outpatient basis through individual elimination procedures or on an inpatient basis as part of a complete Panchakarma cure with three phases. Without this preparation, Rasayana is compared to dyeing a dirty cloth.
After cleansing, the Rasayana measures are selected individually. Substance-based (diet, oils, medicines) and non-substance-based (behaviour, mind training) methods are used.
And as a highlight, there is even a dark room retreat (Kutipraveshika), in which physical measures are combined with spiritual practice in a shielded environment. Unique and once again Ayurvedic!
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What do we need to do?
In order to act as a driver of important health trends in the future, we need to communicate Ayurvedic concepts more clearly, scientifically and comprehensibly. Less Sanskrit, more connection to modern research. Point out similarities and differences to Western medicine.
And at the same time preserving its own tradition and system. Ayurveda follows its own logic of recognising causes, diagnostics, prevention and therapy. Based on the doctrine of five elements, three physical forces (Vata, Pitta, Kapha), three mental qualities (Sattva, Rajas, Tamas) and many other anatomical and physiological approaches.
These are not unscientific, but traditional. They enable a change of perspective on health and provide answers to many questions that are ignored by modern medicine.
However, a health system as comprehensive as Ayurveda must also have the strength to recognise its own weaknesses or misconceptions. Not everything that was described 2,000 years ago is still valid today.
It is particularly important for Ayurveda practitioners with their own practice to present themselves more professionally and provide information in the digital media. There is a lot of catching up to do here, as social media in particular is dominated by laypeople. As long as this remains the case, we will have problems with professionalism.
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Rasayana in the sense of Well Aging and Healthy Longevity is a huge opportunity for Ayurveda to finally gain the respect and breakthrough it has hoped for and deserved - among end customers and in scientific circles.
After more than four decades, let's not miss this opportunity and show everyone that healthy and happy ageing is not a question of luxury and wealth, but much more: a human right!
