MULTIFACED AYURVEDA IN THE CONTEMPORARY WORLD

Abstract

The article analyzes the emergence of the phenomenon of “modern” Ayurveda as a result of the efforts of Indian revivalists in the 20th century, the emergence of an institutionalized and professional medical system that integrated certain aspects of biomedicine, in particular in the field of diagnostics and pharmaceutical products. The author shows that, having gone beyond India, Ayurveda has become a popular commercial brand. This type of “global” Ayurveda, returning back to India, led to its commercialization. Private Ayurvedic segment is not controlled by the Ministry of AYUSH, which leads to the emergence of a variety of institutions, both medical and tourist, where some modifications are possible to the Indian-built TMS (traditional medical system) based on Ayurveda.

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