Global entrepreneurship through ayurveda: An empirical study of holistic wellness as a sustainable business model

With the growing trend of adopting holistic treatments, Ayurveda in recent times has enjoyed a global scope. This study explores Ayurvedic and wellness entrepreneurial opportunities in view of global demand for natural medicines, sustainability, and personalized care. It assesses Ayurveda, its prospects, challenges, and the role of innovation in its commercialization. The research methodology included the analyses of primary data emanating from survey responses and secondary industry reports applying SWOT, PESTLE, Comparative, and Sentiment Analyses, along with Chi-Squared tests. The research results suggest that Ayurveda sustains a feasible global business model. The study outlines strategic pathways and policy suggestions for the promotion of Ayurveda in modern wellness markets.