Assessing export barriers for India’s ayurvedic products in Gulf nations

Purpose Indian ayurvedic products have untapped potential due to the rising demand for natural wellness globally. However, its export to foreign markets faces notable challenges due to technical, non-technical, logistical, operational and policy-related constraints. This study aims to examine the barriers hindering the export performance of Indian ayurvedic products in the Gulf nations. This study also aims to provide actionable insights for policy and managerial interventions, enabling firms to capitalise on the growing demand for ayurvedic products in the Gulf region and foster cross-cultural trade collaboration. Design/methodology/approach By leveraging structural equation modelling through Smart PLS-3.0, this study thoroughly examines constraints hindering market access and export performance of Indian ayurvedic products in Gulf nations, using primary data collected through a well-structured survey conducted at Ayuryog Expo 2024. The survey, targeting exporters, logisticians and regulatory experts, focused on challenges such as non-technical barriers (NTBs); sanitary, phyto-sanitary and technical barriers (SPSTBs); operational barriers (OBs); logistical barriers (LBs); and export policy-related barriers (EPBs), utilising a five-point Likert scale to analyse interconnections and offer actionable insights. Findings The findings reveal that India’s Ayurvedic exports to the Gulf nations are significantly challenged by limitations related to NTBs; SPSTBs; OBs; LBs; and EPBs, each varying in its degree of impact. These challenges, compounded by stringent SPS measures, fragmented drug standards, complex approval processes, costly compliance, logistical inefficiencies, cultural gaps and limited market readiness, necessitate harmonised standards, streamlined policies and strategic investments for resolution. Research limitations/implications The specific limitations of the study include an India-centric scope, reliance on data collected at a trade fair and an exclusive focus on the ayurvedic medicinal system, excluding other complementary and alternative medicinal systems, such as homoeopathy, unani, siddha, naturopathy, hanbang, chiropractic, etc. Furthermore, the findings cannot be generalised in the context of regional variations, temporal constraints and overlooked micro-level impacts. Practical implications The findings offer insights to ayurvedic export firms on issues related to regulatory standards, product registration formalities and associated logistical and operational challenges. The study focuses on aligning business strategies with government policies, partnering with local logistics professionals, resolving technical issues, optimising supply chains and focusing on the market, all associated challenges aimed at improving competitiveness to boost export performance. Social implications The results highlight how India’s ayurvedic export firms can leverage the plant-based medicinal system to advance wellness and promote cultural exchange, increasing global appreciation for India’s healthcare. Furthermore, the findings demonstrate that India’s ayurvedic firms and policymakers can enhance access in Gulf markets while simultaneously improving public health, generating additional employment opportunities, promoting economic growth and fostering socio-economic progress, thereby benefiting a wide range of communities and stakeholders. Originality/value This study leverages primary data from India’s ayurvedic sector, combined with a diligent literature review to identify key constructs for analysis. Utilising Smart PLS-3.0 for data processing, it incorporates the results, policy implications and actionable suggestions, offering comprehensive insights and interventions to address sectoral challenges.