Comprehensive Insights into the Adoption of Herbal and Ayurvedic Medicines in India: A Systematic Literature Review

Background: Herbal and Ayurvedic medicines, deeply rooted in India’s traditional healthcare systems, have gained global prominence due to increasing demand for natural and holistic therapies. Their adoption in India is shaped by cultural, social, economic, and health-related factors, yet a comprehensive synthesis of these drivers is lacking. Objective: This systematic literature review aims to consolidate insights into the adoption of Herbal and Ayurvedic medicines in India, exploring demographic trends, motivations, health conditions, influencers, and barriers, while identifying gaps for future research. Methods: A systematic search was conducted across PubMed, Web of Science, and Scopus for peer-reviewed articles published between 2000 and 2025, using keywords such as “Herbal medicine,” “Ayurvedic medicine,” “India,” “adoption,” and “consumer behavior.” Inclusion criteria encompassed studies on usage patterns, motivations, influencers, and barriers in India. Data were synthesized thematically, focusing on demographics, health applications, social influences, and market dynamics. Results: The review identified 45 studies highlighting widespread adoption across diverse demographics, driven by perceived safety (“natural,” “no side effects”), cultural traditions, and family influence. Common applications include general ailments (e.g., cough, cold), skin problems, and chronic diseases (e.g., diabetes, thyroid). Key influencers include family (parents, spouses), medical professionals, and, increasingly, digital media. Barriers include cost perceptions, limited awareness, and insufficient scientific evidence. The COVID-19 pandemic boosted adoption, particularly for immunity. Conclusion: Herbal and Ayurvedic medicines are integral to India’s healthcare, with adoption driven by cultural and health-related factors. Addressing barriers like cost, awareness, and evidence gaps through research, education, and policy can enhance their integration into modern healthcare.