Ayurveda in the Digital Era: Unveiling Cultural Consumption Trends
DOI:
https://doi.org/10.5281/zenodo.15124051Keywords:
ayurveda, digital platforms, globalization, consumer behavior, accessibility, authenticity, over-commercializationAbstract
The digital era has profoundly influenced cultural perceptions, practices, and consumption patterns, particularly in traditional medicine systems like Ayurveda. This study examines the cultural evolution of Ayurvedic medicine consumption in Kerala, a globally recognized hub for Ayurveda, exploring how digital platforms have transformed its accessibility, marketing, and perception while merging local traditions with global health trends. Using an interdisciplinary approach that integrates ethnographic studies, digital analytics, and consumer behavior analysis, the research reveals a dual impact of technology: fostering the global commodification of Ayurveda while simultaneously raising concerns about the erosion of its traditional essence. The findings highlight the critical role of online health influencers, e-commerce platforms, and wellness apps in reshaping Ayurvedic practices, especially among urban and diaspora communities. Additionally, the study delves into the interaction between Kerala's socio-cultural identity, the tourism-driven commodification of Ayurveda, and the consumer narrative shaped by digitization. It emphasizes the importance of policy measures to balance cultural preservation with innovation, ensuring the authenticity and accessibility of Ayurveda in a rapidly digitalizing world. By bridging tradition and modernity, this research provides valuable insights for healthcare stakeholders, policymakers, and digital entrepreneurs.
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Copyright (c) 2025 S Ayyappan, Mayan K Sreerudran
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