India is increasingly promoting its ancient system of medicine, Ayurveda, as a tool to extend its diplomatic reach and cultural influence. At a recent event, Prime Minister Narendra Modi highlighted a Kenyan woman’s recovery of sight after Ayurvedic treatment, using the story to illustrate the nation’s expanding “Heal in India” campaign. The initiative is designed to cast India not only as a manufacturing hub but as a global destination for wellness and traditional healthcare services.
More than 30 countries have begun integrating Ayurveda into their health systems or wellness tourism sectors. In India, the discipline is being woven into public hospitals, research programmes and export-oriented clinics. The strategy signals a shift from purely economic soft-power tools to cultural and health-oriented diplomacy.
However, the push has drawn scrutiny. Critics argue that some Ayurvedic practices lack rigorous clinical testing and caution against overstating outcomes. The move also intersects with political debates in India, where traditional medicine often overlaps with nationalist sentiments.
Through the promotion of Ayurvedic hospitals, international patient referrals and wellness exports, the Indian government is betting on health heritage as a foundation for influence. The effort reflects a broader vision: to transform centuries-old traditions into mechanisms of modern global engagement.
