Vol. 11, Issue 11, Part A (2025)

Abstract
The Indian Ayurvedic market, valued at $16.51 billion in 2025, is projected to grow at a CAGR of 16.2% to $77.42 billion by 2035, driven by the increasing demand for natural wellness products. To analyze the competitive dynamics of this market, Porter's Five Forces Model is employed, which assesses the threat of new entrants, supplier power, buyer power, substitutes, and rivalry among existing competitors. The threat of new entrants is moderate, Supplier power is relatively low, Buyer power is moderate and the threat of substitutes is moderate, with consumers having options such as allopathic medicines, homeopathic remedies, and other natural products. Rivalry among existing competitors is high, with companies competing on factors such as product quality, pricing, marketing, and distribution. Four prominent Indian companies in the Ayurvedic and bio-tech herbal sector are Dabur India, Himalaya Wellness, Zandu Pharmaceuticals, and Vicco Products. Dabur India is a dominant player, Himalaya Wellness introduces innovative products, Zandu Pharmaceuticals focuses on heritage and traditional and Vicco Products is a niche player. These companies need to focus on product innovation, quality, and marketing to stay competitive. Distribution networks and brand recognition are critical factors in determining market share. Companies need to balance pricing strategies. By analyzing the competitive dynamics of these companies using Porter's Five Forces Model, we can gain insights into the strategic decisions that drive sustained competitiveness in the Ayurvedic and bio-tech herbal sector.