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 Table of Contents  
EDITORIAL
Year : 2021  |  Volume : 6  |  Issue : 3  |  Page : 119-121

Global positioning and branding of Ayush food: Need of the hour


Editor-in-Chief, Journal of Drug Research in Ayurvedic Sciences, Central Council for Research in Ayurvedic Sciences (CCRAS), Ministry of Ayush, Government of India, New Delhi, India

Date of Submission12-Jan-2022
Date of Acceptance13-Jan-2022
Date of Web Publication25-Mar-2022

Correspondence Address:
Dr. Narayanam Srikanth
Director General (Additional Charge), Central Council for Research in Ayurvedic Sciences (CCRAS), Ministry of Ayush, Government of India, Janakpuri, New Delhi.
India
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Source of Support: None, Conflict of Interest: None


DOI: 10.4103/jdras.jdras_2_22

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How to cite this article:
Srikanth N. Global positioning and branding of Ayush food: Need of the hour. J Drug Res Ayurvedic Sci 2021;6:119-21

How to cite this URL:
Srikanth N. Global positioning and branding of Ayush food: Need of the hour. J Drug Res Ayurvedic Sci [serial online] 2021 [cited 2022 Sep 27];6:119-21. Available from: http://www.jdrasccras.com/text.asp?2021/6/3/119/340870



India has a rich tradition of varied food practices in different parts of the country. There is a lot of similarity between Ayush dietetics and traditional food practices in India. Good life, health, and wellness can be achieved by the judicious intake of ahara (wholesome diet). Science of Ayurveda strongly emphasizes “Medical management is effective and inclusive when advocated with planned dietary regimen.” Food and nutrition forms the basis for the etymology of the human body as signified in Ayurveda transcripts. The Sanskrit synonyms denoting the human body such as kaya, deha, and sareera are indicative of nutrition dynamics and diverse metabolic aspects of nutrition [Figure 1]. Ayurveda emphasizes the principle of maintaining a positive health, which is a blend of physical, mental, social, and spiritual well-being of an individual through three important factors viz. aushadha (drug and therapies), ahara (wholesome diet), and vihara (lifestyle practices).[1],[2],[3]
Figure 1: Sanskrit synonyms denoting human body

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In Ayurveda, the concept of food and nutrition is a holistic approach and far beyond the modern perspective of nutrition. Ayurveda concept of ahara not only covenants with eating nutritious food but also deals with various major factors like taking suitable matra (the measure of food), agnibala (digestive power), anupana (adjuvant), and personalized diet based on prakriti. The most distinctive concepts explained as code of conducts are as follows: ashtaharavidhivisheshayatanani (eight aspects that are to be considered while recommending the food), dvadashashanapravicara (twelve factors defining quality, frequency, and functions of a food), ritucharya (dietary regimen in accordance with six seasons), and in different stages of life and different disease conditions, thus showing the well-established knowledge on food and health in Ayurveda.[4],[5]

Ayurveda has a great intonation on the quality of nutritious food as rasayana (preventing degenerative changes), balya (strength, stamina, and immunity promoter), brimhana (provides deficient nutrient), jeevaniya (maintaining longevity), and vajikarana (maintaining vitality and vigor). The basic science of Ayurveda nutrition is a structured science, which deals with nutrition dynamics, prophylactic nutritional interventions, nutraceuticals, dietetics, and recipes. Ayurveda promotes selection of fresh food, preparation of food by combining compatible food items, and use of herbs and spices to enhance the flavor and taste of the food. Ayurveda advocates that the quality of the food also regulates emotion, mental agility, and mental vigor. There are various types of prepared food/recipes mentioned in different ancient texts such as angarakarkari (food cooked on earthenware and burning charcoal); kulmasha (boiled and spiced grains/boiled grains of barley); khanishka (a type of meat preparation); odana (boiled rice); krishara (gruel made with sesamum, rice and black gram); lajamanda (scum of parched paddy); payasa (rice cooked with milk); peya (light/liquid gruel); manda (supernatant of boiled rice); bhrishta tandula (fried grain preparation); ghritapura (wheat flour kneaded with milk, coconut, and sugar and cooked in ghee) kurcika (solidified inspissated milk); madhushirshaka (fine wheat flour solidified by cooking, sweet, and with ghee); veshavara (preparation with meat, fruits, fat, vegetables, sesame paste, and honey); and vilepi (thick gruel), which are in practice even in present times.[6],[7],[8],[9],[10]

Ayurveda-based nutritional principles and recipes may serve as an important resource to considerably contribute in modern nutraceutical industry. Promotion of such unique food recipes based on Ayurveda principles can significantly contribute to the management of major nutritional problems including PEM (protein energy malnutrition) such as marasmus (balasosha) and kwashiorkor (parigarbhika). According to the latest findings of the National Family Health Survey-5, malnutrition has been considered a major health issue, which needs to be addressed.[11] Endorsement of “ready to eat” Ayurveda-based dietary recipes are the need of hour for healthy and happy life. Considering this, the Central Council for Research in Ayurvedic Sciences (CCRAS), Ministry of Ayush has taken several initiatives for global positioning and branding of traditional food recipes. The Food Safety and Standards Authority of India (FSSAI) in collaboration with the Ministry of Ayush is exploring the possibility of setting standards for Ayurvedic ahara, traditional Ayurvedic foods, as a separate category. Ministry has also launched a composite nutritional guideline as “Ayush Dietary Advisory for Kuposhan Mukt Bharat,” which has been endorsed by the Ministry of Women and Child Development (MoWCD) to improve nutritional outcomes in children, pregnant women, and lactating mothers. The Council has also developed certain research-based formulations to be used as Nutrition Supplement and published Ayurveda-based diet and life Style Guidelines for Prevention and Management of various common diseases. The Council is also engaged to organize “Poshan Maah” through its 25 Clinical Institutes to promote “Ayush Aahar” in the country. Recently, the Council has also undertaken initiatives to develop Ayush Aahar through Research and Development and their branding and popularization.

Narayanam Srikanth

Editor-in –Chief

Journal of Drug Research in Ayurvedic Sciences

Financial support and sponsorship

Nil.

Conflicts of interest

There are no conflicts of interest.



 
  References Top

1.
Dangayach R, Vyas M, Dwivedi RR. Concept of ahara in relation to matra, desha, kala and their effect on health. Ayu 2010;31:101-5.  Back to cited text no. 1
[PUBMED]  [Full text]  
2.
Srikanth N, Haripriya N, Tewari D, Mangal AK. Nutritional discipline in Ayurveda: Prospective for translational research. World J Pharm Pharma Sci 2015;4:586-605.  Back to cited text no. 2
    
3.
Traditional Food Recipes from Ayush Systems, Ministry of Ayush, Govt. of India. Available from: https://main.ayush.gov.in/traditional-food-recipes-from-ayush-systems/. [Last accessed on 2021 Dec 28].  Back to cited text no. 3
    
4.
Sushruta Samhita. Nibandhasangraha commentary of Shri Dalhanacharya. In: Trikamji AJ, editor. Uttara. 7th ed. Vol. 64. Varanasi: Chaukhamba Orientalia; 2002. p. 812.  Back to cited text no. 4
    
5.
Charak Samhita. In: Sharma P, editor and translator. Vimana Sthan. Chapter 1/21. Vol. 1. Varanasi: Chaukhambha Orientalia; 2004. p. 305. (Reprint)  Back to cited text no. 5
    
6.
Yadavji Trikamji Acharya, editor. Charaka Samhita of Agnivesha, Chikitsa Sthana; Grahni Chikitsa. Chapter 15 Verse 39–40. Varanasi: Chaukhambha Surabharati Prakashan; 2016.  Back to cited text no. 6
    
7.
Chunekar KC, Pandey GS. Bhavprakash Nidhantu. Varanasi: Chaukhambha Bharati Academy; 2006.  Back to cited text no. 7
    
8.
Tripathi RD. Astanga Samgraha (Sutrasthana) Varanasi: Chaukhambha Sanskrit Pratisthan; 2006.  Back to cited text no. 8
    
9.
Sharma PV, Sharma GP. “Kaiyadeva Nighantu”. Varanasi: Chaukhambha Orientalia; 2006.  Back to cited text no. 9
    
10.
Srikanth N, Prasad GP, Venkateshwarlu B, Shiddallayya N, Sridevi V, Shruti K, et al. Nutritional Advocacy in Ayurveda: A Pictorial Guide. 1st ed. Hyderabad: National Institute of Indian Medical Heritage, Central Council for Research in Ayurvedic Sciences; 2021.  Back to cited text no. 10
    
11.
Jagriti C. Centre Pushes AYUSH to Combat Malnutrition. New Delhi: The Hindu; 2021, February 16. Available from: https://www.thehindu.com/news/national/centre-pushes-ayush-to-combat-malnutrition/article33852918.ece. [Last accessed on 2021 Dec 28].  Back to cited text no. 11
    


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