In the recent times, the AYUSH sector has been facing challenges with regards to various tall claims on product advertisements, leading to unwanted disrepute. Regulations require certain claims to be avoided as per relevant acts and also advisements have been regulated through recent rules. With a market size of approximately USD 23 Billion, about 9000 plus ASU drug manufacturers and over a Lac registered marketing companies, AYUSH sector has seen tremendous growth, especially in the last 10-12 years. Many start-ups have also created a new online space for AYUSH products and are seeing exponential growth. This growth is predicted to continue at the rate of over 15% and achieve big milestones in the coming years. However, poor compliance to regulations along with maintaining quality standards has always been a challenge to the industry. Reasons for such challenges have been identified as poor awareness and lack of professional guidance. It is also seen that business (marketing) prevails over science (Research and Development) often impacting sustainable growth.

In order to bridge the gap between industry and regulators, a neutral platform (The Nature Laws-TNL) was launched on the 26^th of April 2025 at India Habitat Center, New Delhi with participation from key leaders across AYSUH, Pharma, Research and Regulatory bodies, with gracious presence of Dr. Kousthubha Upadhyaya (Advisor, Ministry of AYUSH, Govt. of India) as the Guest of Honour and Dr. Rabinarayan Acharya (Director General, CCRAS) besides other dignitaries. Top Ayurveda company heads from Dabur, Himalaya, Emami, Dootpapeshwar, Multani Pharma, Marico, K Patel along with starts up like Kapiva, Sandook sutras actively participated in the Brain Storming session on regulations in the AYUSH sector and provided their valuable inputs and suggestions.