Potential of marketing medicinal plants in Uttarakhand

Abstract

There is a large population all over the world who are dependent on medicinal plants for their primary healthcare needs. According to WHO, the international market of herbal products is estimated to be of the tune of US $62 billion which is poised to grow to US $5 trillion by the year 2050. The share of India is less than 1% in the world medicinal plant trade. Uttarakhand with its unique geographical location and rich heritage of traditional use of medicinal plants promises a good future, thus moving towards the ambitious goal of becoming a herbal state. There exists established markets in the state but is lacking in the field of marketing these produce. Steps like value addition, creating brand identity, product certification and a strong MIS (market information services) will help in effective marketing of state’s medicinal produce at national and global level.