My Experiences with the Middle Way

My conscious search for the middle way started a few years back. I was deeply immersed in pain as I searched for water in dry terrains and desire to cultivate my crops in unfertile lands. I have always been a balanced, well-rounded, loving and loveable individual however I passed through a period of confusion, brokenness, war, depression and sadness that made me lose the path to inner peace and the middle way. The middle way is a deep belief, even a philosophy that professes a way of living that tries to avoid the extremes and aims for the centre and balance. The middle way is what helps the world, humanity and all living beings to move forward in peace and harmony. It is a constant and never ending journey of self­discovery and organic evolution. When you intensely feel and identify yourself with strong and destructive emotions you are meant to suffer and make others suffer along the way. Following the extremes, something that seems so common in this day and age, only leads to war and conflict. As Lord Buddha said, stay way from the extremes and move towards the centre as this is where the magic happens and all the colours of the rainbow appear. Being willing to listen, carefully listen, from your right and left ear rather than only one of them is the only way forward. It doesn’t matter how hard it gets, it is the only path worth pursuing to the end. It doesn’t matter how many years, decades or even centuries it takes to find common ground with others. It is worth untidying the not. Why is it worth it? It is worth it as you’ll safe precious lives including ourselves along the way. If you’re in deep pain and inner turmoil as I was years ago too. Please STOP to MEDITATE about your situation. Sit down to carefully listen to what your body, mind and spirit have to say. Your inner wisdom will lead the way of your healing journey. Connecting with your pain is the only way that exists to remove the nail that has caused you so much unnecessary suffering. This journey isn’t easy but it is the best way I know to heal within you so press forward. Don’t be afraid when you find yourself in the midst of it. You’re not alone. Your loves ones will be there to accompany you in this journey to salvation, in this journey to the midst of your core. Let your healing be a testament of good living. May your healing be your one and only priority in life so you can find beauty and light where previously darkness only existed. I wish you to rediscover the peace, love and compassion that has patiently waited for you in the depths of your soul. Let your pursuit of the middle way be a light in the dark for others. Let your contentment become the birth of a new world order and social consciousness, of an inner revolution to a more peaceful way of living. Let your healing journey lead the way to a new path of self-discover for yourself and others. Be the sword that cuts through the bushes and opens new and wide roads to a brighter future. Let the middle way naturally florish inside you. Let the light of your being emanate from the inside out so you can become the cool breeze that comes after a hot and torrid day. I encourage you not to STRIVE for the middle way. The more you look for it the less you’ll find it. Let it grow inside you as the seed of the plant already lives within you. Let this sprout grow untouched. Contemplate it, listen to what it has to say. Don’t accelerate the process unnecessarily as you might run the risk to kill it. However, make sure to LISTEN to its call as it is the word of God knocking at your door. Please don’t be scare to open the door. You’ll be safe in the hands of our creator. The ones who become the middle way are like the silence that reins on the mountains. The wind that caresses the fields of rice after a day of hard labour. The cold water that extinguishes even the most intense night fevers, the dawn that after the darkest hours, and the immensity of the Universe instead of the isolation that comes from walls and harsh disagreements. Break away from unnecessary prejudices, and open your heart to the beauty around you. Be abundance but not excess. Be love but not fear. Let fear vanish with the first lights of the day. Be communion and union instead of separation. The latter is just an illusion. Find comfort and peace in the moments of uncertainty and discomfort as it is there where collateral beauty appears. It is where doors close that windows with the most breathtaking views become wide open to the bare eye. Be the middle way my friend so you can bloom as a tool of gentle creation. As a tool of God. If you led the middle way to flourish inside you, you’re showing others a new way to live life and avoid unnecessary suffering on earth. Be a source of inspiration to yourself and to others. Don’t try to impress others in the process. Your actions will talk by themselves. Your journey to find your middle way will encourage others to find theirs.

India The Land of Ayurveda

Jaipur 03.03.24

I am two months into my India travels and as a yogi, athlete, foodie and market researcher I can't help but get excited with the large amount of ayurvedic products (i.e. good for your health) out there. You can find specially beauty care, health care and food related ayurvedic products. Research shows that 80% of all sales of Ayurvedic products come from India.

Ayurvedic products can be found virtually in almost every shop in the country. Even more predominantly in Southern regions such as Kerala, Goa, and Tamil Nadu where the warm weather allows to grow a wider range of herbs, fruits and vegetables compared to the Northern states.

Supermarkets, mini markets and mom & pop stores sell more mainstream options coming from big Indian brands such as Himalaya (my favourite one!), Dabur, Organic India, Indulekha (i.e. own by Unilever Hindustan) and Patanjali. Please a few examples below.

Specialised Ayurvedic shops (picture below) make their own products based on the health requirements of each person. 

Also, Ayurvedic massage parlours offer a service called "panchakarma" where natural products are used to treat illnesses.

Why Ayurvedic products and services are so popular in India? 

Ayurveda is an ancient Indian medicinal system. Ayurveda means the science and knowledge of life. 

The ayurvedic practice is five thousand years old and its roots are from India. 

Ayurvedic treatments are so popular as they can holistically heal you. It not only treat your illness (i.e. damage control) but also protect you (i.e. prevention). Western medicine is more focused on the former.

WHY is important to keep an eye on the ayurvedic products space?

Over the next decade, I think we are going to find more Ayurvedic related brands in Western countries. From my perspective, brands have understood that consumer behaviours and attitudes are shifting fast. 

"Western society is slowly but surely moving away from a "WELLNESS" oriented culture to a "WELLBEING" one where people actively decide to take care of their health in a holistic manner. Where finding balance amongst the body, mind and spirit and finding happiness is of paramount importance".

The above mentioned trend has accelerated worlwide after Covid-19 as people are focusing more on their diet, nutrition intake, and how they can possibly boost their immunity and overall health. 

Signs of the above mentioned shift can be observed across the board. Please find below some market size figures and facts that can help you understand the potential of this space.

• The global Ayurvedic market size is projected to reach USD 16 billion by 2028, from USD 7 billion in 2021, at a CAGR of 12% during 2022-2028.

• Pilates & Yoga Studios market size is anticipated to reach USD 1,121 Billion by the end of 2036, growing at a CAGR of 10% during the forecast period, i.e., 2024-2036. In the year 2023, the industry size of pilates & yoga studios was over USD 325 Billion."

• Puig, who's a large fashion and fragrance business is supporting the expansion of Kama Ayurveda into global markets including the UK in early 2023 

HOW can brands SUSTAINABLY capitalise on this?

In my opinion, the top 3 things international companies can do to sustainably capitalise on this are below.

• DRAW INSPIRATION from Ayurvedic brands in India but don't become a copycat. 

I suggest brands to define or redefine  their unique selling proposition based on their local heritage and the healing properties of the herbs & spices available in their region which are usually more fit to meet the health needs of that population. L'Occitane en Provence is the first Western brand that comes to mind in regards to that. The firm's unique selling proposition is supported by its know how using lavenders for healing/medicinal purposes.

An extra benefit of the above mentioned suggestion is that using local herbs & spices will help brands reduce their products carbon footprint.

• Get a thorough understanding of HOW to tap into the WELLBEING space as it's a lifestyle not an easy product choice.

Exploring what people understand by Wellbeing and in context of your brand is so important. From experience, wellbeing oriented brands are focused on communicating the end benefit of their products (e.g. herbal tea to relax and reduce anxiety) rather than talking about themselves and their product benefits (e.g. nutritional bar with 20 grams of protein and sugar free or shampoo with no parabens).

• Create a marketing plan (6 Ps) that is congruent with the Ayurvedic values and the protection of nature.

If brands want to be perceived as authentic in this space their marketing touch points need to transpire the Ayurvedic values so before introducing a new product into the market firms could consider to introduce plastic free or biodegradable packaging, get a B coorporation certification, etc.

I hope the above mention post sheds new light into this interesting topic. Also, keep an eye on this industry as I believe it will be a very active and exciting one check during the years to come.

Wishing you a blissful day!

Luis

Resources:

1) 8 Powerful Ayurvedic Herbs With Their Great Benefits

https://pharmeasy.in/blog/8-powerful-ayurvedic-herbs-with-their-great-benefits/

2) Is there a difference between Wellness and Wellbeing? 

https://www.meraki-bws.com/articles/is-there-a-difference-between-wellness-and-wellbeing#:~:text=According%20to%20the%20Oxford%20Dictionary,/psychological%20well%2Dbeing%27.

3) Ayurvedic Market Size In 2023 : Growth Opportunities and Future Outlook 2030

https://www.linkedin.com/pulse/ayurvedic-market-size-2023-growth-opportunities-future?utm_source=share&utm_medium=member_android&utm_campaign=share_via

4) Pilates & Yoga Studios Research by Research Nesters

https://www.researchnester.com/reports/pilates-yoga-studios-market/5414#:~:text=Pilates%20%26%20Yoga%20Studios%20Market%20size%20is%20anticipated%20to%20reach%20USD,was%20over%20USD%20325%20Billion.

5) A Spanish conglomerate acquires majority stake in Kama Ayurveda

https://www.vogue.in/beauty/content/puig-acquires-majority-stake-in-kama-ayurveda

6)https://www.financialexpress.com/business/industry-fmcg-firms-focusing-on-ayurveda-and-immunity-boosting-products-amid-pandemic-2427308/