Strategic Marketing Model for Practice of Ayurvedic Medicine – a Case-study of Tiruchirapalli and Thanjavur Districts, Tamilnadu

India has 8000 plants with medicinal values, out of which 2200 have proven therapeutic properties, nurtured in the 25 biotic territories of the 10 bio-geographic regionsof the continent. Though ranked third it is lagging behind, in herbs-based medicines, and holds less than 2% (US$ 62 billion),of market share , whereas China with just 10% scientific base holds nearly one-third of the international market. This paper intents to analyze the status of Ayurvedic medicines using Porters Five Forces Model focusing on the marketing issues from the perspectives of the practitioners (doctors), distributors, service providers (hospitals) and the customers. 20 doctors, 25 distributors & retailers, and 25 customers from Trichy and Thanjavur districts which have relatively higher propensity for herbal medicine consumption, were employed and discussions elicited through personal one to one interviews. The findings of the study indicate that paucity of scientific endorsement (clinical tests) to be the most heavily felt impediment to Ayurvedic practice. With the presumption that scientific testing is feasible, implications for further research and marketing practice of Ayurvedic formulations have been presented.