Odisha is turning to Gandhamardan hill, a quiet western Odisha landmark, to drive jobs and economic growth. The hill, rich in medicinal herbs, could soon become the centrepiece of the state’s push to emerge as a hub for ayurvedic and herbal medicine. The effort comes as the global ayurveda market is booming, projected to jump from $19 billion in 2025 to $46 billion by 2030, a TOI report by Riyan Ramanath V stated. Jogeswar Dharua, a local vaidya, sums up the sentiment: “A place where healing begins.”A living pharmacy
“Gandhamardan may not dazzle the eye like postcard peaks, but it is a living pharmacy, a sanctuary of traditional healing,” says Tekendra Jal, an activist working to conserve the hill. Local vaidyas set up small stalls stacked with herbal cures, foraging rare plants on daily treks up the slopes. Each journey, Jal adds, “adds to the hill’s mystique. No two visits are ever the same.”
The hill and its surroundings boast 2,200–2,500 species of herbs, 350 of which are considered especially important, according to Odisha’s State Medicinal Plant Board (SMPB).
A global visionThe state government plans to cultivate medicinal plants over 25,000 acres, aiming to make Odisha a leading producer while providing sustainable livelihoods. “In our five-year plan, cultivating medicinal plants over 25,000 acres at Gandhamardan would help establish Odisha as one of India’s leading medicinal plant-producing states while providing sustainable livelihoods for thousands of farming families,” said SMPB CEO V Karthik.
The idea gained momentum during the Pravasi Bharatiya Divas convention in Bhubaneswar in January, when non-resident Indians from Odisha highlighted Gandhamardan’s potential. Adrish Brahmadatt, an ayurveda professor at Mahidol University, Thailand, stressed urgency: “Gandhamardan’s rare herbs are dwindling — some are vanishing altogether. The SMPB’s strategy offers a lifeline for their collection and conservation.”
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Local roots matterTraditional medicine practitioners welcome the move. “For four decades, I have been trekking the Gandhamardan. From the Harishankar end of the hill to Nrusinghanath, the two ancient shrines, I’ve scaled the hill several times during my younger days. It is time we took the Gandhamardan herbs to the international market,” said Harishankar Seth, a vaidya.
At the same time, locals and environmentalists stress that the ecology and tribal communities must be protected. In the 1980s, a grassroots movement stopped a mining project by Bharat Aluminium Company (Balco). Today, Gandhamardan is a designated biodiversity heritage site. “More emphasis should be laid on scientific study and new mechanisms for the exchange of knowledge between locals and the global ayurveda experts,” said Bibhuti Bhusan Mund, secretary of Gandhamardan Vanaspati Vana Society.From local herbs to global brands
Odisha aims to blend traditional knowledge with modern innovation. Karthik said, “Gandhamardan will remain the focal point. We are set to establish strategic partnerships with institutions such as the Bengaluru-based Foundation for Revitalisation of Local Health Traditions, Institute of Rural Management Anand, and MS Swaminathan Research Foundation. Odisha is poised to take a lead in the herbal industry, blending traditional knowledge with modern innovation to build a thriving economic and ecological model.”
Initial funding comes from Odisha Forestry Sector Development Society (OFSDS), with expansion planned through collaboration with AYUSH and Panchayati Raj departments. Officials are also exploring branding options such as ‘Odisha Herbs’ and ‘Kalinga Herbs.’ “A strong brand identity must reflect quality, authenticity, and sustainability, while showcasing the state’s unique biodiversity,” said an SMPB officer.
The state is moving from wild collection to organised cultivation, forming community-based institutions to ensure sustainability and fair compensation for collectors. Officials said herb selection would consider market demand, cultivation feasibility, conservation status, and livelihood potential.
(Source: TOI)