Lifestyle as cause and market: NCDs and Ayurveda care in Africa
In this paper I explore how the Indian Ocean is (re-)emerging as a region in the medical practice I have been tracing—new flows of Ayurvedic medicines from India to East Africa—not only as a trade route on the transoceanic axis between India and Africa, but also as a “shared world in turmoil” in whi...
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Frontiers Media S.A.
2025-07-01
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| Series: | Frontiers in Human Dynamics |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fhumd.2025.1539009/full |
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| author | Caroline Meier zu Biesen Caroline Meier zu Biesen |
| author_facet | Caroline Meier zu Biesen Caroline Meier zu Biesen |
| author_sort | Caroline Meier zu Biesen |
| collection | DOAJ |
| description | In this paper I explore how the Indian Ocean is (re-)emerging as a region in the medical practice I have been tracing—new flows of Ayurvedic medicines from India to East Africa—not only as a trade route on the transoceanic axis between India and Africa, but also as a “shared world in turmoil” in which the Indian diaspora, the Indian pharmaceutical industry, and Ayurvedic practitioners are creating new “lifestyle disease markets”. India-based pharmaceutical entrepreneurs from The Himalaya Drug Company and Charak Pharmaka are the most prominent distributors of Ayurvedic pharmaceuticals, extending their reach into Kenya through travel and Indo–African partnerships. Ayurvedic practitioners, many of whom belong to the Indian diaspora community in Kenya, as well as Kenyan therapists from the broader community, also play an important role. Their aspirations and efforts include the promotion of Ayurveda care in a variety of settings, from upscale Ayurvedic clinics to pharmacies and even slums. The “ancient Ayurveda tradition” promises to be a viable way to address the alarming rise of chronic non-communicable diseases (NCDs) on the continent such as diabetes, cancer, cardiovascular and mental disease, which are often referred to as “lifestyle diseases”. This choice of terminology suggests both agency and privilege and implies that their prevention, control, and management are amenable to behavioral changes in consumption patterns, diet, physical activity, and the use of Ayurvedic medicines. Using NCDs in Kenya as a case study, I shed light on the transformation of the Ayurvedic industry and new transnational pharmaceutical circuits through two lines of investigation. Firstly, by interrogating how formerly localized Ayurvedic producers and practitioners have become transnational entrepreneurs1 who strategically reinvent and tailor Ayurveda care as an “alternative modernity” for “modern” NCDs. Secondly, by critically exploring for which patients the attainment of a “wholesome lifestyle” and health consciousness is possible in the context of patchy chronic care infrastructure. I will provide an analysis that situates people's healing perceptions and therapists' practices within a field of possibilities shaped by health policies, the burgeoning burden of chronic disease, new market dynamics, and life conditions. |
| format | Article |
| id | doaj-art-7b0898fdc6f0429fb691da1e3fc756cf |
| institution | Kabale University |
| issn | 2673-2726 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Human Dynamics |
| spelling | doaj-art-7b0898fdc6f0429fb691da1e3fc756cf2025-08-25T13:46:55ZengFrontiers Media S.A.Frontiers in Human Dynamics2673-27262025-07-01710.3389/fhumd.2025.15390091539009Lifestyle as cause and market: NCDs and Ayurveda care in AfricaCaroline Meier zu Biesen0Caroline Meier zu Biesen1Faculty of Science, Athena Institute, Vrije Universiteit (VU), Amsterdam, NetherlandsUniversity of Leipzig, Leipzig, GermanyIn this paper I explore how the Indian Ocean is (re-)emerging as a region in the medical practice I have been tracing—new flows of Ayurvedic medicines from India to East Africa—not only as a trade route on the transoceanic axis between India and Africa, but also as a “shared world in turmoil” in which the Indian diaspora, the Indian pharmaceutical industry, and Ayurvedic practitioners are creating new “lifestyle disease markets”. India-based pharmaceutical entrepreneurs from The Himalaya Drug Company and Charak Pharmaka are the most prominent distributors of Ayurvedic pharmaceuticals, extending their reach into Kenya through travel and Indo–African partnerships. Ayurvedic practitioners, many of whom belong to the Indian diaspora community in Kenya, as well as Kenyan therapists from the broader community, also play an important role. Their aspirations and efforts include the promotion of Ayurveda care in a variety of settings, from upscale Ayurvedic clinics to pharmacies and even slums. The “ancient Ayurveda tradition” promises to be a viable way to address the alarming rise of chronic non-communicable diseases (NCDs) on the continent such as diabetes, cancer, cardiovascular and mental disease, which are often referred to as “lifestyle diseases”. This choice of terminology suggests both agency and privilege and implies that their prevention, control, and management are amenable to behavioral changes in consumption patterns, diet, physical activity, and the use of Ayurvedic medicines. Using NCDs in Kenya as a case study, I shed light on the transformation of the Ayurvedic industry and new transnational pharmaceutical circuits through two lines of investigation. Firstly, by interrogating how formerly localized Ayurvedic producers and practitioners have become transnational entrepreneurs1 who strategically reinvent and tailor Ayurveda care as an “alternative modernity” for “modern” NCDs. Secondly, by critically exploring for which patients the attainment of a “wholesome lifestyle” and health consciousness is possible in the context of patchy chronic care infrastructure. I will provide an analysis that situates people's healing perceptions and therapists' practices within a field of possibilities shaped by health policies, the burgeoning burden of chronic disease, new market dynamics, and life conditions.https://www.frontiersin.org/articles/10.3389/fhumd.2025.1539009/fullNCDsAyurvedaKenyalifestyle diseasepharmaceuticalization |
| spellingShingle | Caroline Meier zu Biesen Caroline Meier zu Biesen Lifestyle as cause and market: NCDs and Ayurveda care in Africa Frontiers in Human Dynamics NCDs Ayurveda Kenya lifestyle disease pharmaceuticalization |
| title | Lifestyle as cause and market: NCDs and Ayurveda care in Africa |
| title_full | Lifestyle as cause and market: NCDs and Ayurveda care in Africa |
| title_fullStr | Lifestyle as cause and market: NCDs and Ayurveda care in Africa |
| title_full_unstemmed | Lifestyle as cause and market: NCDs and Ayurveda care in Africa |
| title_short | Lifestyle as cause and market: NCDs and Ayurveda care in Africa |
| title_sort | lifestyle as cause and market ncds and ayurveda care in africa |
| topic | NCDs Ayurveda Kenya lifestyle disease pharmaceuticalization |
| url | https://www.frontiersin.org/articles/10.3389/fhumd.2025.1539009/full |
| work_keys_str_mv | AT carolinemeierzubiesen lifestyleascauseandmarketncdsandayurvedacareinafrica AT carolinemeierzubiesen lifestyleascauseandmarketncdsandayurvedacareinafrica |