Introduction to Herbal Exports from India
India’s herbal and Ayurvedic industry has witnessed exponential growth over the past decade, becoming a global supplier of natural health solutions. With a strong foundation in traditional medicine systems like Ayurveda, Siddha, and Unani, India has positioned itself as a world leader in herbal product manufacturing.
Europe, known for its strict health and safety regulations, has shown growing enthusiasm for natural, organic, and plant-based wellness products. This shift toward holistic health has opened vast export opportunities for Indian herbal producers.
In this guide, we’ll explore how Indian exporters can tap into this billion-dollar market — from regulatory compliance and certification to market entry strategies and government incentives.
Why Europe is a Profitable Market for Indian Herbal Products
Rising Health Consciousness Among Europeans
Europeans are increasingly choosing natural remedies over synthetic drugs. The trend toward “green medicine” and “clean beauty” has created strong demand for Indian herbal formulations. Post-pandemic, preventive wellness has become a lifestyle choice — driving a surge in sales of herbal supplements, immunity boosters, and skincare products.
EU Market Size and Growth Rate
According to Eurostat and Statista, the European herbal supplements market surpassed €7 billion in 2024, with Germany, France, and the UK as leading importers. The annual growth rate of 8–10% indicates a sustained appetite for herbal and natural products, making Europe one of the most promising export destinations for Indian manufacturers.
Understanding Herbal Product Categories
Exporting to Europe requires clarity on which herbal items are eligible. Broadly, the following categories dominate exports from India:
Ayurvedic and Traditional Formulations
Products such as Chyawanprash, Ashwagandha capsules, Triphala powders, and herbal tonics are in high demand, especially when they comply with EU safety standards.
Essential Oils, Extracts, and Dietary Supplements
Essential oils like neem, tulsi, lemongrass, and turmeric extracts are widely used in pharmaceuticals, cosmetics, and aromatherapy industries.
Herbal Cosmetics and Personal Care
The European beauty industry increasingly embraces herbal and chemical-free cosmetics. Products like aloe vera gels, sandalwood creams, and henna-based hair products are particularly popular.
Regulatory Framework for Exporting Herbal Products to Europe
Europe has stringent regulatory controls for all herbal products entering its markets. Exporters must comply with various laws under the European Medicines Agency (EMA) and the Traditional Herbal Medicinal Products Directive (THMPD).
EU Herbal Directive (THMPD)
The THMPD (Directive 2004/24/EC) governs traditional herbal medicines in the EU. It requires herbal products to be safely used for at least 30 years, including 15 years within the EU. Exporters need to provide scientific evidence of safety and efficacy before approval.
GMP, GACP, and ISO Certifications
Compliance with Good Manufacturing Practices (GMP) and Good Agricultural and Collection Practices (GACP) is mandatory. ISO 9001 and ISO 22000 certifications also enhance credibility and facilitate smoother approval processes.
Labelling and Ingredient Compliance
Product labeling must list botanical names, country of origin, dosage, and safety warnings. Any ingredient banned in the EU (like certain heavy metals) must be excluded. Labels should also be translated into the target country’s language.
Documentation and Legal Requirements for Exporters
Before shipment, Indian exporters must secure the following:
- Import-Export Code (IEC) from the Directorate General of Foreign Trade (DGFT)
- Product Registration Certificate from the EMA or respective EU authority
- Certificate of Origin (CoO)
- Certificate of Analysis (CoA)
- Free Sale Certificate (FSC)
- Phytosanitary Certificate (for plant-based products)
Each document validates the product’s authenticity, quality, and compliance with international trade norms.
Step-by-Step Process: How to Export Herbal Products from India to Europe
Step 1: Market Research and Target Country Selection
Identify countries with high herbal product consumption — Germany, France, and the UK are prime markets. Study consumer behavior, regulations, and competitor products.
Step 2: Product Formulation and Standardization
Adapt herbal formulations to suit European preferences, ensuring they are non-toxic, vegan, cruelty-free, and sustainably sourced.
Step 3: Regulatory Compliance and Certification
Obtain GMP, ISO, and THMPD certifications. Ensure labeling and documentation meet EU requirements.
Step 4: Documentation and Logistics Planning
Partner with reliable freight forwarders experienced in EU customs clearance. Prepare a shipment plan that covers storage, insurance, and delivery.
Step 5: Finding European Distributors or Buyers
Build partnerships through trade fairs, B2B platforms (like Alibaba, Europages, TradeIndia), and export promotion councils.
Customs, Tariffs, and Packaging Standards
Exporting herbal products to Europe involves navigating a complex web of customs regulations, import duties, and eco-friendly packaging standards. Understanding these elements helps avoid shipment delays and non-compliance penalties.
Customs Documentation and HS Codes
Every herbal product must be classified under a specific Harmonized System (HS) code, which determines the applicable import duties and taxes. For instance:
- HS Code 3003 – Herbal medicinal preparations
- HS Code 3301 – Essential oils
- HS Code 3304 – Herbal cosmetics and beauty products
To clear EU customs, the following documents are mandatory:
- Commercial Invoice
- Packing List
- Bill of Lading / Airway Bill
- Certificate of Analysis (CoA)
- Health Certificate (if applicable)
- Import Authorization (for restricted products)
Using an authorized customs broker can simplify the clearance process and ensure accuracy in documentation.
Sustainable and Eco-Friendly Packaging
Europe places a high emphasis on sustainability and environmental responsibility. Exporters must adhere to the EU Packaging Waste Directive, which mandates recyclable, biodegradable, or reusable packaging materials.
Avoid plastic packaging and use:
- Glass jars, paper tubes, or biodegradable pouches
- Eco-labels with product details and origin
- Recyclable shipping cartons
Sustainable packaging not only ensures compliance but also enhances brand value among eco-conscious European consumers.
Challenges in Exporting Herbal Products to Europe
Exporting herbal products to Europe can be rewarding, but it also involves several challenges that exporters should prepare for.
Regulatory Delays and High Testing Costs
The EU’s strict safety and quality testing procedures can delay market entry. Each product must undergo stability testing, microbiological analysis, and clinical validation, which can be time-consuming and costly.
Exporters should plan their budgets accordingly and factor in compliance expenses early in the business cycle.
Cultural and Market Preferences
European consumers are cautious and well-informed. They expect transparency about ingredients, sourcing, and safety. Therefore, exporters must adapt their marketing to local expectations — highlighting scientific validation, organic certification, and ethical sourcing.
Hiring local marketing consultants or partnering with European distributors can help bridge cultural gaps and tailor product positioning effectively.
Best Practices for Successful Herbal Exports
Following proven strategies can help Indian exporters gain a strong foothold in the European market.
Building a Strong Brand Presence in Europe
Brand identity is everything in Europe’s premium wellness market. To succeed:
- Focus on quality over quantity
- Obtain EU-recognized certifications (like COSMOS Organic, Ecocert)
- Highlight the Indian origin and Ayurvedic heritage of your products
- Build a localized website with language-specific pages (German, French, etc.)
Participating in European trade fairs such as Biofach (Germany) or Vitafoods Europe (Switzerland) can also improve brand visibility.
Leveraging Digital Platforms and B2B Marketplaces
The digital transformation in international trade has opened new avenues for exporters. Use platforms like:
- Alibaba, GlobalSources, and TradeIndia for wholesale buyers
- Amazon Europe, Etsy, or NotOnTheHighStreet for direct-to-consumer sales
- LinkedIn and Google Ads for targeted B2B marketing
An SEO-optimized website with transparent product details can build trust with European buyers and regulators.
Government Support and Incentives for Herbal Exporters
The Government of India actively promotes the export of herbal and Ayurvedic products through various agencies and schemes.
AYUSH Export Promotion Council (AEPC)
Under the Ministry of AYUSH, the AEPC supports exporters by:
- Organizing international exhibitions and buyer-seller meets
- Providing export training programs
- Offering assistance in regulatory documentation
- Facilitating market research and overseas collaborations
DGFT and Export Incentives
The Directorate General of Foreign Trade (DGFT) offers various incentives under the Foreign Trade Policy (FTP):
- Duty Drawback Scheme (refund of customs duties on re-exported goods)
- Merchandise Exports from India Scheme (MEIS) or RoDTEP benefits
- Interest Equalization Scheme (IES) for MSME exporters
Exporters should register with the Export Promotion Council for EOUs & SEZs to avail additional benefits.
Top European Countries Importing Indian Herbal Products
India’s herbal exports reach over 100+ countries, but a few European nations stand out for their high import volume and consistent demand.
Germany
Germany is Europe’s largest herbal medicine market, accounting for nearly 30% of EU herbal product imports. German consumers prefer scientifically backed herbal supplements and Ayurvedic remedies with certified ingredients.
France
France has a thriving aromatherapy and herbal cosmetics sector. French buyers value organic, eco-certified, and vegan-friendly products.
United Kingdom
The UK is a hub for Ayurveda-based dietary supplements and herbal teas. The post-Brexit market offers new trade dynamics, with opportunities for direct partnerships.
Italy
Italy’s herbal industry focuses on plant-based skincare and dietary supplements. Italian consumers are particularly interested in herbal formulations with Mediterranean and Indian roots.
FAQs on Exporting Herbal Products from India to Europe
1. What licenses do I need to export herbal products from India?
You’ll need an Import-Export Code (IEC) from DGFT, along with GMP, ISO, and AYUSH certification for your manufacturing unit.
2. Do herbal products need EMA approval before entering Europe?
Yes, if marketed as medicinal products. However, cosmetics and supplements may require registration with national authorities instead of the EMA.
3. How long does it take to get product approval in Europe?
Depending on the country, approval can take 6–18 months, considering documentation, testing, and label verification.
4. Are there any restricted herbs in the EU?
Yes, herbs like ephedra, aconite, and certain alkaloids are banned. Always consult the EU Novel Food Catalogue before exporting.
5. Can small-scale herbal manufacturers export to Europe?
Absolutely. Many small exporters succeed by partnering with local distributors or selling through B2C platforms.
6. Which are the most profitable herbal products to export?
High-demand products include Ashwagandha, Turmeric, Neem, Moringa, and Aloe Vera extracts.
Conclusion: The Future of Indian Herbal Exports in Europe
The demand for herbal and Ayurvedic products in Europe is stronger than ever. With increasing awareness about natural health, sustainability, and ethical sourcing, Indian exporters have a golden opportunity to expand globally.
By ensuring regulatory compliance, sustainable practices, and high product quality, exporters can establish a trustworthy brand presence in the EU market. The future is bright for Indian herbal companies that combine ancient wisdom with modern innovation.
