NEW DELHI: Once primarily used for spiritual purposes in India, Rudraksha seeds are now gaining popularity in Switzerland, driven by demand from both the Indian diaspora and local Swiss, an official said.
“It is still a niche market, but the India-EFTA Trade and Economic Partnership Agreement (TEPA), coming into force on October 1, is expected to strengthen it,” the official added.
India and the four-nation European Free Trade Association (EFTA) signed the agreement on March 10, 2024. In 2024-25, India exported Rudraksha seeds worth Rs 0.97 crore.
“Switzerland’s Indian community of over 27,000 provides a base market, but the key driver is the growing wellness and mindfulness trend among Swiss consumers,” the official noted.
Swiss online retailers and yoga stores now market Rudraksha malas (prayer beads) not just as religious artifacts, but as tools for secular spirituality. A Zurich-based online yoga store, for instance, sells a simple Rudraksha mala for nearly 50 Swiss francs (around Rs 4,650), touting its ability to ‘cool the body’.
“This repurposing of a sacred object for the new-age wellness market has opened a lucrative export channel,” the official said, highlighting that Indian exporters—often long-standing, family-run businesses in cities like Haridwar, Delhi, and Jaipur—are the main beneficiaries.
Companies such as Himalaya Rudraksh Anusandhan Kendra have built a global trade by sourcing authentic Rudraksha seeds and transforming them into finished jewelry. For these exporters, the Swiss market offers high-value opportunities, where authenticity is highly valued and consumers are willing to pay a premium.
