Harnessing the potential of ethnopharmacology for future medicines published in Journal of Ethnopharmacology 

How can traditional wisdom overcome the challenges of modern drug discovery? This article argues that Ethnopharmacology is essential for accelerating slow, costly, and failure-prone pharmaceutical R&D by leveraging a vast trove of traditional medicinal knowledge. Integrating this ancient wisdom with modern tools allows for the development of both novel candidates and complex multi-target synergistic formulations. Key strategies like Reverse Pharmacology and Ayurgenomics are highlighted as the necessary mechanisms to deliver safer, effective personalized therapeutics.