– 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.