From Ayurveda to Instagram: The Hype and Hope of Ashwagandha

Let’s be honest: if your health advice is coming from someone who also just posted a dance challenge or a “What I Eat in a Day” video, it’s fair to ask some questions. In the last few years, the dietary supplement market has reached over sixty-nine billion dollars, with 5.2% growth in health supplements marketed through social media (Moloughney). Of these supplements, one that has risen to the top of the market is ashwagandha. Sold as a powder, softgel, pill, and even gummy bear, this supplement generated over an estimated 721.5 million USD in 2024 and is projected to reach 1.5 billion USD by 2033 (Grand View Research). With such massive popularity, the question remains—is ashwagandha yet another cash crop for alternative medicine or does it truly possess qualities that make it preferable to conventional medicine?

Ashwagandha, or Withania somnifera, isn’t exactly new. A staple in Ayurvedic medicine, a traditional Indian system of medicine practiced for over 3,000 years, Ashwagandha has been historically used to help manage heightened emotions such as stress and sleep deprivation. Specifically, it is categorized as an “adaptogen,” a type of substance thought to help the body handle stress more effectively. According to research from the NIH Office of Dietary Supplements, ashwagandha extracts have the possibility of reducing anxiety and improving sleep quality for certain people, which are appealing benefits in today’s high-stress world (NIH Office of Dietary Supplements).

Compared to modern medicine, the contrast is striking. Drugs like benzodiazepines and SSRIs are made to directly influence brain chemistry. Benzodiazepines boost the effects of GABA, a neurotransmitter that helps quiet the nervous system and ease anxiety. SSRIs help balance serotonin levels, which can stabilize mood and reduce symptoms of depression. These medicines are powerful and well-tested, but they’re not without drawbacks, ranging from drowsiness and weight gain to dependency or brain fog (Anxiety Association of America).

Ashwagandha takes a different approach. Rather than directly impacting neurotransmitter activity, it releases withanolides, a group of naturally occurring steroids which are believed to gently reduce cortisol levels and help balance other systems in the body. In a 60-day randomized, double-blind, placebo controlled study, 60 stressed but otherwise healthy adults were randomly allocated to take either a placebo or a standardized ashwagandha extract once daily. Those in the treatment group showed statistically significant reductions in morning cortisol levels, as well as improvements in anxiety scores, as measured by the Hamilton Anxiety Rating Scale (Lopresti et al.). Unlike benzodiazepines that directly influence GABA receptors, ashwagandha shows to be more supportive of our body’s regulatory systems rather than overriding them.

So how does Ashwagandha truly stack up against modern medications like SSRIs and benzodiazepines? Clinical trials cited by the NIH suggest modest but promising effects. For instance, participants consuming ashwagandha in capsule form at daily doses ranging from 240 to 600 mg showed noticeable improvements in stress and sleep within several weeks. However, while promising, the NIH emphasizes that “study results are mixed, and more high-quality research is needed to confirm these findings” (Lopresti et al.). Thus, Ashwagandha should maintain a broader wellness approach, not act as a replacement for modern medicine. While modern medicine offers precise results, backed by years of testing, regulation, and clear guidelines, ashwagandha doesn’t work as quickly or as predictably, but it takes a different path. Instead of targeting one detailed issue, it supports overall balance. For those dealing with everyday stress or trouble sleeping, it may offer relief without the stronger side effects that often come with pharmaceuticals.

It would be helpful for future research to compare how withanolides in ashwagandha differ from the mechanisms of modern medications, such as those that enhance GABA activity. Clarifying whether ashwagandha supports GABA function or primarily reduces stress hormones like cortisol could help define its proper use. Until then, its role should be seen as complementary to modern medicine, not a replacement.

It is difficult to say whether ashwagandha truly lives up to its social media hype. Many supplements thrive online by capitalizing on society’s relentless pursuit of instant solutions. Though ashwagandha may not be a “magic bullet,” its presence is beneficial as it challenges long-standing alternatives that have allowed large pharmaceutical companies to dominate the medicinal industry. Encouraging dialogue around supplements like ashwagandha challenges conventional medicine, promoting broader health perspectives and giving people more control over their health and well-being.

References

1. Moloughney, Sean. “The State of Supplements: U.S. Market Approaches $70 Billion.” Nutraceuticals World, 2 Apr. 2025, www.nutraceuticalsworld.com/exclusives/the-state-of-supplements-u-s-market-approaches-70-billion/.
2. Grand View Research. “Ashwagandha Supplements Market Size, Share & Trends Analysis Report By Form, By Distribution Channel, By Region, And Segment Forecasts, 2025–2033.” Grand View Research, 2025, www.grandviewresearch.com/industry-analysis/ashwagandha-supplements-market-report.
3. “Office of Dietary Supplements - Ashwagandha: Is It Helpful for Stress, Anxiety, or Sleep?” NIH Office of Dietary Supplements, U.S. Department of Health and Human Services, 2 May 2025, ods.od.nih.gov/factsheets/Ashwagandha-HealthProfessional/
4. Gomez, Angela F., and Stefan G. Hofmann. “SSRIs and Benzodiazepines for General Anxiety Disorders (GAD).” Anxiety and Depression Association of America, 26 June 2020, adaa.org/learn-from-us/from-the-experts/blog-posts/consumer/ssris-and-benzodiazepines-general-anxiety.
5. Lopresti, A. L., Smith, S. J., Malvi, H., & Kodgule, R. (2019). “An investigation into the stress-relieving and pharmacological actions of an ashwagandha (Withania somnifera) extract: A randomized, double-blind, placebo-controlled study. Medicine, 98(37), e17186. https://doi.org/10.1097/MD.0000000000017186