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When does the EFTA agreement take effect?
The market is currently niche but set to be reinforced by the India–European Free Trade Association (EFTA) Trade and Economic Partnership Agreement (TEPA), which takes effect from October 1. The EFTA bloc comprises Switzerland, Liechtenstein, Norway, and Iceland.
Swiss online retailers and yoga shops are increasingly marketing Rudraksha malas (prayer beads) not just as religious artifacts, but as tools for a secular spirituality. They are promoted with claims of offering “healing & protection” and the ability to “promote concentration,” the official added.
A Zurich-based online yoga store, for instance, sells a simple Rudraksha mala for nearly 50 Swiss francs, describing its power to “cool the body” and “act on the autonomic nervous system”. This reframing of a sacred object for the wellness market has opened a lucrative export channel, the official said.
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Who are the beneficiaries?
The beneficiaries are specialised Indian exporters—many of them long-standing, family-run businesses based in Haridwar, Delhi, and Jaipur. Firms like Himalaya Rudraksh Anusandhan Kendra have established global supply chains by sourcing authentic Rudraksha seeds and transforming them into finished jewelry.
Implementation of the TEPA provides a critical layer of security for this nascent industry. Under the terms of the pact, these sacred seeds, classified as agricultural goods, are now guaranteed a preferential duty rate of zero. “It provides Indian exporters with the long-term predictability needed to invest in their supply chains and gives Swiss importers the confidence to build stable, long-term relationships. It ensures that a sudden shift in policy cannot disrupt a market that is clearly demonstrating significant growth potential,” the official added.
In terms of value, Rudraksha exports remain modest, though the seeds are shipped to 34 countries. Canada is currently the largest market, followed by Sri Lanka and the US.