Healing Rooted in the Soil

Across Ethiopia’s sweeping highlands and arid lowlands, an ancient tradition continues to flourish: the use of stems, seeds, leaves, roots, and flowers to heal the body and protect the spirit.

For generations, communities—particularly those in remote or underserved areas—have relied on plant-based remedies where modern healthcare systems are limited or altogether absent. From household herbs to wild flora, traditional medicine remains an essential part of Ethiopian life.

Among the commonly used botanical treatments are lemon bush (known locally as Damakese), Acacia, Moringa (Shiferaw), Rue, Fennel (Ensilal), and Cinnamon. These herbs are believed to treat a wide range of ailments, including stomachaches, asthma, dysentery, malaria, headaches, skin conditions, and even spiritual afflictions like the evil eye.

The Ethiopian Public Health Institute has recognized dozens of such plants as having medicinal value. These include Agave sisalana (Alge Qacha), Abrus precatorius (locally called “dog’s tooth seed”), Ageratum (Ingudai), Aloe, and Albizia gummifera (Sendedo), all of which are widely used for disease prevention and traditional therapies.

Yet as demand grows, so too does the need for oversight.

Miresa Midaksa, a medical doctor and president of the Africa Food Safety and Health Service Professionals Cooperative, emphasized the importance of regulation. Since traditional medicine continues to play a significant role in Ethiopia’s health landscape, he says, “we must establish standardized dosages and proper regulatory frameworks to ensure it is safe and effective.”

Miresa also called for greater scrutiny of herbal treatments and dietary supplements imported from abroad. “We need to properly inspect these products to assess their safety and possible side effects,” he added.

In a world increasingly dominated by expensive pharmaceuticals and high-tech hospitals, a quiet yet powerful movement is taking root—one that looks to the past to move forward. Indonesia’s traditional herbal medicine industry is poised to make its mark in Ethiopia, the third African destination in its growing global journey.

From the island nation of Indonesia to the highlands of Ethiopia, one of Asia’s largest natural remedy producers, Sido Muncul—founded in 1951—has evolved from a humble home-based business into one of Southeast Asia’s most respected wellness brands. Company representatives spoke with The Reporter during their visit to Addis Ababa last week.

With a legacy spanning over seven decades, the company is best known for Tolak Angin, a widely consumed herbal supplement used to boost immunity and relieve cold symptoms. It has gained popularity not only across Indonesia but also in international markets including the Middle East, Southeast Asia, and parts of Europe.

Backed by nearly half a billion dollars in market value, Sido Muncul has already entered Nigeria and South Africa and now sets its sights on Ethiopia. According to Dr. Matthew Ika, International Business Development Manager, the company is recognized for preserving Indonesia’s herbal traditions. CNN honored Sido Muncul with a “Remarkable Preservation in Herbal Medicine Tradition” award for promoting the daily use of jamu—Indonesia’s indigenous herbal remedy.

Sido Muncul’s product line includes over 300 items addressing diverse health needs such as digestive wellness, diabetes management, improved sleep, headache and cough relief, and general immunity. The products stand out for their use of homegrown ingredients, sourced from partner farms to ensure quality, traceability, and sustainability.

Matthew says that forging strong partnerships is central to there strategy, as they look to partner with locals.

“Both Ethiopia and Indonesia are rich in biodiversity and cultural traditions,” he noted. “From the highlands of Sidama to the rainforests of Java, communities have long trusted the healing power of plants.”

While Ethiopia’s relationship with herbal medicine is deeply spiritual and reactive, Indonesia’s jamu culture emphasizes prevention. Encouraging daily use of herbal tonics and skincare could enrich Ethiopia’s public health and self-care practices.

“Our products offer comprehensive health solutions across all age groups—from maternity and childhood to adolescence, adulthood, and elderly care,” Matthew added. “We aim to introduce affordable herbal wellness to Ethiopian households.”

He claims encouraging preliminary discussions with Ethiopian officials, indicating interest in both importation and potential future local manufacturing operations.

In Indonesia, early symptoms are typically met with herbal remedies rather than hospital visits. This cost-effective practice may resonate in Ethiopia, where healthcare costs present barriers for many.

“Our organic products have passed clinical tests for safety and efficacy. I encourage Ethiopians to try them,” said Matthew. “Ingredients like ginger and garlic are already part of Ethiopian herbal traditions. That cultural familiarity gives us confidence our products will feel like a natural extension.”

He emphasized that the taste and aroma of their products suit Ethiopian preferences and believes they can significantly improve both health outcomes and household spending.

During their visit to Ethiopia, Sido Muncul’s international team met with Ethiopian business leaders, importers, and policymakers. The trip marks a major move in the company’s strategy to expand into markets where natural wellness aligns with cultural values.

In many Asian cultures, healing begins at home—with ginger tea, herbal poultices, or tonics passed down through generations. Sido Muncul hopes to share that philosophy with Ethiopian households, where traditional healing is already well respected.

Matthew sees Ethiopia as part of a broader movement: South–South collaboration in healthcare. As emerging economies seek to diversify their health systems and reduce dependence on Western pharmaceuticals, economically viable and culturally resonant alternatives become crucial.

“We respect Ethiopia’s traditional healers. There’s a strong cultural synergy between jamu and Ethiopian herbal practices,” said a representative from Sido Muncul’s international team. “Our goal isn’t to replace local traditions, but to complement them with science-backed, high-quality products.”

The company aims to spotlight Indonesia’s herbal and energy-boosting offerings as part of a global shift toward wellness-based living.

Furthermore, the initiative transcends mere awareness. Matthew indicates that Sido Muncul intends to establish accessible information and distribution networks, enabling Ethiopian consumers to directly experience their product offerings. The company will also closely monitor consumer interest as it evaluates subsequent strategic actions.

This initiative draws inspiration from established practices such as Traditional Chinese Medicine, Ayurveda, and Indonesian jamu, all of which emphasize healing through natural means.

A potential collaboration between Ethiopia and Sido Muncul could signify a transformative shift, integrating time-honored knowledge with contemporary advancements as Ethiopia seeks to fortify its healthcare infrastructure and provide accessible, cost-effective alternatives.

The company’s flagship herbal products include Tolak Angin for immunity, cold relief, and fatigue reduction; Kuku Bima Ener, a fruit-flavored energy drink with vitamins and ginseng; Natural Vitamin E Soft Caps for skin health and antioxidant protection; Libidione to enhance male vitality and stamina; Bilberry Carrot Capsules for eye health; Moringa Leaf Extract to regulate blood sugar and cholesterol; and Garlic Capsules to promote heart health and blood pressure management.

Matthew emphasized the importance of health, recognizing Sido Muncul’s established reputation for natural, organic herbal remedies, which are suitable for a broad consumer base. The company is exploring entry into the Ethiopian market, with plans to establish distribution channels and potentially a local production facility.