From Prostate Health to Hair Growth: what Elephantorrhiza Elephantina Teaches us about Indigenous Knowledge Commercialisation

Africa’s Indigenous Knowledge Systems (IKS) continue to reveal valuable opportunities for biotechnology, natural product innovation, and phytopharmaceutical development. One compelling example is Elephantorrhiza elephantina, a medicinal plant historically used across southern Africa to treat bladder conditions, urinary tract infections, infertility, wound healing, and other ailments.

For generations, traditional healers recognised the therapeutic value of this plant, particularly its distinctive red roots, long before scientific investigation began to validate its medicinal properties. Today, Elephantorrhiza elephantina represents an important example of how Indigenous Knowledge can evolve into commercially viable, science-backed health products when supported by strong research, strategic repositioning, and thoughtful commercialisation.

Scientific interest in the plant grew due to its widespread ethnomedicinal use, prompting researchers to investigate its phytochemical profile and therapeutic potential. Studies identified flavonoids, tannins, and other phenolic compounds with antimicrobial, anti-inflammatory, and antioxidant properties. More importantly, research conducted by a national research institute and collaborators revealed that extracts from the plant inhibited the 5-alpha reductase enzyme, which plays a key role in converting testosterone into dihydrotestosterone (DHT), a hormone linked to both benign prostatic hyperplasia (BPH) and male pattern baldness.

This discovery opened an unexpected commercial opportunity.

Initially developed as a potential treatment for prostate health, the product was later strategically repositioned for androgenic alopecia, or hair loss. This shift proved commercially significant. While pharmaceutical treatments for prostate conditions face extensive regulatory hurdles, hair restoration products often fall within cosmetic or non-prescription categories, creating faster pathways to market with lower development costs and broader retail potential.

The case illustrates an important lesson in Indigenous Knowledge commercialisation: sometimes success lies not only in scientific discovery, but in recognising where the market opportunity is strongest.

Equally important was the emphasis on sustainability. As concerns emerged around overharvesting of roots, efforts shifted towards leaf-based formulations where possible, helping reduce ecological pressure while maintaining product efficacy. This demonstrates how responsible natural product development must balance commercial opportunity with biodiversity conservation and long-term supply security.

The success of Elephantorrhiza elephantina also highlights the importance of institutional collaboration. Scientific research, intellectual property management, manufacturing partnerships, and commercial strategy all played important roles in transforming a traditionally used medicinal plant into a market-ready product with broader global potential. A national research institute provided scientific infrastructure, while a local pharmaceutical company supported downstream product development and manufacturing.

For innovators, universities, and researchers working with Indigenous Knowledge-based products, the story offers several important lessons. Strong science matters, but successful commercialisation also depends on regulatory navigation, intellectual property strategy, sustainability planning, and market positioning. Perhaps most importantly, it shows how adaptive thinking and product repositioning can unlock entirely new commercial pathways.

At Maravion, we believe Indigenous Knowledge Systems hold enormous potential for biotechnology, natural products, and innovation-driven growth in Africa. Through commercialisation strategy, techno-economic analysis, market assessment, and innovation advisory, we support researchers and organisations in transforming traditional knowledge into ethical, sustainable, and commercially viable opportunities.

Because successful Indigenous Knowledge commercialisation is not only about preserving tradition. It is about building globally competitive products rooted in Africa’s scientific and cultural strengths.

FROM PROSTATE HEALTH TO HAIR GROWTH: WHAT ELEPHANTORRHIZA ELEPHANTINA TEACHES US ABOUT INDIGENOUS KNOWLEDGE COMMERCIALISATION