The Union Ministry of Ayush has entered into a Memorandum of Understanding (MoU) with the Ayush Export Promotion Council (AYUSHEXCIL) and quick-commerce platform Zepto to facilitate structured online access to Ayush medicines and wellness products across India. The collaboration seeks to strengthen digital discovery of traditional healthcare products while ensuring regulatory compliance, quality assurance, and consumer trust.
The MoU marks a significant step in integrating India’s traditional medicine systems with modern digital commerce platforms, reflecting the government’s broader push to align heritage healthcare practices with contemporary distribution models. It is also expected to open new market avenues for Ayush manufacturers, particularly micro, small, and medium enterprises, by enabling their entry into the rapidly expanding digital retail ecosystem.
Addressing the occasion through a video message, Union Ayush Minister Prataprao Jadhav said innovation-driven Indian startups were playing an increasingly important role in improving last-mile access to trusted wellness products. He said partnerships with credible digital platforms such as Zepto demonstrated how technology could be responsibly leveraged at scale to connect India’s Ayush heritage with transparent, efficient, and convenient distribution channels.
The Minister noted that the initiative aligned with the Prime Minister’s vision of integrating India’s traditional knowledge systems with modern digital infrastructure. Such collaborations, he said, empowered consumers by offering informed choices while simultaneously creating new economic opportunities for Ayush manufacturers, without compromising on quality, safety, or regulatory standards.
The MoU was signed in the presence of Rajesh Kotecha, Secretary, Ministry of Ayush, and executed by Anurag Sharma, Chairman, AYUSHEXCIL, and Kaivalya Vohra, Co-founder and Chief Executive Officer of Zepto.
Rajesh Kotecha said ensuring product quality, regulatory compliance, and public trust remained a key priority for the Ministry of Ayush. The collaboration, he noted, had been designed to strengthen quality assurance mechanisms, including promotion of the Ayush Quality Mark, while enabling responsible dissemination of accurate and science-backed information on Ayush systems and practices. He added that such measures were essential to safeguard consumers and reinforce credibility in both domestic and international markets.
Anurag Sharma said the partnership would create a structured pathway for Ayush manufacturers to access digital markets, with a special focus on MSMEs that often face barriers in scaling their reach. AYUSHEXCIL, he said, would play a facilitative role by identifying and recommending eligible manufacturers who meet prescribed quality and regulatory norms, thereby enabling wider market access while preserving authenticity and consumer confidence.
Kaivalya Vohra said Zepto would host a dedicated Ayush storefront on its platform to help consumers discover verified Ayush medicines and wellness products with greater clarity and confidence. The platform, he said, would focus on transparent sourcing, compliance with applicable regulations, and a seamless digital user experience, making it easier for consumers to access trusted products.
Under the MoU, AYUSHEXCIL will recommend eligible Ayush manufacturers for onboarding and review educational content to ensure regulatory compliance, while Zepto will support product discovery through a dedicated Ayush storefront. The collaboration also includes joint consumer awareness initiatives aimed at promoting authentic information and responsible use of Ayush products, along with encouragement for manufacturers to adopt recognised quality standards such as the Ayush Quality Mark.
Key components of the partnership include the creation of a dedicated Ayush storefront on Zepto; promotion of certified quality and authenticity through the Ayush Quality Mark; structured onboarding of compliant manufacturers with a focus on MSMEs; joint consumer education initiatives; and development of validated educational content on Ayush systems.
The initiative is expected to help Ayush entrepreneurs tap into India’s fast-growing digital marketplace while ensuring nationwide access to quality-assured products. It also aligns with the government’s broader priorities under Digital India, Ease of Doing Business, and Make in India, and supports the Ministry of Ayush’s long-term objective of positioning Ayush as a globally recognised health and wellness system.
AYUSHEXCIL, launched at the Global Ayush Investment and Innovation Summit in Gandhinagar in April 2022, oversees exports of Ayurveda, Homoeopathy, Siddha, Sowa-Rigpa, and Unani products, and addresses trade-related issues affecting these sectors.
