Centre Backs Verified Ayush Products via e-Commerce Tie-up
Ayush Products Get Dedicated Storefront on Zepto Platform
New Delhi: The Ministry of Ayush today signed a Memorandum of Understanding (MOU) between the Ayush Export Promotion Council (AYUSHEXCIL) and Zepto Limited to facilitate structured online access to Ayush medicines and wellness products across India, with an emphasis on quality assurance, regulatory compliance and consumer trust.
The agreement seeks to strengthen digital discovery of authentic Ayush products while creating an organised pathway for manufacturers—particularly micro, small and medium enterprises (MSMEs)—to reach wider consumer markets through a dedicated digital platform.
Addressing the event through a video message, Union Ayush Minister Prataprao Jadhav said innovation-led Indian startups are playing an increasingly important role in improving last-mile access to trusted wellness products. He observed that partnerships with established digital platforms such as Zepto demonstrate how technology can be used responsibly and at scale to connect India’s traditional systems of medicine with modern, transparent and convenient distribution channels.
The Minister added that the collaboration reflects the government’s effort to integrate traditional knowledge systems with digital infrastructure, enabling consumers to make informed choices while expanding market opportunities for Ayush manufacturers without compromising quality, safety or regulatory standards.
The MoU was signed in the presence of Vaidya Rajesh Kotecha, Secretary, Ministry of Ayush, and executed by Anurag Sharma, Chairman of AYUSHEXCIL, and Kaivalya Vohra, Co-Founder and Chief Executive Officer of Zepto.
Anurag Sharma said the partnership establishes a structured digital pathway for Ayush manufacturers to access online consumers across the country. He noted that AYUSHEXCIL will identify and recommend eligible manufacturers who meet prescribed quality and regulatory benchmarks, with a special focus on MSMEs, thereby enabling wider market access while safeguarding product authenticity.
Vaidya Rajesh Kotecha said that ensuring product quality, regulatory compliance and public trust remains central to the Ministry’s priorities. He stated that the collaboration is designed to strengthen quality assurance mechanisms through the promotion of the Ayush Quality Mark, while also supporting the responsible dissemination of accurate and science-backed information on Ayush systems.
Kaivalya Vohra said Zepto will host a dedicated Ayush storefront on its platform to help consumers discover verified Ayush products with greater clarity and confidence. He added that the initiative will focus on transparent sourcing practices, adherence to regulatory requirements and a seamless digital experience for users.
Under the terms of the agreement, AYUSHEXCIL will recommend eligible Ayush manufacturers for onboarding and will also review and validate educational content related to Ayush systems for regulatory compliance before it is disseminated through the Zepto platform. Zepto, in turn, will support product discovery through a dedicated Ayush storefront and facilitate access to quality-assured products for consumers.
The collaboration further includes joint consumer awareness initiatives aimed at promoting authentic information and encouraging responsible usage of Ayush products, along with efforts to encourage adoption of recognised quality standards such as the Ayush Quality Mark. It also encourages the adoption of recognised quality standards, including the Ayush Quality Mark, to ensure adherence to certified benchmarks of quality and authenticity.
Officials said the initiative is expected to enable Ayush entrepreneurs to tap into India’s expanding digital marketplace while providing consumers nationwide with access to trustworthy and verified products. The agreement also supports the broader objective of strengthening India’s traditional systems of medicine through digital integration and structured market access.
AYUSHEXCIL, the Ayush Export Promotion Council, was launched at the Global Ayush Investment and Innovation Summit held in Gandhinagar, Gujarat, on April 20, 2022, and was formally inaugurated by Prime Minister Narendra Modi. The council has been set up by the Ministry of Ayush with support from the Ministry of Commerce and Industry and is mandated to oversee exports of products from Ayurveda, Homoeopathy, Siddha, Sowa/Rigpa and Unani systems, as well as to address trade-related issues concerning these sectors.
With the signing of the MoU, the Ministry of Ayush and its export promotion arm have sought to establish a regulated digital framework through which traditional medicines and wellness products can reach consumers while maintaining standards of quality, compliance and public confidence in online distribution channels.
– global bihari bureau
