Digital Platforms as Enablers of Trust
Addressing the occasion through a video message, Union Minister of Ayush Shri Prataprao Jadhav emphasised the growing role of innovation-driven Indian startups in improving last-mile access to trusted wellness solutions. He stated that partnerships with credible digital platforms such as Zepto demonstrate how technology can be responsibly scaled to connect consumers with India’s rich AYUSH heritage.
The Minister highlighted that the collaboration aligns with Prime Minister Narendra Modi’s vision of blending traditional knowledge systems with modern, transparent distribution channels. According to him, such initiatives empower consumers to make informed choices while expanding market opportunities for AYUSH manufacturers without compromising on quality or safety.
Empowering MSMEs Through Structured Digital Access
AYUSHEXCIL Chairman Shri Anurag Sharma described the MoU as a structured digital pathway for AYUSH manufacturers, particularly micro, small and medium enterprises (MSMEs). He noted that the council will play a critical role in identifying and recommending eligible manufacturers who meet prescribed regulatory and quality benchmarks.
This approach is expected to enable wider market access for authentic AYUSH products while maintaining compliance with established standards. By focusing on verified manufacturers, the initiative aims to protect both consumers and genuine entrepreneurs in the rapidly expanding online wellness marketplace.
Quality, Compliance and Consumer Confidence
Secretary, Ministry of Ayush, Vaidya Rajesh Kotecha, underscored that quality assurance and public trust remain central to the sustainable growth of the AYUSH sector. He stated that the collaboration has been designed to strengthen regulatory compliance mechanisms and promote recognised certifications such as the AYUSH Quality Mark.
He further added that the partnership will also support the dissemination of accurate, science-backed information related to AYUSH systems, helping consumers understand responsible usage while reinforcing confidence in traditional healthcare products.
Dedicated AYUSH Storefront on Zepto
Zepto Co-Founder and CEO Shri Kaivalya Vohra said that under the agreement, the platform will host a dedicated AYUSH storefront. This feature will allow consumers to easily discover verified AYUSH medicines and wellness products with greater clarity and confidence.
The storefront will focus on transparent sourcing, regulatory compliance, and a seamless digital experience. Zepto will also collaborate on joint consumer awareness initiatives to promote authentic information and responsible consumption of AYUSH products.
Key Features of the MoU
The agreement includes the creation of a dedicated AYUSH storefront on Zepto, promotion of compliance with the AYUSH Quality Mark, identification of eligible manufacturers by AYUSHEXCIL, joint consumer awareness initiatives, and collaboration on credible educational content validated by the council.
The initiative is expected to empower AYUSH entrepreneurs to tap into India’s fast-growing digital economy while ensuring nationwide access to quality-assured products.
Strengthening India’s Global AYUSH Vision
The MoU supports the Ministry of Ayush’s long-term objective of positioning AYUSH as a global health and wellness system. It also aligns with national priorities such as Digital India, Ease of Doing Business, and Make in India.
AYUSHEXCIL, launched in April 2022 at the Global Ayush Investment and Innovation Summit in Gandhinagar, was established to oversee exports of Ayurveda, Homoeopathy, Siddha, Sowa-Rigpa and Unani products, while addressing trade-related challenges in these sectors.
