AYUSHEXCIL, Zepto Sign MoU to Expand Digital Access to Verified Ayush Products

New Delhi: The Ministry of Ayush has signed a memorandum of understanding between the Ayush Export Promotion Council (AYUSHEXCIL) and Zepto to strengthen structured digital access to ayush medicines and wellness products while reinforcing quality assurance and consumer trust.

The agreement aims to create a regulated digital discovery pathway for ayush products across India, enabling wider market access for manufacturers—particularly MSMEs—without compromising on regulatory compliance, authenticity, or safety standards.

Addressing the occasion through a video message, Prataprao Jadhav said trusted digital platforms can play a transformative role in improving nationwide access to authentic ayush products. He noted that partnerships with credible technology-driven startups demonstrate how innovation can be responsibly leveraged to connect India’s traditional healthcare systems with modern, transparent distribution channels.

The minister added that the collaboration aligns with the prime minister’s vision of integrating traditional knowledge systems with digital infrastructure, empowering consumers with informed choices while opening new market opportunities for ayush manufacturers.

The MoU was signed in the presence of Vaidya Rajesh Kotecha, and executed by Anurag Sharma and Kaivalya Vohra.

Anurag Sharma said the partnership establishes a structured digital pathway for ayush manufacturers to reach wider consumer markets. He noted that AYUSHEXCIL will identify and recommend eligible manufacturers that meet prescribed quality and regulatory standards, enabling scale without dilution of authenticity.

Vaidya Rajesh Kotecha said quality assurance, regulatory compliance, and public trust remain central to the sustainable growth of the ayush sector. He added that the collaboration will strengthen quality assurance mechanisms, including wider adoption of the ayush quality mark, while ensuring responsible dissemination of accurate and science-backed information.

Kaivalya Vohra said Zepto will host a dedicated ayush storefront to help consumers discover verified products with greater clarity and confidence. He added that the initiative will focus on transparent sourcing, compliance, and a seamless digital experience.

Under the MoU, AYUSHEXCIL will recommend eligible manufacturers and review educational content for regulatory compliance, while Zepto will support product discovery through a dedicated ayush storefront and joint consumer awareness initiatives.

Key elements of the collaboration include:

• Creation of a dedicated ayush storefront on Zepto for verified medicines and wellness products
• Promotion of compliance with the ayush quality mark to ensure certified standards and authenticity
• Digital onboarding support for eligible ayush manufacturers, with a focus on MSMEs
• Joint consumer awareness initiatives promoting responsible use and authentic information
• Development and dissemination of credible educational content validated by AYUSHEXCIL

The initiative is expected to enable ayush entrepreneurs to tap into India’s expanding digital marketplace while ensuring consumers have nationwide access to quality-assured products. The collaboration supports the broader vision of positioning ayush as a global health and wellness system and aligns with national priorities such as Digital India, ease of doing business, and Make in India.

Background

The ayush export promotion council was launched at the Global Ayush Investment and Innovation Summit in Gandhinagar in April 2022. Set up by the ministry of ayush with support from the ministry of commerce, the council oversees exports of Ayurveda, homoeopathy, siddha, sowa-rigpa, and Unani products, and addresses trade-related issues across these sectors.