Government Charts Roadmap to Make AYUSH a Global Export Powerhouse
AYUSH Secretary Vaidya Rajesh Kotecha said the ministry is accelerating flagship initiatives such as the Ayush Mark and Ayurveda Aahar programmes to strengthen quality assurance, branding and global acceptance of
Delivering the keynote address, Commerce Secretary Rajesh Agrawal described AYUSH as a high-potential sunrise export sector, stressing that India's objective extends beyond increasing exports to creating globally recognised Indian wellness brands.
New Delhi: The Centre has outlined a roadmap to position AYUSH as a globally competitive export sector, with a strong focus on innovation, quality standards, branding and international collaboration, as government and industry stakeholders met to discuss strategies for strengthening India’s leadership in traditional wellness.
The brainstorming session, jointly organised by the Department of Commerce, the Ministry of AYUSH and the AYUSH Export Promotion Council (AYUSHEXCIL), brought together policymakers, exporters, manufacturers, startups, researchers and industry representatives to identify measures for expanding the global footprint of Indian AYUSH products and services.
Delivering the keynote address, Commerce Secretary Rajesh Agrawal described AYUSH as a high-potential sunrise export sector, stressing that India’s objective extends beyond increasing exports to creating globally recognised Indian wellness brands.
He highlighted opportunities arising from India’s expanding network of Free Trade Agreements (FTAs) and urged industry to focus on innovation, branding, value addition and quality to improve global competitiveness. Agrawal also emphasised the role of exporters, trade facilitators and ecosystem partners in connecting Indian AYUSH products with international markets.
AYUSH Secretary Vaidya Rajesh Kotecha said the ministry is accelerating flagship initiatives such as the Ayush Mark and Ayurveda Aahar programmes to strengthen quality assurance, branding and global acceptance of Indian traditional medicine.
He called on manufacturers, exporters and MSMEs to improve product quality, packaging and international market readiness while leveraging government initiatives designed to support the sector’s expansion. Kotecha also highlighted efforts to align Indian standards with international benchmarks through collaboration with national and global standard-setting organisations.
The deliberations covered a wide range of issues, including export facilitation, WHO-GMP compliance, scientific validation, medical value travel, wellness services, regulatory reforms and market access, with participants also discussing opportunities created by India’s growing network of trade agreements.
Member of Parliament and AYUSHEXCIL Chairman Dr Anurag Sharma said India is well placed to emerge as a trusted global hub for holistic healthcare, calling for stronger collaboration between government, industry and research institutions to advance scientific validation, innovation and global branding.
The recommendations emerging from the session will inform future policy interventions, export promotion initiatives and collaborative programmes aimed at strengthening Brand India AYUSH and enhancing India’s leadership in the global traditional wellness market.
Key Highlights
- Government identifies AYUSH as a high-potential sunrise export sector.
- Focus on innovation, branding, quality standards and export competitiveness.
- Greater emphasis on Ayush Mark and Ayurveda Aahar initiatives.
- Industry encouraged to leverage India’s expanding Free Trade Agreements.
- Policy recommendations to shape future export promotion and market access strategies.
- Collaboration planned among government, industry, MSMEs, startups and research institutions.
The government’s strategy reflects an effort to transform AYUSH from a domestic healthcare initiative into a globally competitive export industry. By integrating quality certification, international standards, trade agreements and branding, India aims to expand its share in the rapidly growing global wellness economy while strengthening the international presence of indigenous systems of medicine.
