In a significant step toward modernising the delivery of traditional healthcare products, the Ministry of Ayush signed a Memorandum of Understanding (MoU) between the Ayush Export Promotion Council (AYUSHEXCIL) and Zepto Limited on 28 January 2026. Announced by PIB Delhi, the partnership aims to enhance digital discovery, quality compliance, and consumer trust in AYUSH medicines and wellness products across India.
Technology Meets Tradition: Minister Highlights National Vision
Addressing the occasion via video message, Union Minister of Ayush, Shri Prataprao Jadhav, emphasized that trusted digital platforms can transform nationwide access to authentic AYUSH products. He noted that innovation-driven startups like Zepto are playing a vital role in strengthening last-mile delivery while maintaining transparency and accountability.
The Minister further stated that the initiative aligns with the vision of Prime Minister Shri Narendra Modi to integrate India’s traditional knowledge systems with modern digital infrastructure, enabling consumers to make informed choices while opening new growth avenues for AYUSH manufacturers without compromising on safety or regulatory standards.
MoU Signed in Presence of Senior Leadership
The agreement was signed in the presence of Vaidya Rajesh Kotecha, Secretary, Ministry of Ayush, and formally executed by:
-
Shri Anurag Sharma, Chairman, AYUSHEXCIL
-
Shri Kaivalya Vohra, Co-Founder & CEO, Zepto Limited
The collaboration reflects a shared commitment to building a credible, compliant, and consumer-centric digital ecosystem for AYUSH products.
Empowering AYUSH MSMEs Through Structured Digital Pathways
Shri Anurag Sharma, Chairman of AYUSHEXCIL, stated that the MoU creates a structured digital pathway for AYUSH manufacturers, especially MSMEs, to reach a wider online consumer base. AYUSHEXCIL will play a key role by:
-
Identifying eligible manufacturers
-
Ensuring adherence to quality and regulatory standards
-
Supporting authentic market access without compromising credibility
This approach is expected to strengthen both exports and domestic visibility of Indian traditional healthcare products.
Quality, Compliance and Trust at the Core
Vaidya Rajesh Kotecha, Secretary, Ministry of Ayush, underlined that quality assurance, regulatory compliance, and public trust are central to the sustainable growth of the AYUSH sector. He noted that the partnership will promote:
-
Adoption of the AYUSH Quality Mark (AQM)
-
Responsible dissemination of science-backed information
-
Stronger quality assurance mechanisms across the digital ecosystem
Dedicated AYUSH Storefront on Zepto Platform
Shri Kaivalya Vohra, Co-Founder & CEO of Zepto, announced that the company will host a dedicated AYUSH storefront on its platform. This will help consumers:
-
Discover verified AYUSH products easily
-
Access products with greater clarity and confidence
-
Benefit from transparent sourcing and compliance-focused listings
He added that Zepto will focus on delivering a seamless digital experience while supporting responsible product discovery.
Key Features of the MoU
The collaboration includes several structured initiatives:
-
Dedicated AYUSH storefront on Zepto for verified medicines and wellness products
-
Promotion of AYUSH Quality Mark (AQM) to ensure certified standards and authenticity
-
Identification of eligible manufacturers by AYUSHEXCIL, with special focus on MSMEs
-
Joint consumer awareness initiatives for authentic information and responsible usage
-
Development and hosting of credible educational content validated by AYUSHEXCIL
Strengthening India’s Digital Wellness Ecosystem
The initiative is expected to empower AYUSH entrepreneurs to tap into India’s rapidly growing digital economy while ensuring consumers nationwide gain access to trustworthy, quality-assured products. It supports key national priorities such as Digital India, Ease of Doing Business, and Make in India, while advancing the global positioning of AYUSH as a holistic health and wellness system.
Background: About AYUSHEXCIL
The Ayush Export Promotion Council (AYUSHEXCIL) was launched on 20 April 2022 at the Global Ayush Investment and Innovation Summit in Gandhinagar, Gujarat, by Prime Minister Shri Narendra Modi.
Set up by the Ministry of Ayush with support from the Ministry of Commerce, AYUSHEXCIL oversees the export and promotion of products related to Ayurveda, Homoeopathy, Siddha, Sowa-Rigpa, and Unani systems, while also addressing trade-related challenges in these sectors.
Conclusion
The MoU between AYUSHEXCIL and Zepto represents a forward-looking model of governance where technology, trust, and tradition converge. By building a structured digital ecosystem rooted in quality and compliance, the initiative has the potential to transform how AYUSH products are accessed, understood, and adopted—both in India and globally. It marks a decisive step toward making AYUSH not only accessible, but also credible, scalable, and future-ready.
For more real-time updates, visit Channel 6 Network.
Source: PIB
