The Ministry of AYUSH has expanded the digital reach of traditional Indian wellness products with the launch of a dedicated AYUSH store on the quick commerce platform Zepto, aimed at improving visibility and accessibility of AYUSH products for consumers across the country.
Union Minister of State for AYUSH and Union Minister of State for Health and Family Welfare Prataprao Jadhav inaugurated the dedicated AYUSH store on the Zepto platform in the presence of Secretary Ministry of AYUSH Rajesh Kotecha and senior representatives from the AYUSH Export Promotion Council and Zepto.
The initiative has been launched as part of a collaboration between the AYUSH Export Promotion Council and Zepto to promote the digital presence of AYUSH products and connect traditional wellness systems with modern e commerce platforms.
Expanding Access To Traditional Wellness Products
The dedicated digital storefront brings together a curated range of authentic AYUSH products including traditional wellness formulations and health products. These items will now be easier for consumers to discover and purchase through Zepto’s digital platform and rapid delivery network.
Officials said the initiative is intended to strengthen consumer access to traditional Indian health and wellness products while helping manufacturers expand their reach through digital commerce channels.
The move also reflects growing consumer interest in natural and holistic wellness products and aims to integrate traditional healthcare systems with modern retail infrastructure.
Supporting Vocal For Local Vision
Speaking at the launch event, Union Minister of State for AYUSH and Union Minister of State for Health and Family Welfare Prataprao Jadhav said the initiative aligns with the national vision of promoting local products and strengthening India’s traditional wellness ecosystem.
Prataprao Jadhav said expanding the digital reach of AYUSH products will help connect manufacturers practitioners and consumers through modern technology platforms.
He added that the initiative supports the broader national effort to position India as a global hub for wellness and traditional medicine.
The minister also acknowledged the contribution of Zepto as a young Indian startup that has leveraged its technology and logistics capabilities to support the promotion of the AYUSH sector.
Prataprao Jadhav said partnerships between government institutions and innovative startups can accelerate growth in emerging sectors while supporting economic development.
Integrating Traditional Medicine With Digital Commerce
Secretary Ministry of AYUSH Rajesh Kotecha said the launch represents an important milestone in integrating traditional wellness systems with contemporary digital commerce platforms.
Rajesh Kotecha noted that the initiative will improve the visibility of AYUSH products and provide consumers with convenient access to holistic health solutions through digital channels.
He said the collaboration reflects the ministry’s efforts to modernise the AYUSH sector while preserving the authenticity and integrity of traditional Indian systems of medicine.
Technology Platform Supporting Sector Growth
Rachit Ranjan, Chief Policy Officer Zepto, said the company’s logistics and technology platform is designed to improve accessibility of wellness products for consumers.
Rachit Ranjan said consumer demand for everyday wellness products has been steadily increasing on the platform in recent months.
He added that creating a dedicated AYUSH storefront was a natural step to make these products easier to discover and access for consumers.
According to Zepto, the partnership with the Ministry of AYUSH will help bring trusted Indian wellness traditions to modern digital platforms and contribute to the broader effort of digitising and scaling the sector.
The company said the dedicated AYUSH storefront will enable quick delivery of wellness products to consumers while helping manufacturers reach a larger customer base.
Strengthening Digital Presence Of AYUSH Sector
Officials said the collaboration is expected to help AYUSH manufacturers expand their digital footprint and strengthen the market presence of traditional Indian health products.
The initiative also aims to enhance awareness of AYUSH systems among a wider consumer base while improving accessibility through technology driven distribution channels.
Industry observers said the move could support the growth of the AYUSH sector by connecting traditional wellness products with India’s rapidly expanding digital commerce ecosystem.
The launch is part of ongoing efforts by the Ministry of AYUSH to promote innovation market access and global competitiveness for India’s traditional systems of medicine.
