The Ministry of Ayush on Tuesday signed a Memorandum of Understanding between the Ayush Export Promotion Council and Zepto Limited to strengthen structured digital access, quality assurance and consumer trust in Ayush medicines and wellness products across India. The partnership aims to create a transparent and compliant online pathway for discovery and distribution of authentic Ayush products, with a strong focus on MSMEs.
Addressing the occasion through a video message, Union Minister for Ayush Shri Prataprao Jadhav said innovation driven Indian startups are playing a critical role in improving last mile access to trusted wellness products. He noted that collaboration with credible digital platforms such as Zepto demonstrates how technology can be responsibly leveraged at scale to connect India’s rich Ayush heritage with modern, transparent and convenient distribution channels nationwide.
The Minister said the initiative aligns with the vision of Prime Minister Shri Narendra Modi to integrate traditional knowledge systems with modern digital infrastructure. He added that such partnerships empower consumers with informed choices while opening new market opportunities for Ayush manufacturers, without compromising quality, safety or regulatory standards.
The MoU was signed in the presence of Secretary Ministry of Ayush Vaidya Rajesh Kotecha and executed by Chairman Ayushexcil Shri Anurag Sharma and Co Founder and Chief Executive Officer Zepto Shri Kaivalya Vohra.
Shri Anurag Sharma said the collaboration creates a structured digital pathway for Ayush manufacturers, particularly MSMEs, to reach wider consumer markets. He stated that Ayushexcil will identify and recommend eligible manufacturers that meet prescribed quality and regulatory standards, enabling digital onboarding while safeguarding authenticity.
Vaidya Rajesh Kotecha said quality, regulatory compliance and public trust are central to the sustainable growth of the Ayush sector. He noted that the collaboration strengthens quality assurance mechanisms, including promotion of the Ayush Quality Mark, while ensuring responsible dissemination of accurate and science backed information on Ayush practices.
Shri Kaivalya Vohra said Zepto will host a dedicated Ayush storefront on its platform to help consumers discover verified Ayush products with clarity and confidence. He added that the platform 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. The partnership also includes joint consumer awareness initiatives and encourages adoption of recognised quality standards, including the Ayush Quality Mark.
The collaboration is expected to empower Ayush entrepreneurs to tap into India’s rapidly expanding digital marketplace while ensuring nationwide access to trustworthy and quality assured products. The initiative supports the Ministry of Ayush’s broader vision of positioning Ayush as a global health and wellness system and aligns with the Government’s focus on Digital India, Ease of Doing Business and Make in India.
Ayushexcil, launched by Prime Minister Shri Narendra Modi at the Global Ayush Investment and Innovation Summit in Gandhinagar in April 2022, oversees exports of Ayurveda, Homoeopathy, Siddha, Sowa Rigpa and Unani products and addresses trade related issues across these sectors.
