SDG 3: Good Health and Well-being | SDG 8: Decent Work and Economic Growth | SDG 9: Industry, Innovation and Infrastructure
Ministry of Ayush | Ayush Export Promotion Council (AYUSHEXCIL) | Ministry of Commerce and Industry
The Ayush Export Promotion Council (AYUSHEXCIL) is scheduled to sign a Memorandum of Understanding (MoU) with the quick-commerce platform Zepto on January 28, 2026, in New Delhi. This partnership aims to revolutionize the domestic availability and consumer trust in traditional Indian medicine by providing a dedicated digital corridor for authentic Ayush products. By leveraging Zepto’s rapid delivery network, the initiative seeks to make Ayurveda, Yoga, Unani, Siddha, and Homeopathy (Ayush) products accessible to urban consumers within minutes.
Ensuring Authenticity and Quality Standards A primary objective of the MoU is to mitigate the proliferation of counterfeit or substandard products in the online marketplace:
Curated Marketplace: AYUSHEXCIL will assist Zepto in onboarding verified manufacturers and startups that adhere to the Ministry of Ayush’s quality certification standards.
Consumer Education: The platform will feature dedicated sections and educational banners to help users understand the benefits and proper usage of various Ayush formulations.
Support for Ayush Startups: The partnership provides a high-visibility launchpad for emerging Ayush brands, allowing them to tap into Zepto’s extensive customer base without the traditional overheads of retail distribution.
Operationalizing the Digital Ayush Grid The MoU outlines a collaborative framework where AYUSHEXCIL provides technical expertise on product categories and compliance, while Zepto handles the logistical execution and last-mile delivery. This move is part of the broader “Digital Ayush Grid” vision, which seeks to integrate traditional healthcare with modern technology-enabled service delivery.
What is “AYUSHEXCIL” and its role in the Indian economy? AYUSHEXCIL (Ayush Export Promotion Council) is a specialized body supported by the Ministry of Ayush and the Ministry of Commerce and Industry. Its mandate is to promote the export of Ayush products and services globally, set quality benchmarks for international trade, and assist Indian manufacturers in navigating global regulatory landscapes. This domestic partnership with Zepto serves as a precursor to building brand equity for Ayush products before they reach international markets.
Policy Relevance
The AYUSHEXCIL–Zepto partnership aligns with India’s strategic goal of becoming a global leader in holistic healthcare and digital commerce.
Market Formalization: By creating an “authentic-only” channel, the policy encourages Ayush manufacturers to seek formal certification, thereby raising the overall quality baseline of the industry.
Ease of Living: Making wellness products available through quick-commerce reduces the search and acquisition costs for citizens, integrating traditional preventive healthcare into daily urban life.
Economic Growth: Strengthening the domestic e-commerce footprint for Ayush helps build the necessary scale for Indian startups to eventually compete in the multi-billion dollar global “Wellness and Nutraceuticals” market.
Relevant Question for Policy Stakeholders: How can the Ministry of Ayush utilize the data from this e-commerce partnership to identify regional demand patterns for specific traditional medicines and tailor its “Ayush Gram” initiatives accordingly?
Follow the full news here: AYUSHEXCIL and Zepto to sign MoU for promoting online access to authentic Ayush products