NewzVille Desk
AYUSH entrepreneurs now can dive into India’s rapidly expanding digital marketplace while ensuring nationwide consumer access to trustworthy and quality-assured products. The question is how is it possible? Yes possible because the Ministry of Ayush signed a Memorandum of Understanding (MoU) on Wednesday between the Ayush Export Promotion Council (AYUSHEXCIL) and Zepto Limited to facilitate structured online access to Ayush medicines and wellness products across the country.
The MoU was signed in the presence of Vaidya Rajesh Kotecha, Secretary, Ministry of Ayush, and executed by Anurag Sharma, Chairman, AYUSHEXCIL, and Kaivalya Vohra, Co-Founder and CEO of Zepto.
The MoU aims to strengthen digital discovery while ensuring quality compliance and consumer trust in traditional healthcare products.
Union Ayush Minister, Prataprao Jadhav, stated that innovation-driven Indian startups are playing a critical role in improving last-mile access to trusted wellness products.
He emphasized that partnerships with credible digital platforms such as Zepto demonstrate how technology can be responsibly leveraged at scale to connect India’s rich AYUSH heritage with modern, transparent, and convenient distribution channels nationwide.
Jadhav highlighted that such initiatives empower consumers with informed choices while opening new market opportunities for AYUSH manufacturers, without compromising on quality, safety, or regulatory standards.
Anurag Sharma said that the partnership creates a structured pathway for AYUSH manufacturers, particularly MSMEs, to reach digital consumers.
He noted that AYUSHEXCIL will facilitate this by identifying eligible manufacturers that meet prescribed quality and regulatory standards, thereby enabling wider market access without compromising authenticity.
Vaidya Rajesh Kotecha, in his address stated that ensuring product quality, regulatory compliance, and public trust remains a key priority of the Ministry.
Kaivalya Vohra stated that under the collaboration, Zepto will host a dedicated AYUSH storefront to help consumers discover verified AYUSH products with greater clarity and confidence.
He added that the platform will focus on transparent sourcing, compliance, and a seamless digital experience.
AYUSHEXCIL will recommend eligible AYUSH manufacturers and review educational content for regulatory compliance, while Zepto will support product discovery through a dedicated AYUSH storefront on its platform.
The collaboration also includes joint consumer awareness initiatives and encourages adoption of recognised quality standards, including the AYUSH Quality Mark.
