To facilitate structured online access to
Ayush medicines and wellness products across the country, the Ministry of Ayush
signed a Memorandum of Understanding (MoU) between the Ayush Export Promotion
Council (AYUSHEXCIL) and Zepto Limited (Ltd)
on January 28. It aims to strengthen digital discovery while ensuring
quality compliance and consumer trust in traditional healthcare products.
Addressing the gathering through a video
message, Union Ayush Minister, Prataprao Jadhav, said that innovation-driven
Indian startups are playing a critical role in improving last-mile access to
trusted wellness products. He emphasised 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.
He said the collaboration aligns with Prime
Minister i Narendra Modi’s vision to integrate India’s traditional knowledge
systems with modern digital infrastructure. He 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.
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, Zepto.
Anurag Sharma, Chairman, AYUSHEXCIL, said
that the partnership creates a structured pathway for AYUSH manufacturers,
particularly MSMEs, to reach digital consumers.
Kaivalya Vohra said that under the
collaboration, Zepto will host a dedicated AYUSH storefront to help consumers
discover verified AYUSH products with greater clarity and confidence.
Key Features of the MoU:
- Creation of a dedicated AYUSH storefront on Zepto.
- Promotion of compliance with the AYUSH Quality Mark (AQM.
- Identification and recommendation of eligible AYUSH
manufacturers by AYUSHEXCIL, with focus on MSMEs, for digital onboarding. - Joint consumer awareness initiatives aimed at promoting
authentic information and responsible usage of AYUSH products. - Collaboration on the development and hosting of credible
educational content on AYUSH systems, validated by AYUSHEXCIL and
disseminated through Zepto’s platform.
