New Delhi is set to witness a groundbreaking partnership in the wellness sector as the Ministry of AYUSH facilitates a Memorandum of Understanding (MoU) between the AYUSH Export Promotion Council (AYUSHExcil) and Zepto Limited on January 28. This collaboration aims to revolutionize the distribution of authentic AYUSH medicines and wellness products through verified online channels, creating a robust digital framework that bridges tradition with modern e-commerce.
Union Minister of AYUSH Prataprao Jadhav will preside over the signing ceremony, with AYUSH Secretary Vaidya Rajesh Kotecha in attendance. The MoU will be inked by AYUSHExcil Chairman Anurag Sharma and Zepto Co-Founder Kaivalya Vohra. This move marks a pivotal step in integrating India’s ancient health systems with the fast-paced quick commerce ecosystem, enhancing digital reach, consumer trust, and market access for the AYUSH sector.
Key highlights of the agreement include the development of a dedicated AYUSH storefront on Zepto’s platform, enabling seamless access to verified products. It emphasizes compliance with the AYUSH Quality Mark (AQM) to ensure authenticity and certified standards. AYUSHExcil will identify eligible AYUSH manufacturers, particularly MSMEs, for digital onboarding. Joint consumer awareness campaigns will focus on authentic product information and responsible usage, while collaborative educational content on AYUSH systems—validated by AYUSHExcil—will be hosted on Zepto.
This initiative empowers AYUSH entrepreneurs to tap into India’s booming digital market, assuring consumers nationwide of reliable, quality-assured products. Aligning with the Ministry’s vision to position AYUSH globally in health and wellness, the MoU supports flagship government programs like Digital India, Ease of Doing Business, and Make in India, fostering innovation and growth in traditional medicine.