The Government of India and key stakeholders from the AYUSH industry have jointly outlined a roadmap to strengthen the country’s position as a global leader in traditional medicine and holistic wellness. The strategy emerged during a high-level Government–Industry Brainstorming Session held at Vanijya Bhawan in New Delhi, organised by the Department of Commerce in collaboration with the Ministry of AYUSH and the AYUSH Export Promotion Council (AYUSHEXCIL). The meeting focused on enhancing the global competitiveness of India’s AYUSH sector through innovation, quality standards, exports, and international partnerships.
The session brought together more than 150 participants, including senior government officials, exporters, manufacturers, MSMEs, startups, researchers, industry associations, and representatives of State Licensing Authorities. Participants discussed strategies to expand India’s presence in international wellness markets while addressing challenges related to regulation, quality assurance, branding, and market access.
Discussions covered a wide range of topics, including opportunities arising from India’s Free Trade Agreements (FTAs), export facilitation measures, WHO-GMP compliance, scientific validation of traditional medicine, the Ayush Quality Mark, innovation, medical value travel, wellness services, and strengthening the global identity of Indian AYUSH products. Stakeholders emphasised that improving quality, packaging, branding, and international standards would be critical to meeting the growing worldwide demand for traditional healthcare products and services.
Delivering the keynote address, Commerce Secretary Rajesh Agrawal described the AYUSH sector as one of India’s most promising sunrise export industries. He said the government’s objective extends beyond increasing exports to building globally recognised Indian wellness brands that are known for quality, innovation, and reliability. Agrawal encouraged businesses to leverage India’s expanding network of FTAs while investing in value addition, product development, and stronger branding to improve competitiveness in international markets. He also reaffirmed the Department of Commerce’s commitment to supporting exporters through awareness programmes, stakeholder engagement, and capacity-building initiatives.
AYUSH Secretary Vaidya Rajesh Kotecha highlighted the need to accelerate flagship initiatives such as Ayush Mark and Ayurveda Aahar to strengthen quality assurance and global credibility. He urged industry stakeholders to capitalise on the rising international interest in Ayurveda and other traditional systems of medicine by improving manufacturing standards, scientific validation, packaging, and export readiness. Kotecha also stressed the importance of aligning Indian quality standards with international benchmarks to facilitate wider acceptance of AYUSH products across global markets.
AYUSHEXCIL Chairman and Member of Parliament Dr. Anurag Sharma said India is well positioned to emerge as a trusted global hub for holistic healthcare due to the increasing worldwide acceptance of traditional medicine. He called for stronger collaboration among the government, research institutions, and industry to promote innovation, quality assurance, and scientific research while expanding the global reach of Indian wellness products.
The brainstorming session concluded with an interactive discussion in which exporters, manufacturers, startups, and MSMEs shared recommendations to improve ease of doing business, simplify regulatory procedures, strengthen innovation ecosystems, and expand international collaboration. Officials said the suggestions received during the consultation will help shape future policy initiatives and export promotion strategies aimed at strengthening Brand India AYUSH. By combining government support with industry expertise, the initiative seeks to position India as a leading global destination for traditional medicine, wellness services, and holistic healthcare while unlocking new opportunities in international markets.
