The Impressive TimesNew Delhi, July 2: In a major push to strengthen India’s position in the global traditional medicine market, the Department of Commerce, in partnership with the Ministry of AYUSH and the AYUSH Export Promotion Council (AYUSHEXCIL), convened a high-level government-industry consultation at Vanijya Bhawan to chart the future course of the country’s AYUSH sector.
The deliberations centred on enhancing India’s competitiveness in international wellness markets through stronger exports, innovation, quality assurance and strategic global collaborations. More than 150 participants, including policymakers, exporters, manufacturers, MSMEs, startups, researchers, industry associations and state regulatory authorities, attended the session.
Discussions focused on expanding overseas market access by leveraging India’s Free Trade Agreements, promoting globally recognised quality standards, encouraging scientific validation of traditional medicine, improving branding and packaging, and addressing regulatory challenges faced by exporters. Stakeholders also explored opportunities in medical value travel, wellness tourism and international partnerships to further strengthen Brand India AYUSH.
Member of Parliament and AYUSHEXCIL Chairman Anurag Sharma said India’s rich heritage in traditional medicine places the country in a strong position to emerge as a leading global destination for holistic healthcare. He stressed the importance of coordinated efforts between government agencies, research institutions and industry to improve product quality, innovation and international acceptance. He also highlighted AYUSHEXCIL’s continued efforts to support exporters through market outreach, training programmes and global business promotion.
Delivering the keynote address, Rajesh Agrawal, Secretary, Department of Commerce, described the AYUSH sector as one of India’s emerging high-growth export industries. He said the government’s objective extends beyond increasing exports and focuses on creating internationally trusted Indian wellness brands. Agrawal encouraged businesses to invest in value addition, product innovation and strong branding while taking advantage of India’s expanding trade agreements. He also emphasised the role of exporters, trade facilitators and entrepreneurs in showcasing India’s success stories to global markets.
Addressing the gathering, Vaidya Rajesh Kotecha, Secretary, Ministry of AYUSH, highlighted ongoing efforts to strengthen quality certification through initiatives such as the Ayush Mark and Ayurveda Aahar programmes. He urged industry stakeholders to improve manufacturing standards, packaging, branding and compliance with international regulations to meet rising global demand for AYUSH products. Kotecha also underlined the need for continuous engagement between government and industry while expanding training and capacity-building programmes, particularly for MSMEs and new exporters.
The meeting concluded with an interactive discussion during which participants proposed measures to simplify regulatory procedures, improve ease of doing business, strengthen innovation ecosystems and expand India’s presence in overseas wellness markets.
Officials said the recommendations emerging from the consultation will help shape future policy decisions, strengthen export promotion initiatives and deepen collaboration between the Department of Commerce, the Ministry of AYUSH and AYUSHEXCIL, reinforcing India’s ambition to become a global leader in traditional healthcare and wellness.
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