Union Minister Prataprao Jadhav along with Rajesh Kotecha launched a dedicated AYUSH store on the quick-commerce platform Zepto, aiming to strengthen the digital presence of traditional Indian wellness products.
The initiative is part of an ongoing collaboration between the AYUSH Export Promotion Council (AYUSHEXCIL) and Zepto to enhance consumer access and online visibility of authentic AYUSH products.
Curated Range of AYUSH Products on Digital Platform
The newly launched storefront brings together a curated selection of certified AYUSH products, making them easily discoverable for consumers through Zepto’s digital platform and fast delivery network.
This move is expected to make traditional wellness products more accessible to modern consumers, especially those seeking natural and holistic health solutions.
Initiative Aligns with ‘Vocal for Local’ Vision
Speaking at the launch, Union Minister Prataprao Jadhav said the initiative aligns with Narendra Modi’s ‘Vocal for Local’ campaign, which promotes indigenous products and aims to position India as a global hub for traditional medicine and wellness.
He noted that expanding the digital reach of AYUSH products will help connect manufacturers and practitioners with modern consumers while strengthening India’s indigenous wellness ecosystem.
The minister also thanked Zepto, describing it as a young Indian startup leveraging technology to support a high-priority national initiative and drive economic growth.
Integrating Traditional Wellness with Digital Commerce
AYUSH Secretary Rajesh Kotecha said the launch marks an important step toward integrating traditional healthcare systems with modern digital commerce platforms.
According to him, the partnership will provide greater visibility and convenience for consumers looking for holistic health products, while also expanding opportunities for AYUSH manufacturers.
Rising Consumer Demand for Wellness Products
Commenting on the collaboration, Rachit Ranjan said the company aims to use its technology and logistics network to transform access to AYUSH products across India.
He added that the platform has witnessed consistent growth in consumer searches and orders for everyday wellness products in recent months.
“Creating a dedicated AYUSH storefront was a natural next step to make these products easier to discover and access,” he said.
Boost for AYUSH Sector and Digital Market
The partnership will also involve multiple promotional activities to popularize AYUSH products among Zepto’s customer base.
Officials said the initiative will help AYUSH manufacturers strengthen their digital presence, while enabling consumers to access trusted traditional wellness products conveniently through online platforms with quick delivery.
The launch represents a significant step toward digitizing and expanding India’s traditional wellness sector in the modern e-commerce ecosystem.
