Ø Stakeholders
Deliberate on Strategies to Enhance Global Competitiveness of AYUSH Sector
·
The
session, themed "Strengthening
India's Global Leadership in Traditional Wellness",
brought together over 150
participants, including government officials, exporters,
manufacturers, MSMEs, startups, researchers, industry associations and State
Licensing Authorities.
·
Discussions
focused on enhancing India's
global leadership in the AYUSH sector through innovation,
quality, exports and international collaboration.
·
Key
deliberations covered:
o Opportunities under India's Free Trade Agreements (FTAs).
o Global branding of AYUSH products and
services.
o Export facilitation measures.
o WHO-GMP compliance and
quality standards.
o Ayush Quality Mark.
o Scientific validation and innovation.
o Medical value travel and wellness
services.
o Addressing regulatory and market access
challenges.
·
Dr.
Anurag Sharma, Member of Parliament and Chairman of
AYUSHEXCIL, highlighted the growing global acceptance of traditional medicine
and India's potential to become a trusted global hub for holistic healthcare.
·
He
stressed the need for stronger collaboration among government, industry and
research institutions to promote scientific validation, quality assurance,
innovation and global branding.
·
Commerce
Secretary Rajesh Agrawal reaffirmed the
Government's commitment to developing the AYUSH sector as a high-potential sunrise export sector.
·
He
emphasised that the goal is not only to increase exports but also to build globally competitive Indian AYUSH brands.
·
He
encouraged exporters to leverage India's expanding FTA network by focusing on:
o Innovation.
o Branding.
o Value addition.
o Quality enhancement.
·
He
also highlighted the role of trade facilitators and urged exporters to share
successful business models to inspire wider industry participation.
·
AYUSH
Secretary Vaidya Rajesh Kotecha
called for faster implementation of flagship initiatives such as:
o Ayush Mark.
o Ayurveda Aahar.
·
He
urged industry to improve product quality, packaging, branding and
international market readiness to capitalise on growing global demand for
Ayurveda and traditional medicine.
·
He
stressed the importance of continuous government-industry dialogue, greater
capacity building for exporters and MSMEs, and aligning Indian standards with
international benchmarks.
·
Stakeholders
participating in the open-house discussion recommended measures to improve:
o Market access.
o Regulatory facilitation.
o Ease of doing business.
o Innovation.
o Branding.
o International collaboration.
·
The
recommendations from the brainstorming session will guide future policy interventions, export
promotion initiatives and collaborative efforts aimed at
strengthening Brand India
AYUSH and expanding India's leadership in the global
traditional wellness market.
[ABS News Service/02.07.2026]
The Department of Commerce, Ministry of Commerce & Industry,
in collaboration with the Ministry of AYUSH and the AYUSH Export Promotion Council
(AYUSHEXCIL), organised a Government–Industry Brainstorming
Session on the AYUSH sector at Vanijya Bhawan, New Delhi on 1st July 2026.
Held under the theme "Strengthening India's Global Leadership
in Traditional Wellness: Innovation, Quality, Exports and International Collaboration
in the AYUSH Sector", the session brought together over 150 participants, including
senior Government officials, exporters, manufacturers, MSMEs, startups, researchers,
representatives of industry associations, State Licensing Authorities and other
stakeholders, to deliberate on the roadmap for strengthening India's global leadership
in the AYUSH sector.
The brainstorming session featured extensive deliberations on
opportunities arising from India's Free Trade Agreements, global branding of AYUSH,
export facilitation measures, quality standards and WHO-GMP compliance, Ayush Quality
Mark, scientific validation, innovation, medical value travel, wellness services,
and strategies for addressing regulatory and market access challenges. Representatives
from the Government, industry, research institutions and the private sector exchanged
views and shared practical recommendations to strengthen the global competitiveness
of Indian AYUSH products and services.
Delivering the special address, Member of Parliament and Chairman,
AYUSHEXCIL, Dr. Anurag Sharma, highlighted the growing global acceptance of traditional
medicine and emphasised that India is well positioned
to emerge as a trusted global hub for holistic healthcare. He called for closer
collaboration among the Government, industry and research institutions to strengthen
scientific validation, quality assurance, innovation and global branding, while
highlighting AYUSHEXCIL's role in supporting exporters through market development,
capacity building and international outreach programmes.
Delivering the keynote address, Secretary, Department of Commerce,
Shri Rajesh Agrawal, reaffirmed the Department's commitment to supporting the AYUSH
sector as a high-potential sunrise export sector. He observed that the objective
is not merely to increase exports but to build globally competitive Indian AYUSH
brands. Highlighting the opportunities arising from India's expanding network of
Free Trade Agreements, he encouraged industry to focus on innovation, branding,
value addition and quality. He underlined the important role of intermediaries,
trade facilitators and other ecosystem partners in connecting Indian AYUSH products
with global markets and encouraged entrepreneurs and exporters to share their success
stories more widely to inspire greater participation and accelerate the sector's
growth. He reiterated that the Department would continue stakeholder outreach, awareness
programmes and capacity-building initiatives in collaboration
with AYUSHEXCIL to support the sector's global expansion.
Addressing the session, Secretary, Ministry of AYUSH, Vaidya
Rajesh Kotecha, emphasised the need to accelerate the
implementation of flagship initiatives such as Ayush Mark and Ayurveda Aahar to strengthen quality assurance, branding and the global
competitiveness of Indian AYUSH products and services. He called upon industry stakeholders
to capitalise on the growing global interest in Ayurveda
and other traditional systems of medicine by enhancing product quality, packaging,
branding and international market readiness. Stressing the importance of continuous
dialogue between the Government and industry, he urged stakeholders to actively
leverage Government initiatives and highlighted the need for greater capacity building,
particularly for exporters and MSMEs. He also highlighted ongoing efforts to align
Indian standards with international benchmarks through collaboration with national
and international standard-setting bodies to facilitate wider global acceptance
of AYUSH products.
The session concluded with an interactive open-house discussion
during which exporters, manufacturers, MSMEs, startups and other stakeholders shared
suggestions on improving market access, regulatory facilitation, ease of doing business,
innovation, branding and international collaboration.
The recommendations emerging from the brainstorming session will provide valuable
inputs for future policy interventions, export promotion initiatives and collaborative
efforts of the Department of Commerce, the Ministry of AYUSH and AYUSHEXCIL to strengthen
Brand India AYUSH and further enhance India's leadership in the global traditional
wellness ecosystem.