The government recently organized an industry brainstorming session in New Delhi to enhance India’s global leadership in the AYUSH sector. The session, held in collaboration with the Ministry of AYUSH and AYUSH Export Promotion Council, focused on various aspects like quality, exports, and international collaboration. Discussions centered on leveraging opportunities from Free Trade Agreements, global branding, export facilitation, quality standards, and addressing regulatory challenges.
Commerce Secretary Rajesh Agrawal emphasized the aim to develop globally competitive Indian AYUSH brands, not just increase exports. He highlighted the sector’s potential as a sunrise export segment and urged industry players to prioritize innovation, branding, and quality. Agrawal also stressed the importance of intermediaries in connecting Indian AYUSH products with global markets.
AYUSH Secretary Vaidya Rajesh Kotecha called for expediting flagship initiatives like Ayush Mark and Ayurveda Aahar to enhance quality assurance and global competitiveness. He urged industry stakeholders to improve product quality, packaging, branding, and readiness for international markets. Kotecha also mentioned efforts to align Indian standards with global benchmarks for wider acceptance of AYUSH products.
AYUSHEXCIL Chairman Dr. Anurag Sharma highlighted India’s potential as a trusted global hub for holistic healthcare. He emphasized the need for collaboration among the government, industry, and research institutions to boost scientific validation, quality assurance, innovation, and global branding. The session concluded with interactive discussions where stakeholders shared suggestions on enhancing market access, regulatory facilitation, and international collaboration.
