New Delhi, July 2: The Ministry of Commerce and Industry, in collaboration with the Ministry of AYUSH and the AYUSH Export Promotion Council, hosted a government-industry consultation session on the AYUSH sector on July 1, 2026, at the Commerce Building in New Delhi.
Over 150 participants, including senior government officials, exporters, manufacturers, small and medium enterprises, startups, researchers, industry association representatives, state licensing authorities, and other stakeholders, discussed a roadmap to strengthen India’s global leadership in the AYUSH sector. The session focused on “Strengthening India‘s Global Leadership in Traditional Health Services: Innovation, Quality, Export, and International Cooperation in the AYUSH Sector.”
Discussions covered various topics, including opportunities arising from India’s free trade agreements, global branding of AYUSH, export facilitation measures, quality standards, WHO-GMP compliance, AYUSH quality marks, scientific certification, innovation, medical value travel, health services, and strategies to address regulatory and market access challenges. Representatives from government, industry, research institutions, and the private sector exchanged ideas and shared practical suggestions to enhance the global competitiveness of Indian AYUSH products and services.
In his keynote address, Dr. Anurag Sharma, MP and Chairman of the AYUSH Export Promotion Council, highlighted the growing global acceptance of traditional medicine. He stated that India is well-positioned to emerge as a reliable global hub for holistic health services. He called for close collaboration among the government, industry, and research institutions to strengthen scientific certification, quality assurance, innovation, and global branding. He also emphasized the role of the AYUSH Export Promotion Council in supporting exporters through market development, capacity building, and international outreach programs.
Rajesh Agrawal, Secretary of the Commerce Department, reiterated the department’s commitment to supporting the AYUSH sector as a high-potential emerging export area. He noted that the goal is not just to increase exports but to build globally competitive Indian AYUSH brands. Highlighting opportunities from India’s expanding network of free trade agreements, he encouraged the industry to focus on innovation, branding, value addition, and quality. He underscored the critical role of intermediaries, trade facilitators, and other ecosystem partners in connecting Indian AYUSH products to global markets. He urged entrepreneurs and exporters to widely share their success stories to inspire greater participation and accelerate the sector’s growth. He reiterated that the department, in collaboration with the AYUSH Export Promotion Council, will continue outreach, awareness programs, and capacity-building initiatives to support the sector’s global expansion.
Vaidya Rajesh Kotecha, Secretary of the Ministry of AYUSH, emphasized the need to expedite the implementation of key initiatives like the AYUSH mark and Ayurvedic diet to ensure the quality of Indian AYUSH products and services and enhance global competitiveness. He urged industry stakeholders to capitalize on the growing global interest in Ayurveda and other traditional medical systems. He stressed the importance of improving product quality, packaging, branding, and international market presence. Highlighting the significance of continuous dialogue between the government and industry, he encouraged stakeholders to actively leverage government initiatives and emphasized the need for capacity building, particularly for exporters and small and medium enterprises. He also discussed ongoing efforts to align Indian standards with international standards in collaboration with national and international standard-setting bodies to facilitate widespread global acceptance of AYUSH products.
The session concluded with an interactive open discussion, where exporters, manufacturers, small and medium enterprises, startups, and other stakeholders shared suggestions on improving market access, regulatory facilitation, ease of doing business, innovation, branding, and international cooperation.
The recommendations from this consultation session will provide valuable guidance for future policy initiatives, export promotion efforts, and the joint endeavors of the Commerce Department, Ministry of AYUSH, and the AYUSH Export Promotion Council, aiming to strengthen Brand India AYUSH and further enhance India’s leadership in the global traditional health ecosystem.
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