India’s traditional wellness sector received a digital push as Union Minister of State for AYUSH, Shri Prataprao Jadhav, along with AYUSH Secretary Vaidya Rajesh Kotecha, inaugurated a dedicated AYUSH Store on the quick-commerce platform Zepto, marking a new step in bringing traditional Indian health products closer to modern consumers.

The initiative, launched through collaboration between the AYUSH Export Promotion Council (AYUSHEXCIL) and the technology-driven delivery platform Zepto, aims to expand the digital reach of certified AYUSH products and improve consumer access to traditional health remedies through rapid online delivery networks.

The new digital shopfront brings together a curated range of authentic AYUSH products, including herbal supplements, immunity boosters, traditional formulations and other wellness products. By placing them on a widely used quick-commerce platform, the initiative seeks to make traditional health options easier to discover and purchase for consumers increasingly turning to digital marketplaces for daily health needs.

Speaking at the launch event, Shri Prataprao Jadhav said the initiative supports the government’s broader vision of strengthening India’s indigenous wellness sector while expanding its reach among modern consumers.

'This joint endeavour aligns perfectly with the Hon'ble Prime Minister Shri Narendra Modi ji's vision of promoting "Vocal for Local" and establishing India as a global hub for wellness and traditional medicine. Expanding the digital reach of AYUSH products will help connect manufacturers and practitioners with modern consumers while supporting the broader vision of strengthening India’s indigenous wellness sector. Furthermore, the Union Minister thanks Zepto, a young Indian startup, for conceptualising this idea for the promotion of the AYUSH sector by leveraging their technology to support this high-priority national initiative and drive economic growth,” he said.

AYUSH systems — which include Ayurveda, yoga, Unani, Siddha and homoeopathy — focus largely on preventive healthcare and natural healing approaches. Preventive healthcare means maintaining health and preventing illness through lifestyle practices, herbal formulations and natural therapies rather than relying solely on treatment after disease occurs.

Global scientific interest in traditional medicine has been growing recently. Several studies have examined the potential benefits of plant-based formulations used in Ayurveda and other traditional systems, particularly for immune support, digestive health and stress management. Experts note that wider access through digital platforms may help consumers explore such options more conveniently, although responsible use and medical guidance remain important.

AYUSH Secretary Vaidya Rajesh Kotecha said the launch reflects a broader effort to integrate India’s traditional wellness systems with modern digital commerce.

He noted that the initiative represents an important step in bringing centuries-old healthcare knowledge into contemporary consumer ecosystems, making holistic wellness solutions more visible and accessible for the public.

From the industry side, Zepto officials said the move responds to growing consumer interest in everyday wellness products.

Commenting on the partnership, Shri Rachit Ranjan, Chief Policy Officer, Zepto, said, “As a young Indian startup, our core commitment is to leverage our technology and logistics network to transform accessibility for the entire AYUSH category. Over the past few months, we’ve seen a steady rise in consumer searches and orders for everyday wellness products. Building a dedicated AYUSH shopfront was a natural next step to make these products easier to discover and access. We are glad to work with the Ministry of AYUSH to bring trusted Indian wellness traditions onto a modern digital platform and support the broader effort to digitise and scale the sector. The AYUSH Shopfront is a significant leap forward for holistic health, delivered within minutes.”

Officials said the partnership will include additional promotional activities aimed at raising awareness of AYUSH products among digital consumers while helping manufacturers strengthen their online presence.

As India’s digital economy continues to expand, the initiative highlights how traditional healthcare sectors are increasingly adapting to modern technology platforms to reach wider audiences and support the growing demand for accessible wellness solutions.