The Department of Commerce, in collaboration with the Ministry of AYUSH and the AYUSH Export Promotion Council (AYUSHEXCIL), organised a government-industry brainstorming session in New Delhi to discuss strategies for strengthening India's global leadership in the AYUSH sector.

Held under the theme "Strengthening India's Global Leadership in Traditional Wellness: Innovation, Quality, Exports and International Collaboration in the AYUSH Sector," the event brought together more than 150 participants, including government officials, exporters, manufacturers, MSMEs, startups, researchers, industry bodies and state licensing authorities.

Discussions focused on expanding AYUSH exports by leveraging India's Free Trade Agreements, enhancing global branding, improving quality standards and WHO-GMP compliance, promoting the Ayush Quality Mark, encouraging scientific validation and innovation, boosting medical value travel, and addressing regulatory and market access challenges.

Speaking at the event, AYUSHEXCIL Chairman and Member of Parliament Dr. Anurag Sharma highlighted the growing global acceptance of traditional medicine and called for stronger collaboration between the government, industry and research institutions to enhance quality, innovation and global branding.

Commerce Secretary Rajesh Agrawal described the AYUSH sector as a high-potential sunrise export segment and stressed that the focus should be on building globally competitive Indian AYUSH brands through innovation, value addition, quality enhancement and effective branding. He also reaffirmed the department's commitment to supporting exporters through continued outreach and capacity-building initiatives.

AYUSH Secretary Vaidya Rajesh Kotecha urged stakeholders to accelerate the implementation of flagship initiatives such as Ayush Mark and Ayurveda Aahar to improve quality assurance and international competitiveness. He also encouraged exporters and MSMEs to strengthen product quality, packaging and global market readiness while making greater use of government support initiatives.

The session concluded with an interactive discussion where industry stakeholders shared recommendations on improving market access, ease of doing business, innovation, branding and international collaboration. The suggestions will help shape future policy measures and export promotion efforts aimed at strengthening Brand India AYUSH in global markets.