India’s push to expand its global wellness footprint received a fresh boost after AYUSHEXCIL and the Spices Board of India signed a memorandum of understanding to jointly promote Ayush products and medicinal spices in international markets.
The agreement, signed in the presence of Union Minister of State for Ayush and Health and Family Welfare Prataprao Jadhav, aims to strengthen export promotion, quality assurance, scientific validation and branding of Ayurveda-linked products and Indian medicinal spices. The collaboration is expected to benefit farmers, exporters, startups, MSMEs and women entrepreneurs working across the Ayush and spice sectors.
Jadhav described the partnership as a step towards strengthening India’s traditional wellness systems and expanding the global reach of Ayurveda, medicinal plants and Indian spices. He said the collaboration comes at a time when India is seeking to position itself as a global hub for holistic health and natural wellness products.
“Ayurveda and Indian spices have for centuries symbolised preventive healthcare, balanced living and natural wellness knowledge,” the Minister said, adding that the partnership reflects a shared commitment to support industry stakeholders as well as global consumers seeking natural health products.
A key feature of the collaboration is the proposed “Spice and Heal” initiative, which the Ministry said could emerge as a branding campaign for India’s wellness and natural healing ecosystem. According to Jadhav, the initiative has the potential to strengthen India’s identity as a global wellness leader by linking the country’s traditional medicine systems with its long-established spice trade.
The agreement also focuses on traceability frameworks, innovation, capacity building and international market development for functional foods, nutraceuticals, herbal extracts and value-added Ayurvedic and spice-based products.
Officials said both organisations would jointly participate in international trade fairs and promotional activities, while also engaging with Codex-related processes and scientific validation efforts aimed at improving global acceptance of Indian wellness products.
The MoU was signed by Dr Anurag Sharma, chairman of AYUSHEXCIL, and M.S. Manivannan, Secretary, Spices Board of India.
Jadhav said the partnership aligns with the Centre’s broader focus on Atmanirbhar Bharat, Vocal for Local, Make in India and Heal in India. He added that the government sees traditional knowledge systems and wellness products as part of India’s economic and global identity strategy.
The Ministry said the collaboration is expected to open new opportunities for export growth, rural development, employment generation and international cooperation in the wellness economy. It also expects the initiative to create greater market access for Indian farmers and small businesses involved in medicinal plants, spices and Ayurvedic products.
The agreement signals a growing effort by the government to integrate India’s traditional medicine sector with export-oriented industries, particularly as demand for natural wellness and functional food products expands globally.
