**Executive Summary**
On May 25, 2026, AYUSHEXCIL and the Spices Board of India signed a Memorandum of Understanding (MoU) to strengthen the global promotion of Ayush products and medicinal spices. The partnership aims to position India as a global wellness leader through the "Spice and Heal" initiative, focusing on quality enhancement, scientific validation, and export growth. This collaboration is designed to benefit farmers, MSMEs, and startups while aligning with national visions such as "Make in India" and "Heal in India."
**Key Points / Main Content**
* **Strategic Objectives**
* Promotion of global cooperation in Ayush products and medicinal spices.
* Development of international markets for functional foods, nutraceuticals, herbal extracts, and value-added products.
* Launch of the "Spice and Heal" branding campaign to position India as a leader in holistic health.
* **Operational Focus Areas**
* Strengthening of quality assurance, standardization, and scientific validation.
* Implementation of traceability frameworks for products.
* Engagement with Codex to ensure international compliance.
* Joint participation in international trade fairs and promotional activities.
* **Economic and Social Goals**
* Enhancing India’s export growth and visibility in the global wellness economy.
* Driving employment generation and rural development.
* Supporting the vision of Atmanirbhar Bharat, Vocal for Local, and Make in India.
**Impact Analysis**
**Farmers**
**Impact**
Empowerment through rural development and increased global demand for traditional medicinal plants and spices.
**Action Required**
Focus on quality production and integration into the supply chain for value-added Ayurvedic and spice-based products.
**MSMEs, Startups, and Women Entrepreneurs**
**Impact**
Access to new business opportunities and a stronger platform for innovation in the wellness sector.
**Action Required**
Utilize capacity-building programs and international market development initiatives provided under the MoU.
**Exporters**
**Impact**
Improved global market access through scientific validation, better branding, and participation in international trade fairs.
**Action Required**
Align product standards with the new quality and traceability frameworks to meet international market requirements.
**AYUSHEXCIL and Spices Board of India**
**Impact**
Established as primary collaborators for research, innovation, and global branding of Indian natural products.
**Action Required**
Coordinate on branding initiatives, capacity building, and joint promotional activities to achieve the partnership's goals.
Key Entities Referenced
AYUSHEXCIL: The Ayush Export Promotion Council, which signed a Memorandum of Understanding to promote global exports of traditional Indian wellness products.
Spices Board of India: The regulatory and export promotion agency that partnered with AYUSHEXCIL to integrate medicinal spices into the global wellness market.
“Spice and Heal” Initiative: A proposed branding campaign designed to position India as a global leader in holistic health and natural healing solutions.
Ministry of Ayush: The primary government ministry overseeing the collaboration and the global integration of Ayurveda and traditional medicine.
Heal in India: A government initiative focused on promoting India's wellness heritage and traditional knowledge systems, which this partnership aims to support.
AYUSH
AYUSHEXCIL and Spices Board of India Sign
MoU to Strengthen Global Promotion of Ayush
Products and Medicinal Spices
“Spice and Heal” Initiative Can Position India as Global
Wellness Leader: Union Minister Shri Prataprao Jadhav
AYUSHEXCIL–Spices Board Partnership to Benefit Farmers,
MSMEs, Startups and Exporters Across Ayush and Spice
Sectors
Posted On: 25 MAY 2026 7:57PM by PIB Delhi
In a significant step towards strengthening India’s global leadership in traditional wellness and natural
products, a Memorandum of Understanding (MoU) was signed between AYUSHEXCIL and the Spices
Board of India in the presence of Shri Prataprao Jadhav, Union Minister of State (IC), Ministry of Ayush,
and Minister of State for Health and Family Welfare.
Shri Prataprao Jadhav congratulated AYUSHEXCIL and the Spices Board of India for what he described
as a “visionary and forward-looking partnership.” He said the collaboration represents an important step
towards strengthening India’s traditional wellness systems and promoting the global integration of
Ayurveda, medicinal plants, and Indian spices.
Highlighting India’s rich heritage, Shri Jadhav noted that Ayurveda and Indian spices have for centuries
symbolised preventive healthcare, balanced living, and natural wellness knowledge. He said the coming
together of the two sectors reflects a shared commitment to work for the benefit of farmers, industry,
startups, exporters, and global consumers.
The Minister expressed satisfaction that the collaboration focuses on critical areas such as quality
enhancement, traceability, scientific validation, innovation, export promotion, and development of
international markets. He also highlighted the proposed “Spice and Heal” initiative, stating that it has the
potential to emerge as a powerful branding campaign positioning India as a global leader in holistic health
and natural healing solutions.
Emphasising the Government’s commitment to empowering MSMEs, startups, women entrepreneurs,
farmers, and young innovators, the Minister said the initiative aligns closely with the vision of Hon'ble
Prime Minister Shri Narendra Modi for Atmanirbhar Bharat, Vocal for Local, Make in India, and Heal in
India. He added that the Prime Minister has consistently recognised India’s traditional knowledge systems
and wellness heritage as important pillars of the country’s global identity and economic progress.Expressing confidence in the long-term impact of the partnership, the Minister stated that the MoU would
open new avenues for export growth, employment generation, rural development, farmer empowerment,
and international collaboration. He conveyed his best wishes for the success of the partnership, noting that
it would further strengthen India’s reputation in the field of global wellness and natural products.
The MoU was signed by Dr. Anurag Sharma, Chairman, AYUSHEXCIL, and Shri M. S. Manivannan,
IAS, Secretary, Spices Board of India. The collaboration aims to promote global cooperation in Ayush
products and medicinal spices by strengthening export promotion, quality assurance, standardization,
research, innovation, and international market development for functional foods, nutraceuticals, herbal
extracts, and value-added Ayurvedic and spice-based products.
Under the partnership, both organizations will work together on branding initiatives, traceability
frameworks, scientific validation, capacity building, Codex engagement, and joint participation in
international trade fairs and promotional activities. The initiative is expected to create new opportunities
for exporters, farmers, MSMEs, startups, women entrepreneurs, and stakeholders across the Ayush and
spices sectors, thereby enhancing India’s export growth and global visibility in the wellness economy.***
SR/SV/SG
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