AYUSHEXCIL, Spices Board MoU to boost Ayush and spice exports
Synopsis
Two of India's key export-promotion bodies — AYUSHEXCIL and the Spices Board — have joined forces to push Indian Ayurvedic and spice-based products into global wellness markets. A proposed 'Spice and Heal' campaign could reframe India's export identity, with MSMEs, farmers, and women entrepreneurs among the direct beneficiaries.
Key Takeaways
AYUSHEXCIL and the Spices Board of India signed an MoU on 25 May 2025 in New Delhi .
The pact covers export promotion, quality assurance, standardisation, research, and international market development for Ayush and spice-based products .
A 'Spice and Heal' branding campaign has been proposed to position India as a global holistic health leader.
Beneficiaries are expected to include exporters, farmers, MSMEs, startups, and women entrepreneurs .
The MoU was signed by Dr Anurag Sharma (AYUSHEXCIL) and M.
Manivannan (Spices Board) in the presence of Minister Prataprao Jadhav .
AYUSHEXCIL and the Spices Board of India on Monday, 25 May signed a Memorandum of Understanding (MoU) in New Delhi to jointly advance India's standing as a global leader in traditional wellness, medicinal spices, and natural health products. The agreement was formalised in the presence of Union Minister of State for Ayush Prataprao Jadhav.
What the MoU Covers
The partnership is designed to align the export-promotion mandates of both bodies across a broad range of product categories — including functional foods, nutraceuticals, herbal extracts, and value-added Ayurvedic and spice-based products. Key areas of collaboration include export promotion, quality assurance, standardisation, research, innovation, and international market development, according to an official statement.
Both organisations will also work together on branding initiatives, traceability frameworks, scientific validation, capacity building, Codex engagement, and joint participation in international trade fairs and promotional events.
Who Signed the Agreement
The MoU was signed by Dr Anurag Sharma, Chairman of AYUSHEXCIL, and M. S. Manivannan, Secretary of the Spices Board of India. Minister Jadhav described the agreement as a 'visionary and forward-looking partnership,' noting that Ayurveda and Indian spices have for centuries symbolised preventive healthcare, balanced living, and natural wellness knowledge.
'Spice and Heal' Initiative
A proposed 'Spice and Heal' branding campaign was highlighted by Minister Jadhav as a potential centrepiece of the collaboration — one that could position India as a global hub for holistic health and natural healing solutions. The initiative, he said, aligns with Prime Minister Narendra Modi's vision for Atmanirbhar Bharat, Vocal for Local, Make in India, and Heal in India.
Who Stands to Benefit
The partnership is expected to open new opportunities for exporters, farmers, MSMEs, startups, women entrepreneurs, and other stakeholders across the Ayush and spices sectors. Officials expressed confidence that the MoU would drive export growth, employment generation, rural development, and farmer empowerment over the long term.
This comes amid growing global demand for plant-based wellness products and nutraceuticals, a market in which India's biodiversity and traditional knowledge systems give it a structural competitive advantage. Whether institutional coordination between AYUSHEXCIL and the Spices Board can translate that advantage into measurable export gains will be the partnership's real test.
Point of View
But India has a history of inter-agency agreements that generate press releases without generating export volumes. The real differentiator here would be the 'Spice and Heal' campaign — if it moves beyond a tagline into a funded, internationally recognised brand. India's Ayush export figures, while growing, remain a fraction of China's traditional medicine trade. Bridging that gap requires not just coordination but credible third-party quality certification that foreign regulators and buyers actually trust. The Codex engagement component is the most consequential clause in this MoU, and it deserves more attention than the branding headlines.
NationPress
11 Jul 2026
Frequently Asked Questions
What is the AYUSHEXCIL and Spices Board MoU about?
The MoU, signed on 25 May 2025, is a formal partnership between AYUSHEXCIL and the Spices Board of India to jointly promote exports of Ayurvedic products, medicinal spices, nutraceuticals, herbal extracts, and functional foods. It covers quality assurance, branding, scientific validation, and international market development.
What is the 'Spice and Heal' initiative?
'Spice and Heal' is a proposed branding campaign highlighted by Minister Prataprao Jadhav that aims to position India as a global leader in holistic health and natural healing. It is intended to unify the identity of Indian Ayurvedic and spice-based products in international markets.
Who will benefit from this partnership?
According to the official statement, the collaboration is expected to create new opportunities for exporters, farmers, MSMEs, startups, women entrepreneurs, and other stakeholders across the Ayush and spices sectors, with a focus on export growth and rural development.
Who signed the MoU and who was present?
The MoU was signed by Dr Anurag Sharma, Chairman of AYUSHEXCIL, and M. S. Manivannan, Secretary of the Spices Board of India. Union Minister of State for Ayush Prataprao Jadhav was present at the signing ceremony.
How does this MoU connect to government schemes like Atmanirbhar Bharat?
Minister Jadhav explicitly linked the initiative to Prime Minister Narendra Modi's Atmanirbhar Bharat, Vocal for Local, Make in India, and Heal in India programmes, framing it as part of a broader push to elevate India's traditional knowledge systems in the global wellness economy.
