Lok Sabha Question No. 849 (UNSTARRED), answered on 2025-02-07
Subject: Ayurvedic Food Products
Ministry: AYUSH
Asked by: Shri Mukeshkumar Chandrakaant Dalal, Dr. D. Purandeswari

## GOVERNMENT OF INDIA MINISTRY OF AYUSH

## LOK SABHA UNSTARRED QUESTION NO.849 TO BE ANSWERED ON 07 th  FEBRUARY, 2025

## 'Ayurvedic Food Products'

849.    Dr. D. Purandeswari:

Shri Mukeshkumar Chandrakaant Dalal:

Will the Minister of AYUSHbe pleased to state:

- (a)  whether  any  strategies  are  being  implemented  by  the  Government  to  promote  Ayurveda based food innovations for achieving sustainable nutrition goals and if so, the details thereof;
- (b) the manner in which the concept of Ayurveda Aahaar align with international standards and global food security objectives;
- (c) the steps being taken by the  Government to encourage investment in Ayurvedafocusedstartups and their integration into mainstream markets;
- (d)  the  manner  in  which  the  Government  plan  to  address  public  misconceptions  relating  to thetaste and adaptability of Ayurvedic food products; and
- (e) whether there are any specific export promotion initiatives for Ayurveda Aahaar to expand its reach in global markets and if so, the details thereof?

## ANSWER THE MINISTER OF STATE (IC) OF THE MINISTRY OF AYUSH (SHRI PRATAPRAO JADHAV)

- (a) The strategies implemented by the Government to promote Ayurveda based food innovations for achieving sustainable nutrition goals are as follows:
1.  Food  Safety  and  Standards  Authority  ofIndia  (FSSAI)  has  published  the  Food  Safety  and Standards  (Ayurveda  Aahara)  Regulations,  2022  [FSS(AA)].  According  to  these  regulations, 'Ayurveda  Aahara'  means  a  food  prepared  in  accordance  with  the  recipes  or  ingredients  or

processes as per method described inthe authoritative books of Ayurveda listedunder 'Schedule A' of these regulations. The Regulations include:

- Category A- Ayurveda Aahara prepared in accordance with the Authoritative Ayurveda Texts in Books listed in Schedule A.
- Category  B-  A  new  recipe  of  Ayurveda  Aahara  using  ingredients  listed in the Authoritative Ayurveda Texts in Books listedin Schedule A, along with other botanicals used in Ayurveda Dietetic Principles (viz. Rasa Guna, Virya Vipaka, and Karma)
- Category B1- Ayurveda Aahara presented in a format different from that specified in the Authoritative Texts of Books listed Schedule A.
- Category B2- Ayurveda Aahara intended to provide a health benefit, or as an adjuvant, to support a specific disease condition or disorder specified/ not specified in the Authoritative  Texts  of  Books  listed  Schedule  (Ayurveda  Aahara  in  A.  for  Specific Medical Purpose).

2.The Ministry of Ayush implements the Central Sector Scheme for Promotion of Information Education and Communication (IEC) in Ayush to create awareness regarding Ayush Systems of Medicine.  This  aims  to  reach  out  to  all  sections  of  the  population  across  the  country.  This scheme  provides  assistance  for  organizing  National/State  Arogya  Fairs,  Yoga  Fests/Utsavs, Ayurveda  Parvs  etc.  The  Ministry  also  undertakes  Multi-Media,  Print  Media  Campaigns  for creating awareness about Ayush systems.

3.  Rashtriya Ayurveda Vidyapeeth (RAV) has created few Ayush Aahar like Poshak Cookies, Annie Bread, Sumit Jam, Jeetayu Tea, NP Quenchy Drink, AG Ketchup, Full Moon Chocolate based on Ayurveda principles. RAV has signed MoU with NIFTEM to train Ayurveda graduates in the preparation of food and to instill entrepreneurship qualities among them. A similar training arrangement  was  made  in  collaboration  with  Jamia  Hamdard  University.  RAV  has  trained nearby 120 Ayurveda graduates in the last 18 months. All the products are made only through FSSAI licensed manufacturers so that the standards of products are maintained/ensures.

4.  All  India  Institute  of  Ayurveda  (AIIA)  conducts  various  PG,  PhD,  and  research  projects related  to  Ayurveda-based  food  innovations.  These  initiatives  explore  and  validate  Ayurveda dietary principles for sustainable nutrition goal. AIIA also maintains a repository of theses and dissertations focused on Ayurveda food innovations.

(b) Ayurveda Aahara and its ingredients shall comply with Food Safety and Standards Act, 2006, Food  Safety  and  Standards  (Contaminants,  Toxins  and  Residues)  Regulation,  2011  and horizontal food standards, which are in harmonization with global standards.

(c)The  steps  being  taken  by  the  Government  to  encourage  investment  in  Ayurveda-focused startups and their integration into mainstream markets are as follows:

All  India  Institute  of  Ayurveda  (AIIA),  New  Delhi  promotes  Ayurveda-focused  startups  by providing technical guidance, research support, and validation for Ayurveda-based innovations. AIIA also participates in various fairs and exhibitions to showcase Ayurveda-based food recipes and products, helping startups gain visibility in the mainstream market. Additionally, AIIA has signed  a  MoU  with  NIFTEM  (National  Institute  of  Food  Technology  Entrepreneurship  and Management)  to  offer  technical  and  entrepreneurial  support  for  Ayurveda-based  food  and wellness startups.

(d) The initiatives taken by institutes of Ministry of Ayush to remove public misconceptions and promote wider acceptance of Ayurveda food products are as follows: -

1.  All  India  Institute  of  Ayurveda  (AIIA)  is  actively  working  to  eliminate  misconceptions regarding the taste and adaptability of Ayurveda food products. To achieve this, AIIA:

- Distributes nutritious and tasty food products in various camps, and exhibitions addressing the public misconceptions related to the taste and adaptability of Ayurveda food products.
- Conducts  public  awareness  lectures  in  patient  waiting  areas  to  educate  people  about  the benefits and palatability of Ayurveda food.
- Distributes IEC (Information, Education, and Communication)  materials to provide scientifically backed information.
- Regularly shares social media posts to reach a wider audience and promote awareness.

2. Further, Rashtriya Ayurveda Vidyapeeth (RAV) through its campaigning on various fora has established that Ayush Aahar is not only healthy but also testy. It has been observed that there is huge demand for such items and it has been seen during recently concluded India International Trade Fair, wherein RAV was able to sell food items for more than Rs. 1 Lakh without much advertisement. It shows that people support tasty and healthy food.

(e) The details of export promotion initiatives for Ayurveda Aahaar to expand its reach in global markets are as follows:

1. In  2023  and  2024  Ministry  has  participated  as  partner  in  the  'World  Food  India  event from 3 rd to 5 th November,  2023'and  19 th to 22 nd September,  2024 respectively showcasing innovative Ayush Aahar products.
2. In  the  year  2023,  eighteen  start-ups  from  across  the  country  exhibited  over  30  newly developed products at the Ministry's pavilion at Pragati Maidan.  A special session on Ayush Aahar highlighted the health benefits of the Ayush diet and strategies to integrate Ayurveda into daily life. Discussions also focused on fostering innovation in the Ayush sector, engaging with unicorns, and supporting new start-ups.
3. In the year 2024, out of 1200 exhibitors, 10 startups were participated at the Ministry's pavilion at Bharat Mandapam, Pragati Maidan, New Delhi.  A Session organized on 20 th September,  2024  titled Revolutionizing Nutrition:  Ayush  Food  Innovations  for  a Sustainable  World  served  as  a  critical  forum  for  exploring  the  global  potential  of Ayurveda  practices  and  products.  It  brought  together  a  diverse  group  of  stakeholders, including industry leaders, policymakers, and startups, to examine how Ayush foods and nutraceuticals could flourish. The discussion covered a range of topics, from the benefits and adaptation of Ayush products to strategies for startup growth and market expansion.
4. To  showcase  India's  ambition  to  become  a  global  food  processing  hub  by  fostering international  collaboration  and  attracting  significant  investment  in  the  food  processing sector,  organized  by  the  Ministry  of  Food  Processing  Industries,  Government  of  India, the  event  brought  together  delegates  from  all  across  the  globe,  highlighting  India's growing prominence in the global food supply chain.

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