Reimagining Ayurveda for the Modern World
Dr. Payal Joshi
Founder and Co-Founder
Jishan Herbal, Ayurveda Elixir and Cerafa Exim Private Limited
Reimagining Ayurveda for the Modern World
Dr. Payal Joshi
Founder and Co-Founder
Jishan Herbal, Ayurveda Elixir and Cerafa Exim Private Limited
For centuries, Ayurveda has offered a holistic framework for health rooted in balance, prevention, and natural healing. Yet in today’s evidence-driven and globally regulated healthcare ecosystem, translating this ancient science into credible and accessible solutions demands research, innovation, and entrepreneurial vision. Dr Payal Joshi, co-founder of Cerafa Exim Private Limited, Jishan Herbal, and Ayurveda Elixir, has built her career around this mission: making Ayurveda authentic, scientifically grounded, and globally relevant.
Trained as an Ayurveda consultant, Dr Payal completed her graduation in 2001 and spent nearly a decade practising as a clinician. During these years, she encountered a major challenge of the uncertainty surrounding the authenticity, sourcing, and quality of herbal medicines available on the market. In Ayurveda, the purity and proper processing of herbs play a crucial role in determining therapeutic outcomes. Recognising this gap, she became determined to create formulations aligned with classical Ayurvedic standards.
This vision led her to establish Jishan Herbal in 2011, focusing on manufacturing Ayurvedic products using herbs sourced and processed according to traditional Ayurvedic texts and strict quality benchmarks. Over time, her entrepreneurial journey expanded further. Through Cerafa Exim Private Limited, she introduced Ayurveda-based wellness and grooming solutions for veterinary and pet care, while Ayurveda Elixir supports global practitioners with compliant Ayurvedic formulations suited to international regulations. Supporting her journey is her husband, Dr Tejas Ratneshwar, an MD in homoeopathy and head of department at a medical college, who often collaborates with her in research and formulation analysis.
Today, Dr Payal continues to champion a mission to make Ayurveda more authentic, scientifically credible, and globally accessible. How? She shares details in this exclusive interview.
What led you to develop palatable Ayurvedic products for children?
The idea emerged from my personal experience as a mother. When my sons were young, I often struggled to give them Ayurvedic medicines because many herbs are naturally bitter and difficult for children to consume, even though they are highly beneficial for immunity and growth.
This inspired me to find a way to preserve the therapeutic value of Ayurveda while making it more acceptable for children. After extensive research, we transformed nearly 18 bitter herbs into chocolate-flavoured, mouth-dissolving granules. The result was ChocoHerb, which has now reached nearly 3.5–4 lakh children through institutions, NGOs, and community initiatives across different regions.
What key obstacles did you encounter along the way?
The first major challenge was sourcing authentic, high-quality herbs. Since consistent quality is not always available in the market, we introduced contract farming and collaborated with farmers to cultivate medicinal herbs according to Ayurvedic standards, ensuring traceability and purity.
Another challenge was introducing Ayurveda to international audiences, where consumers often seek scientific validation. To address this, we began conducting clinical research and trials to support our formulations with evidence. By combining traditional knowledge with scientific data, we present Ayurveda in a way that aligns with global expectations.
What message do you have for future Ayurvedic entrepreneurs?
Be authentic to Ayurveda. If you claim to create Ayurvedic products, ensure the formulations genuinely reflect their principles. At the same time, Ayurveda should be seen as complementary to modern medicine, playing a vital role in preventive care, lifestyle management, and long-term wellness.
The Entrepreneur’s Essentials
Entrepreneur’s Toolkit
- Essential Tools and Resources: Classical Ayurvedic texts
- Book Recommendations: Charaka Samhita, Sushruta Samhita, and Arya Bhishak
The Entrepreneur’s Playlist
- Music for Inspiration: Sufi music and ghazals of Jagjit Singh
What inspired you to bring Ayurveda into veterinary and pet care?
Ayurveda has historically included veterinary care. When classical texts were written, animals such as cows, buffaloes, and horses were central to daily life, and several formulations supported their health and productivity. Our entry into this space began with Lattemax, an herbal formulation developed to naturally enhance milk yield in dairy animals.
Today, many farmers rely on hormonal injections, which can introduce toxins into the milk supply. Lattemax provides a natural alternative using Ayurvedic herbs and extracts. This experience later led us to expand into pet wellness through Cerafa Exim, focusing on herbal grooming and wellness solutions for companion animals.
What research initiatives are you working on right now?
One of the most exciting areas I’m currently focused on is Ayurveda Elixir, which aims to help Ayurvedic practitioners worldwide access compliant products. Many doctors abroad struggle to source formulations that meet their country’s regulatory standards.
Through this initiative, we assist with documentation, regulatory dossiers, labelling, and approvals, enabling them to import Ayurvedic products legally while bridging the gap between traditional research and global application.
What guiding values influence your work?
Transparency and integrity guide my work. We provide clients with complete fact sheets detailing raw material costs, packaging, and margins to ensure full transparency. We also follow honest labelling, clearly mentioning every herb and excipient used in our formulations. For us, authenticity in both product formulation and communication is non-negotiable.
Are there any innovations you’re currently working on?
We are developing more palatable Ayurvedic formulations, including vegan herbal chocolates infused with ingredients like curcumin, shilajit, and ashwagandha. These products meet EU and US standards.
In pet care as well, we are creating formulations aligned with global compliance and quality benchmarks.
