Reimagining Ayurveda for the Modern World
Founder and Co-founder, Jishan Herbal, Ayurveda Elixir and Cerafa Exim Private Limited
For centuries, Ayurveda has offered a holistic approach to 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 requires research, innovation, and entrepreneurial vision. Dr Payal Joshi, Founder of Jishan Herbal, Ayurveda Elixir and Co-founder of Cerafa Exim Private Limited, 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 this time, she encountered a major challenge of the uncertainty surrounding the authenticity, sourcing, and quality of herbal medicines available in 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 develop 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 development. She shares more about this journey 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, making them ifficult for children to consume despite their benefits for immunity and growth. This inspired me 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.
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 integral to daily life, and several formulations supported their health and productivity. Our entry into this space began with Lattemax, an herbal formulation designed to naturally enhance milk yield in dairy animals. As many farmers rely on hormonal injections that may introduce toxins into milk, Lattemax offers a safer herbal alternative. This experience later led us to expand into pet wellness through Cerafa Exim.
What key obstacles did you encounter along the way?
The first major challenge was sourcing authentic, high-quality herbs. To ensure consistency and purity, we introduced contract farming and worked with farmers to cultivate medicinal herbs according to Ayurvedic standards. Another challenge was presenting Ayurveda to international audiences who expect scientific validation. To address this, we began conducting clinical research and trials, combining traditional knowledge with scientific evidence to align Ayurveda with global expectations.
What research initiatives are you working on right now?
One of the most exciting initiatives I am currently working on is Ayurveda Elixir, which aims to support Ayurvedic practitioners worldwide in accessing compliant Ayurvedic formulations. Many doctors practising abroad often struggle to source products that meet the regulatory requirements of their respective countries. Through this initiative, we assist practitioners with documentation, regulatory dossiers, labelling guidance, and approval processes, enabling them to import Ayurvedic products legally while ensuring compliance with international standards. In doing so, we aim to bridge the gap between traditional Ayurvedic research and its practical application in global healthcare systems. At the same time, Ayurveda Elixir also functions as a collaborative platform for knowledge exchange and practitioner support. By engaging with wellness centres, yoga institutions, and holistic practitioners through seminars and awareness initiatives, we aim to introduce authentic Ayurvedic principles to wider global audiences.
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.
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 an important role in preventive care, lifestyle management, and long-term wellness.
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 are being designed to meet EU and US quality standards. In pet care as well, we are creating formulations aligned with global compliance and quality benchmarks.
