In line with the Central Government’s initiative to support start-ups, All India Institute of Ayurveda (AIIA) in association with Startup India has launched ‘Ayush Start-up challenge’ to encourage early-stage start-ups and individuals working on innovations in the Ayurveda sector and alternative healing. The winners of ‘Ayush Start-up Challenge’ will receive both a cash prize and incubation support from AIIA.