Bacterial endophyte-mediated enhancement of in planta content of key terpenoid indole alkaloids and growth parameters of Catharanthus roseus

► Bacterial (V1, V2, V3) and fungal (V4) endophytes were isolated from C. roseus. ► V1 and V3 outperformed the others in enhancing plant growth in glasshouse studies. ► They were characterized as Staphylococcus sciuri and Micrococcus sp., respectively. ► V3 enhanced plant growth and vindoline, ajmalicine and serpentine content in field. ► It would reduce the production cost of medicinal alkaloids in a sustainable manner.