Consumer behaviour towards Ayurvedic products in India

Abstract

Ayurveda is a traditional Indian system of medicine that focuses on holistic health and balance through natural remedies, diet, and lifestyle practices. Many skin and hair care products are available in the Indian markets. Yet, consumers are confused with brand authenticity, 100% natural or not? Reliability of the quality in the absence of proper third-party verification. This study examines this intriguing domain by probing consumer perceptions, experiences, and their ability to discern authentic natural products from those containing synthetic chemicals. The study is based on both primary and secondary data. Primary data is collected through structured questionnaires from a cross-section of 260 households in year 2022, and secondary data is collected from the Amazon ratings. The results of the primary survey show that 58% of respondents said they were unsure whether the ayurvedic or herbal hair and skin care products they use contain chemical ingredients. Results of the secondary survey show that purchasing decisions are not made solely based on a product's chemical-free ingredients; other considerations also play a role. Overall, higher share of five-star rating for ayurvedic products, indicates consumers are happy about the products, however,  the market concentration for the ayurvedic products is high, and there is a good scope for new entrants into the market