Awareness and Acceptance of Ayurveda Products and Services in Indian Urban Market: A Survey Research

Ayurveda system provides long-term support to develop inherent powers of the body to fight against the diseases focuses the overall wellness of a person in highly personalized way (Hans, 1999 & Ernst, 1998). Ayurveda had been integrated in Indian culture since ancient time. So the awareness of the benefits of medicinal and aromatic plants among people has been used as a driving force for Indian pharmaceutical industry (Nagori, 2011). Now, Ayurveda sector is focusing more development on food, cosmetics and perfumes industries with natural influences in the future perspectives. Ayurveda products have got the popularity in current days for quick acceptance of different Ayurveda products segment by the Indian urban people (Mukherjee, 2002 & Francis, 1994). For example, Dabur has created diversified product profile from biomedical or healthcare products (Chyawanprash, Pudinhara) to family products (Lal Danthamanjan, Hair Oil) to capture the market (Harilal, 2009). As per Hussain, et al. (1997), Ayurvedic medical system emphasizes the healing of body and mind of a person in highly personalized way. In developing countries, most of the medical bills have been paid by government or insurers and employers which are 87% of health care expenses in U.S. But, in India, the spending amount for health care is very high. So, Indian people are attracted towards less expensive Ayurveda medical system. Also opportunity is huge for private investment and entrepreneurship in this medical system (Dawson and Pollard, 2007). This study focuses the influences of different factors on Ayurveda acceptance and awareness in Indian urban market. This study emphasizes the future marketing strategies with a business model for Ayurveda sector development. The finding discusses the effective promotional tools for increasing Ayurveda awareness in Indian urban market.