Consumer Perception of "Ethical Branding" Rooted in IKS: A Survey of Urban Consumers on Ayurvedic and Swadeshi Products

In recent years, urban consumers are increasingly drawn to brands that not only promise quality but also reflect ethical and cultural values. This study explores how “ethical branding” rooted in Indian Knowledge Systems (IKS) influences perceptions and purchasing behavior of Ayurvedic and Swadeshi products. Focusing on urban consumers, the research investigates four key areas: the ethical attributes consumers associate with IKS-based brands, the role of cultural rootedness in building trust and loyalty, the perception of premium value, and the balance between scientific validation and traditional faith in decision-making. Using a structured survey, the study examines whether IKS-based branding fosters stronger emotional connections and justifies higher pricing. Findings aim to provide actionable insights for marketers and policymakers, highlighting the potential of ethically and culturally grounded branding to meet the growing consumer demand for authenticity, sustainability, and heritage-driven products.