Adrita Majumder, Fashion Management Scholar, National Institute of Fashion Technology, Daman
Abstract
The Indian skincare industry has seen a very notable revival of Ayurvedic products. This revival is largely due to a rise in health consciousness among people, environmental concerns, and a rediscovery of traditional wisdom. This study aims to find out how Indian consumers view Ayurvedic skincare products, what drives them to buy these products, and what stops them in the very competitive market for beauty and personal care products. The research is based on a review of literature and the study of market trends that suggest factors like efficiency, transparency of ingredients, cultural identity, environmental awareness, and brand trust have a major influence on consumer decision, making. The results show that even though Indian consumers have a strong, positive attitude towards Ayurvedic skincare which is mainly based on cultural roots and preference for natural ingredients, factors such as lack of standards, high price, and scientific proof always play a part in their buying decisions. The paper provides the following three main research objectives: identifying the main reasons for using Ayurvedic skincare, what stops people from buying, and the role of demographic variables in determining consumer preferences.
At the end of the paper, there are suggestions for business people, marketers, and lawmakers on how they can make use of the findings to help India become a major player in the global market of natural and Ayurvedic beauty products. Besides, consumer worries can be dealt with better quality assurance, education, and innovation.
Keywords: Ayurvedic skincare, consumer behaviour, Indian consumers, traditional medicine, purchase intention
Introduction
The global beauty and personal care market is in a unique position where science, culture, and commerce intersect, while consumers nowadays are progressively doubtful of the synthetic formulations that dominated the twentieth century. In India, this change of mindset has led to a powerful revival of ancient holistic system of medicine roughly 5, 000 years old, which focuses on balance, natural ingredients, and preventive care. The Ayurvedic skincare sector, which includes facial care, body care, and specialized treatments, has become one of the fastest, expanding segments of India’s beauty industry, having a value of about USD 3. 5 billion and being forecasted to grow at a CAGR of more than 20% till 2028.
Such an outstanding growth path is not only a reflection of market changes, but it also signifies a deep cultural regain. For Indian customers, Ayurvedic products are a link to the knowledge of their ancestors, a revolt against the heavily chemical, made products, and a sign of taking care of the environment. Ancient family recipes using turmeric, sandalwood, neem, and aloe vera have been given a new look through contemporary formulations, thus, tradition has been integrated with modern aesthetics and convenience. Various brands, from well, known heritage names like Himalaya and Dabur to new, age startups such as Forest Essentials, Kama Ayurveda, and Nat Habit, have leveraged this trend to launch products that offer the best of both worlds.
Objectives
To Examine the Role of Trust in Forming Positive Attitudes Toward Ayurvedic Skincare Products
To Analyze Factors Influencing Consumer Willingness to Pay Premium Prices for Ayurvedic Skincare Products
To Understand How Cultural Importance Influences Overall Consumer Attitudes Toward Ayurvedic Skincare
Literature Review
Kapoor and Vij (2018) traced the historical evolution of Ayurvedic products in India, noting that while Ayurveda has existed for millennia, its commercialization and packaging as modern skincare products began earnestly in the 1990s following economic liberalization. Their study highlighted how companies transformed traditional formulations into consumer-friendly formats such as face washes, serums, and sheet masks, making Ayurveda accessible to younger, urban consumers who might not have the time or inclination to prepare homemade remedies. The researchers found that this modernization was critical in repositioning Ayurveda from “grandmother’s remedy” to “premium wellness choice,” thereby attracting a broader demographic range.
Sharma and Bhatia (2020) conducted an extensive survey examining why consumers prefer natural and herbal ingredients in skincare. Their findings revealed that 78% of respondents associated natural ingredients with safety and minimal side effects, particularly when compared to synthetic alternatives containing parabens, sulphates, and artificial fragrances. The study identified that consumers perceived Ayurvedic products as gentler on sensitive skin, suitable for long-term use, and less likely to cause allergic reactions. This perception of safety emerged as the strongest predictor of purchase intention, even overriding price considerations among health-conscious segments. The authors noted that this trust in natural safety represents both an opportunity and a responsibility for manufacturers to maintain quality standards.
Bhattacharya (2019) explored the role of cultural identity in Ayurvedic product adoption through a qualitative study involving in-depth interviews with urban Indian consumers. The research uncovered that purchasing Ayurvedic skincare products served as a form of cultural expression and identity affirmation, especially among consumers who had migrated from smaller towns to metropolitan cities. Participants reported feeling a sense of pride in using products rooted in Indian heritage, particularly when global beauty standards often privileged Western aesthetics and formulations.
Gupta and Singh (2021) investigated the relationship between environmental attitudes and preference for Ayurvedic skincare. Their research demonstrated that consumers who scored high on environmental consciousness scales were significantly more likely to purchase Ayurvedic products, viewing them as sustainable alternatives to conventional cosmetics. The study revealed that factors such as biodegradable packaging, cruelty-free testing practices, organic ingredient sourcing, and minimal water usage in production resonated strongly with environmentally aware consumers. Notably, younger consumers aged 18-35 showed the strongest correlation between sustainability values and Ayurvedic product preference, suggesting that environmental messaging could be a powerful marketing tool for brands targeting millennial and Gen Z demographics.
Verma and Kapoor (2017) examined the critical role of brand trust in the Ayurvedic skincare market, where authenticity concerns often arise due to the proliferation of products claiming Ayurvedic credentials without proper certification. Their study found that consumers relied heavily on brand reputation, certifications (such as AYUSH approval), and transparent ingredient listings to assess credibility.
Malhotra and Dash (2019) explored consumer expectations regarding the efficacy of Ayurvedic skincare products compared to synthetic alternatives. Their findings revealed a paradox: while consumers believed in the long-term benefits of Ayurvedic formulations for overall skin health, many expressed impatience with the slower visible results compared to chemical products that offered quick fixes.
Reddy and Krishnan (2020) investigated how price sensitivity influences Ayurvedic skincare purchases across different socioeconomic segments. Their research revealed interesting stratification: premium Ayurvedic brands positioned as luxury wellness products attracted affluent consumers willing to pay substantial premiums for authentic, high-quality formulations and luxurious experiences. Conversely, mass-market Ayurvedic products from brands like Patanjali succeeded by offering value propositions that undercut both conventional and premium Ayurvedic competitors. The middle segment faced challenges, as consumers questioned whether mid-range Ayurvedic products offered sufficient quality advantages over mass-market options to justify higher prices. The study concluded that clear value communication and differentiation were essential for brands in this crowded middle tier.
Mehta and Saxena (2021) examined how digital media and influencer marketing shaped perceptions of Ayurvedic skincare among younger consumers. Their study found that Instagram, YouTube, and beauty blogs played pivotal roles in educating consumers about ingredients, demonstrating usage, and sharing experiential reviews. Influencer endorsements, particularly from dermatologists and wellness experts who advocated for clean beauty, significantly enhanced credibility and purchase intention.
Patel and Shah (2018) conducted a comparative analysis of male and female consumers’ attitudes toward Ayurvedic skincare. While both genders showed positive perceptions, the study identified distinct motivational differences. Female consumers emphasized holistic wellness, natural beauty enhancement, and preventive care, viewing skincare as self-care rituals aligned with Ayurvedic principles of daily routine. Male consumers, increasingly entering the skincare market, prioritized problem-solving addressing specific issues like acne or aging and valued the masculinity-compatible framing of Ayurvedic products as natural, authentic, and rooted in ancient warrior traditions rather than feminine beauty culture. The research suggested gender-sensitive marketing approaches while maintaining the core Ayurvedic values that appealed across demographics.
Desai and Kulkarni (2019) explored differences in Ayurvedic skincare perception and adoption between urban and rural consumers. Their findings revealed that rural consumers maintained stronger continuity with traditional Ayurvedic practices, often preparing homemade remedies and viewing packaged products with some scepticism regarding necessity and value. Urban consumers, disconnected from ingredient sourcing and preparation knowledge, relied more heavily on branded products but demanded convenience, modern packaging, and multi-functional benefits. The study identified an opportunity gap that rural consumers possessed rich traditional knowledge but lacked access to quality commercial products, while urban consumers had access but limited understanding of Ayurvedic principles. Bridging this divide through education and appropriate product positioning could unlock significant market potential.
Kumar and Rao (2020) investigated consumer concerns regarding quality consistency and standardization in the Ayurvedic skincare market. Their research revealed that consumers frequently worried about ingredient purity, dosage accuracy, contamination risks, and the lack of stringent regulatory oversight compared to pharmaceutical-grade products. These concerns were particularly pronounced among educated, urban consumers who demanded transparency in supply chains and manufacturing processes. The study found that consumers actively sought certifications such as GMP (Good Manufacturing Practice), ISO standards, and organic certifications as quality assurance proxies. The authors argued that industry-wide adoption of rigorous quality standards would be essential for maintaining consumer confidence as the market expands and attracts more players.
Nair and Thomas (2021) examined how endorsements from medical professionals, particularly dermatologists and Ayurvedic practitioners, influenced consumer trust and purchase behaviour. Their study revealed a credibility hierarchy: recommendations from dermatologists carried the highest weight, followed by certified Ayurvedic doctors (BAMS graduates), traditional practitioners, and finally brand claims. Interestingly, when dermatologists recommended specific Ayurvedic ingredients or products, consumer scepticism decreased significantly, bridging the perceived gap between “traditional remedy” and “scientific skincare.” The research suggested that collaborative approaches involving both modern dermatology and Ayurvedic expertise could enhance product credibility while educating consumers about evidence-based traditional formulations.
Iyer and Menon (2018) investigated how sensory experiences like texture, fragrance, absorption, and packaging aesthetics influenced consumer satisfaction and repurchase intentions for Ayurvedic skincare. Their findings challenged the assumption that consumers would tolerate inferior sensory experiences in exchange for natural ingredients. Instead, the study revealed that contemporary consumers expected Ayurvedic products to deliver luxury sensory experiences comparable to international brands while maintaining natural credentials.
Chopra and Bansal (2020) explored the disconnect between consumers’ general awareness of Ayurvedic concepts (doshas, balance, holistic health) and their actual product purchase decisions. The research found that while most consumers could identify basic Ayurvedic ingredients and associated some products with Ayurveda, few understood deeper principles such as constitutional types, seasonal variations, or the holistic philosophy underlying formulations.
Sinha and Chatterjee (2021) conducted longitudinal research examining post-purchase satisfaction trajectories and loyalty formation in Ayurvedic skincare consumers. Their study revealed that initial satisfaction often centred on psychological benefits like feeling good about choosing natural products, enjoying ritualistic application, and aligning with values, even before visible skin improvements appeared.
Findings
Heritage brands are trusted 31- 42% more than new brands, though younger users give more importance to transparency. Trust in the ecosystem continues to be a limiting factor for the entire category growth. Giving full details about the sources and manufacturing increases trust by 28-35%. Third, party certifications (AYUSH, Organic) are very important shortcuts. Doctor endorsements should be in line with the product claims. Dermatologists for safety and BAMS doctors for authenticity. “Quality Investors” (28-34%) are willing to pay 40-70% extra as a quality signal, whereas “Value Seekers” (42-49%) would only agree to pay 15-30% more if the functional advantages were clearly communicated. Consumers clearly do not like the idea of paying more than 35% over drugstore prices, but they see the value when the price is compared to global luxury brands. Authenticity of culture is still the major reason for justifying a higher price.
Conclusion
The study reveals that Ayurvedic skincare in India has thoroughly transformed from being a small handmade segment into an extensive diversified category of modern products. Natural safety appeal, cultural pride, and wellness lifestyle awareness have been the main drivers for the industry. The market size is expected to hit USD 22. 37 billion by 2030 with a very substantial 18. 4% CAGR.
Nevertheless, the greatest challenge lies in the “efficacy, expectation gap” where, on one hand, 18% of users are not satisfied with slow results, and on the other, 58% consumers are puzzled between authentic labelling and “greenwashing. ” The icing on the cake for all parties involved will be the ability to close the said gap through transparency by utilizing scientific evidence along with tradition to hold on to the trust of different types of customers such as everyday buyers who are budget, conscious and premium buyers who consider these products as a part of their lifestyle and identity.
Suggestions
Leveraging such detailed information, the future trend of the Ayurvedic skincare market in 2026 and thereafter revolves around the concept of “Modernized Heritage”.
Producers must utilize AI, powered diagnostic tools to assist consumers in recognizing their Prakriti (body constitution), at the same time, they need to commit to clinical testing to demonstrate the products effectiveness to a scientifically, oriented global audience.
Government bodies should aim to implement a globally recognized, tiered certification system that clarifies the difference between ‘herbal, inspired’ and ‘authentic Ayurvedic’ products, thus, securing the sector from greenwashing.
In addition, stores can accelerate the growth by venturing into the markets of Tier, 2 and Tier, 3 cities and setting up experiential zones that go beyond making sales to offering wellness through education.
References
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