Influence of Sanskrit Terms in Modern Ayurvedic Branding and Consumer Perception

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DOI: https://doi.org/10.63345/ijrsml.v13.i9.1

Dr T. Aswini

KL University

Vadeshawaram, A.P., India

Abstract

In recent years, the global resurgence of Ayurveda has been accompanied by a proliferation of Ayurvedic brands striving for authenticity and differentiation in competitive markets. One prominent strategy has been the incorporation of Sanskrit terms—such as “Āyurveda,” “Śuddha,” and *“Sattva”—*into product names, packaging copy, and promotional materials. This manuscript investigates how the use of Sanskrit terminology influences consumer perception of Ayurvedic brands, focusing on dimensions of authenticity, perceived efficacy, and willingness to pay premium prices. Employing a mixed‑methods approach, we conducted (1) a quantitative survey of 450 urban Indian consumers to measure the relationship between exposure to Sanskrit‑laden branding and brand‑related attitudes, and (2) in‑depth interviews with 20 marketing professionals in the Ayurvedic industry to contextualize findings.

Results indicate that brands leveraging Sanskrit terms are perceived as significantly more authentic (𝑀=4.20 vs. 3.10 on a 5‑point scale, p<0.001) and efficacious (𝑀=3.90 vs. 3.00, p<0.001), and command an average 18% price premium over non‑Sanskrit counterparts. Qualitative insights reveal that Sanskrit invokes cultural heritage, spiritual resonance, and a deep‑rooted trust cultivated by millennia of textual tradition. Respondents associated Sanskrit‑infused names with rigorous classical learning and perceived products as being more rigorously formulated according to ancient texts. Moreover, the study uncovers that such linguistic cues bolster shelf‑impact and recall, enhancing consumers’ brand equity perceptions even after a single exposure.

However, the research also highlights boundary conditions: excessive or inauthentic use can engender skepticism among savvy consumers, particularly those with higher familiarity in Ayurveda scholarship. Interviewees reported social‑media criticisms when brands misapply or over‑anglicize Sanskrit, underscoring the delicate balance required. Finally, regulatory mandates in India regarding correct Sanskrit labelling for classical medicines further reinforce the strategic value of accurate terminology. By synthesizing quantitative metrics with practitioner perspectives, this study offers a comprehensive model of how Sanskrit operates as a semiotic asset in contemporary Ayurvedic marketing, providing actionable guidelines for brands seeking to harness linguistic heritage without compromising credibility.

Keywords

Sanskrit branding; Ayurvedic marketing; consumer perception; authenticity; willingness to pay

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