A Study on the Marketing Challenges faced by Manufacturers of Ayush Products in India

Abstract

This qualitative study investigates the marketing challenges faced by manufacturers of Ayush products in India. Through in-depth interviews with marketing professionals from ten Ayush companies, the study identifies four clusters of challenges related to consumers, companies, the market, and government regulations. These challenges include consumer preferences for allopathic medicines, low return on marketing investments, regulatory hurdles in international markets, and limited government support. The findings reveal the complex landscape within which Ayush manufacturers operate and highlight the need for strategic interventions to address these challenges effectively.