Abstract:
In the contemporary competitive marketplace, brands increasingly use cultural identity and
heritage to create differentiation and strengthen consumer relationships. This study examines
branding strategies using Indian heritage and analyses how businesses incorporate traditional
cultural elements into brand identity and marketing communication. The study investigates the
impact of heritage branding on consumer perception, emotional connection, and purchase
behaviour. A descriptive research design was adopted using a structured questionnaire
administered to 100 respondents through convenience sampling. Data were analysed using
percentage analysis and interpretative statistical methods. The findings indicate that
consumers positively respond to heritage-based branding due to cultural connection,
authenticity, trust, and uniqueness. Most respondents demonstrated awareness of brands using
Indian heritage and expressed preference for such brands. The study concludes that heritage
branding strengthens brand identity, increases consumer trust, and creates emotional
engagement while simultaneously promoting Indian culture and traditional values. The paper
highlights the growing relevance of heritage branding in modern Indian marketing and its role
in creating sustainable competitive advantage.
