BRANDING STRATEGIES USING INDIAN HERITAGE

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.