Vol. 7, Issue 1, Part H (2025)

Ayurveda is one of the oldest and most prevalent traditions used in India along with South eastern countries. It has got a sound philosophical and empirical foundations rooted to rich Indian traditions. Ayurvedic products can be both organic and non-organic. Organic products are those which are produced through organic farming. Although the term "organic farming" is new to the modern world, it really refers to natural farming, which has been practiced from the beginning of farming. Natural pests typically kill a portion of the crops. However, in traditional farming, the application of synthetic fertilizers, pesticides, and herbicides, among other chemicals, makes the crops appear healthy. These synthetic chemicals enter the crops through the soil, which then becomes contaminated and loses its fertility. Owing to these drawbacks of traditional farming consuming organic is considered sustainable. Hence there is a gradual transition to organic farming. Those products that combine the ancient knowledge of Ayurveda practices with organic farming are referred to as organic ayurvedic products. Since organic ayurvedic is an emerging market in India it is of interest to study whether the consumers are well aware about the type of products and its existing benefits. Very few existing literatures have focused their studies on sustainable consumption with regards to organic Ayurvedic products. This is an empirical study on awareness of sustainable consumption with regards to Organic Ayurvedic medicines in Kolkata. India. Results shows that consumers are well aware of Organic Ayurvedic products and that this awareness has a major impact on their spending decisions. It also reveals no discernible regional variation in awareness, suggesting uniform comprehension in Kolkata and the surrounding areas, both urban and rural.