ABSTRACT
Covid 19 pandemic has crucially affected the economy, health and other spheres of life. This unprecedented pandemic has severely affected consumer attitudes, behaviorism, and purchasing habits.The rapid shifts in consumer behavior patterns have major implications on consumer goods industries. Now, most of the purchases are centered on basic needs specially health and nutrition for general well-being. In present situation, consumers are fascinated towards health and immunity boosters. Personal health and hygiene has become a top priority of the people.People are changing their buying preferences based on global circumstances, the product categories being purchased are also changing. The market is also flooded with immunity boosters especially Ayurvedic products, hygiene and sanitizing solutions.. The most important change that this pandemic has brought in the consumer behavior is that they are now moving from reactive to proactive mindsets and because of Ayurveda there will surely a sales boost in those kind of products as consumer focus and priorities shifting towards inner health and immunity. Major players in the Indian market include Dabur India Limited, Himalaya Drug Company Private Limited, Patanjali Ayurved Limited, Shree Baidyanath Ayurved Bhawan Private Limited, Charak Pharma Private Limited, Emami Limited, Vicco laboratories. These key players are building Ayurveda as a brand through their innovative marketing strategies and giving a boost to the Ayurveda sector. Before Covid, the situation goes the same for the companies but this pandemic makes a change in the concept of consumerism. Consumerism is also looking for new aspects as only dumping and increasing consumption of products is not the way for the future. Now consumers are more focused on saving money, saving health and saving for the future.One more new concept is emerging with it is adjusting to a New Normal which means a new way of living and going about our lives, work and interactions with other people. The factors that influence brand decisions are also changing as a "buy local" trend accelerates. Vocal for a local tagline has also created an emphasis on local products rather than well- established brands.Digital commerce has also seen a boost as new consumers migrate online for grocery shopping – a rise that is likely to be sustained post-outbreak. This paper focuses on the shift in buying behavior of consumer towards Ayurvedic products and changing marketing strategies of Ayurvedic companies specially Dabur in India in alignment with consumer preferences