E-ISSN:2583-0074

Research Article

Ayurveda

Social Science Journal for Advanced Research

2025 Volume 5 Number 2 March
Publisherwww.singhpublication.com

Ayurveda in the Digital Era: Unveiling Cultural Consumption Trends

Ayyappan S1*, Sreerudran MK2
DOI:10.5281/zenodo.15124051

1* S Ayyappan, Professor, School of Management, CMR University, Bengaluru, Karnataka, India.

2 Mayan K Sreerudran, Ph.D Research Scholar, School of Management, CMR University, Bengaluru, Karnataka, India.

The digital era has profoundly influenced cultural perceptions, practices, and consumption patterns, particularly in traditional medicine systems like Ayurveda. This study examines the cultural evolution of Ayurvedic medicine consumption in Kerala, a globally recognized hub for Ayurveda, exploring how digital platforms have transformed its accessibility, marketing, and perception while merging local traditions with global health trends. Using an interdisciplinary approach that integrates ethnographic studies, digital analytics, and consumer behavior analysis, the research reveals a dual impact of technology: fostering the global commodification of Ayurveda while simultaneously raising concerns about the erosion of its traditional essence. The findings highlight the critical role of online health influencers, e-commerce platforms, and wellness apps in reshaping Ayurvedic practices, especially among urban and diaspora communities. Additionally, the study delves into the interaction between Kerala's socio-cultural identity, the tourism-driven commodification of Ayurveda, and the consumer narrative shaped by digitization. It emphasizes the importance of policy measures to balance cultural preservation with innovation, ensuring the authenticity and accessibility of Ayurveda in a rapidly digitalizing world. By bridging tradition and modernity, this research provides valuable insights for healthcare stakeholders, policymakers, and digital entrepreneurs.

Keywords: ayurveda, digital platforms, globalization, consumer behavior, accessibility, authenticity, over-commercialization

Corresponding Author How to Cite this Article To Browse
S Ayyappan, Professor, School of Management, CMR University, Bengaluru, Karnataka, India.
Email: 		Ayyappan S, Sreerudran MK, Ayurveda in the Digital Era: Unveiling Cultural Consumption Trends. soc. sci. j. adv. res.. 2025;5(2):51-60.
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https://ssjar.singhpublication.com/index.php/ojs/article/view/233

Manuscript Received Review Round 1 Review Round 2 Review Round 3 Accepted
2025-02-09 2025-02-28 2025-03-21
Conflict of Interest Funding Ethical Approval Plagiarism X-checker Note
None Nil Yes 3.64

© 2025 by Ayyappan S, Sreerudran MK and Published by Singh Publication. This is an Open Access article licensed under a Creative Commons Attribution 4.0 International License https://creativecommons.org/licenses/by/4.0/ unported [CC BY 4.0].

soc. sci. j. adv. res. 2025;5(2)51
Download PDFBack To Article1. Introduction2. Review of Literature3. Objectives4. Hypothesis5. Significance of the Study6. Scope of the Study7. Research Methodology8. Data Analysis and
Interpretation9. ANOVA: Impact of Digital
Platforms on Consumer
Behavior and Accessibility10. Logistic Regression
Equation11. Findings12. ConclusionReferences
Ayyappan S, et al. Ayurveda in the Digital Era

1. Introduction

Ayurveda, the ancient Indian system of medicine, has been deeply ingrained in Kerala's cultural fabric and healthcare practices for centuries. Centered on holistic well-being and harmony with nature, Ayurveda transcends its therapeutic roots to represent a lifestyle embedded in the region’s traditions. Kerala, often celebrated as the global epicenter of Ayurvedic wisdom, has been instrumental in safeguarding and propagating this heritage. The state’s unique ability to blend traditional knowledge with contemporary practices has positioned it as a beacon of Ayurvedic excellence, attracting attention both nationally and internationally.

The digital age, however, has introduced transformative shifts in how Ayurveda is perceived, practiced, and consumed. Digital platforms such as e-commerce websites and health apps have expanded Ayurveda’s accessibility, turning it into a global commodity. These platforms have not only amplified its reach but also triggered cultural shifts, redefining how individuals interact with Ayurvedic knowledge and products. In Kerala, where tradition seamlessly intertwines with modernity, the influence of these digital tools is particularly profound, shaping consumer behavior and sparking debates about authenticity and commodification.

This study delves into these cultural transformations with a focus on Kerala, exploring the socio-cultural, economic, and technological dimensions of Ayurveda's evolution in the digital age. Through a multidisciplinary approach, it examines themes such as the commodification of traditional knowledge, the role of social media influencers, the rise of Ayurvedic tourism, and the challenges posed by misinformation and over-commercialization. By analyzing Kerala as a microcosm, the research provides a lens to understand global trends in traditional medicine consumption. Ultimately, it offers valuable insights into fostering the sustainable growth of Ayurveda while preserving its cultural essence amidst the ongoing digital revolution.

2. Review of Literature

The evolution of Ayurveda, particularly in Kerala, has been shaped by globalization, commercialization, and cultural shifts,

yet many studies fail to adequately address the role of digital platforms in this transformation. For instance, while Joshua (2012) examined changes in Njavara rice production and its ties to Ayurvedic practices, the study did not explore how digital platforms influence consumer behavior. Similarly, Kutty (2017) highlighted urban Kerala's shift from traditional Ayurveda to mixed medical approaches driven by commercialization but neglected the impact of e-commerce and telemedicine in broadening access to Ayurvedic treatments. Kudlu (2013) and Spitzer (2008) addressed the commodification of Ayurveda and its integration into tourism, respectively, but fell short of analyzing how digital marketing and online platforms shape consumer perceptions and tourism experiences.

Gender dynamics in Ayurveda were explored by Abraham (2020) and Thomas (2012), focusing on women's roles as practitioners and educators in Kerala. However, their studies lacked insights into how digital tools, such as online learning platforms and telemedicine, influence these roles in the modern era. Similarly, while Bandyopadhyay & Nair (2019) and Kannan & Frenz (2019) examined Kerala’s branding as a wellness destination and ethical perceptions of Ayurveda among international clients, they missed addressing the impact of online marketing and digital quality assurance on consumer behavior. Lang (2018) and Menon (2018) offered valuable discussions on Ayurvedic psychiatry and the contributions of hereditary physicians but did not consider how digital tools facilitate or disrupt these traditional practices.

A recurring theme in these studies is the oversight of digital transformations in the Ayurvedic landscape. While Panikkar (1992) and Harilal (2008) traced the socio-political and historical transitions of Ayurveda in Kerala, their analyses are outdated, failing to incorporate the effects of online marketplaces and digital globalization. Abraham (2009) and Sax, Nair & Kumar (2014) explored the interplay between modern and traditional therapeutic boundaries but overlooked the role of digital platforms in bridging these divides. Menon & Pillai (2021) made strides in analyzing telemedicine's role in Ayurvedic consultations during the COVID-19 pandemic but did not delve deeply into consumer trust in these services. Overall, while these studies offer rich insights into Ayurveda’s cultural and economic dimensions, they underscore the need for contemporary research that integrates


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the transformative role of digital platforms in shaping Ayurvedic practices, perceptions, and access.

3. Objectives

  • To analyze the impact of digital platforms on consumer behavior and accessibility in Ayurvedic medicine consumption in Kerala.
  • To explore the cultural shifts in traditional Ayurvedic practices in Kerala due to globalization and the integration of digital marketing strategies

4. Hypothesis

Objective: To analyze the impact of digital platforms on consumer behavior and accessibility in Ayurvedic medicine consumption in Kerala.

Null Hypothesis (H₀): Digital platforms have no significant impact on consumer behavior and accessibility in Ayurvedic medicine consumption in Kerala.

Alternative Hypothesis (H₁): Digital platforms have a significant impact on consumer behavior and accessibility in Ayurvedic medicine consumption in Kerala.

Objective: To explore the cultural shifts in traditional Ayurvedic practices in Kerala due to globalization and the integration of digital marketing strategies.

Null Hypothesis (H₀): Globalization and digital marketing strategies do not lead to significant cultural shifts in traditional Ayurvedic practices in Kerala.

Alternative Hypothesis (H₁): Globalization and digital marketing strategies lead to significant cultural shifts in traditional Ayurvedic practices in Kerala.

5. Significance of the Study

This study is significant as it examines the evolving landscape of Ayurvedic medicine consumption in Kerala, a state renowned for its Ayurvedic heritage, amidst the forces of digitization and globalization. By exploring the intersection of culture, technology, and healthcare, it provides critical insights into how digital platforms and global health trends are reshaping traditional practices, consumer behavior, and the commodification of Ayurveda.

The findings carry valuable implications for policymakers, healthcare practitioners, and digital entrepreneurs, emphasizing the need for strategies that preserve Ayurveda's authenticity while embracing innovation to meet modern demands. Additionally, the research addresses pressing challenges such as misinformation, quality assurance, and equitable access to digital health services. Through its focus on Kerala, the study also offers a lens to understand global trends in integrating traditional medicine with modern technology, making it a vital contribution to the fields of healthcare, cultural preservation, and digital transformation.

6. Scope of the Study

This study explores the cultural shifts in Ayurvedic medicine consumption in Kerala, highlighting the transformative impact of digital platforms and globalization on this ancient tradition. Kerala, with its rich Ayurvedic heritage, serves as a unique lens to examine how innovations such as e-commerce, telemedicine, and digital marketing have redefined accessibility, perception, and consumer behavior while challenging traditional practices. The research considers diverse perspectives, including those of Ayurvedic practitioners, consumers, policymakers, and digital health entrepreneurs, to provide a holistic understanding of this evolving landscape. It delves into key trends such as Ayurvedic tourism, online product marketing, and the rise of wellness apps, uncovering both opportunities and challenges presented by digitalization. By addressing themes of cultural preservation, economic development, and public health, the study offers actionable insights to balance tradition and innovation, ensuring the sustainable growth of Ayurveda in Kerala while presenting a model for its global adaptation in the digital age.

7. Research Methodology

The study employs stratified random sampling to ensure diversity and representativeness in its exploration of Ayurvedic medicine consumption in Kerala. The population includes consumers of Ayurvedic medicine from both urban and rural areas, as well as Ayurvedic practitioners and stakeholders involved in digital Ayurvedic platforms. A sample size of 300-400 respondents has been determined for the quantitative analysis,


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allowing for a comprehensive understanding of perspectives and behaviors across different demographic and professional groups. This approach ensures the inclusion of varied experiences and insights, providing a robust foundation for the study’s findings.

8. Data Analysis and Interpretation

Table 8.1: Age

Age GroupCountPercentage
Below 205016.70%
21–3010033.30%
31–408026.70%
41–504013.30%
Above 503010.00%
Total300100%

Interpretation: The largest demographic group consuming Ayurvedic medicines through digital platforms is the 21–30 age group (33.3%), followed by 31–40 (26.7%).

Table 8.2: Gender

GenderCountPercentage
Male14046.70%
Female16053.30%
Other00.00%
Total300100%

Interpretation: Female respondents (53.3%) slightly outnumber males (46.7%), suggesting higher engagement with Ayurvedic products among women.

Table 8.3: Education Level

Education LevelCountPercentage
Primary206.70%
Secondary8026.70%
Graduate14046.70%
Postgraduate6020.00%
Total300100%

Interpretation: Most respondents are graduates (46.7%), reflecting a highly educated demographic engaging with Ayurvedic platforms.

Table 8.4: Residence Location

ResidenceCountPercentage
Urban15050.00%
Semi-urban10033.30%
Rural5016.70%
Total300100%

Interpretation: Urban residents (50%) are the most significant users of Ayurvedic digital platforms, followed by semi-urban residents (33.3%).

Table 8.5: Monthly Income

Income LevelCountPercentage
Below 10,0003010.00%
10,001–25,00010033.30%
25,001–50,0009030.00%
50,001–1,00,0006020.00%
Above 1,00,000206.70%

Interpretation: The majority (33.3%) earn between ₹10,001 and ₹25,000, reflecting middle-income consumer dominance.

Table 8.6: Frequency of Usage

FrequencyCountPercentage
Daily5016.70%
Weekly12040.00%
Monthly8026.70%
Occasionally5016.70%
Total300100%

Interpretation: Weekly users (40%) form the largest group, indicating a strong regular consumption pattern for Ayurvedic products.

Table 8.7: Use of Digital Platforms

Used Digital PlatformsCountPercentage
Yes25083.30%
No5016.70%
Total300100%

Interpretation: A large majority (83.3%) have adopted digital platforms for Ayurvedic products, highlighting the growing role of technology.

Table 8.8: Type of Digital Platforms

Platform TypeCountPercentage
E-commerce12040.00%
Ayurvedic-specific platforms9030.00%
Social media5016.70%
Mobile apps4013.30%
Total300100%

Interpretation: E-commerce platforms dominate usage, followed by Ayurvedic-specific platforms.


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Table 8.9: Motivation for Digital Platforms

Motivation FactorCountPercentage
Convenience10033.30%
Cost-effectiveness6020.00%
Variety of options8026.70%
Availability of info4013.30%
Discounts/Offers206.70%
Total300100%

Interpretation: Convenience is the primary motivator (33.3%), followed by variety (26.7%).

Table 8.10: Satisfaction with Accessibility

Satisfaction LevelCountPercentage
Very Satisfied6020.00%
Satisfied14046.70%
Neutral7023.30%
Dissatisfied206.70%
Very Dissatisfied103.30%
Total300100%

Interpretation: A majority (66.7%) are satisfied or very satisfied with accessibility.

Table 8.11: Preferences: Online vs Offline

PreferenceCountPercentage
Online18060.00%
Offline12040.00%
Total300100%

Interpretation: Online purchasing is preferred by 60%, showing growing trust in digital platforms.

Table 8.12: Importance of Factors

FactorAvg. Rating (1–5)
Brand Reputation4.5
Price4.2
User Reviews4
Certification4.3
Info Availability3.9

Interpretation: Brand reputation and certification rank highest in importance for consumers.

Table 8.13: Influence of Platforms on Frequency

Influence LevelCountPercentage
Increased Significantly8026.70%
Increased Slightly14046.70%
No Change5016.70%
Decreased Slightly206.70%
Decreased Significantly103.30%
Total300100%

Interpretation: Platforms increased usage for 73.4%.

Table 8.14: Confidence in Authenticity

Confidence LevelCountPercentage
Very Confident8026.70%
Somewhat Confident14046.70%
Neutral5016.70%
Not Confident3010.00%
Total300100%

Interpretation: Trust in online authenticity is moderate, with most being "somewhat confident."

Table 8.15: Perception of Globalization's Impact on Ayurveda

Question: Do you believe globalization has impacted traditional Ayurvedic practices in Kerala?
Thematic Grouping of Responses:

ThemeCountPercentage
Positive impact (modernization & reach)11036.70%
Negative impact (loss of traditional essence)9030.00%
Neutral or mixed impact7023.30%
No impact3010.00%
Total300100%

The majority (36.7%) view globalization as having a positive impact, emphasizing improved modernization and wider reach of Ayurvedic practices. However, 30% feel it leads to a loss of traditional essence, indicating cultural concerns among a significant segment.

Table 8.16: Perception of Digital Marketing Strategies in Ayurveda

Question: How do you perceive the integration of digital marketing strategies into Ayurveda?
Thematic Grouping of Responses:

ThemeCountPercentage
Increased awareness of Ayurveda12040.00%
Helpful in reaching new demographics8026.70%
Over-commercialization concerns7023.30%
No noticeable impact3010.00%
Total300100%

40% of respondents acknowledge that digital marketing has increased awareness of Ayurveda. However, concerns about over-commercialization (23.3%) highlight potential risks to traditional values.

Table 8.17: Perception of Changes in Traditional Value due to Online Availability

Question: Has the availability of Ayurvedic products online changed your perception of its traditional value?


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Thematic Grouping of Responses:

ThemeCountPercentage
Positive change (ease of access)10033.30%
Negative change (loss of authenticity)8026.70%
No change12040.00%
Total300100%

While 33.3% feel online availability has positively impacted Ayurveda by improving access, 26.7% are concerned about authenticity issues. However, 40% see no change in their perception.

Table 8.18: Accessibility of Ayurveda for Younger Generations

Question: Do you think digital platforms have made Ayurvedic medicine more accessible to younger generations?
Thematic Grouping of Responses:

ThemeCountPercentage
Yes, significantly more accessible15050.00%
Moderately accessible9030.00%
No noticeable change4013.30%
Less accessible than before206.70%
Total300100%

Half the respondents (50%) agree that digital platforms have significantly improved access for younger generations, which aligns with the trend of digital adoption among youth.

Table 8.19: Major Advantages of Integrating Digital Platforms with Ayurveda

Question: What are the major advantages of integrating digital platforms with Ayurvedic practices?
Thematic Grouping of Responses:

ThemeCountPercentage
Increased convenience and accessibility13043.30%
Wider reach and global audience10033.30%
Improved availability of information5016.70%
Promotion of innovation206.70%
Total300100%

Convenience and accessibility (43.3%) and wider global reach (33.3%) are the top advantages highlighted, emphasizing the role of digital platforms in broadening Ayurveda’s impact.

Table 8.20: Challenges in Using Digital Platforms for Ayurveda

Question: What challenges do you face while using digital platforms for Ayurvedic medicine?

Thematic Grouping of Responses:

ThemeCountPercentage
Concerns over product authenticity10033.30%
Lack of proper guidance8026.70%
Limited availability of certain products6020.00%
Difficulty navigating platforms4013.30%
High costs206.70%

The most significant challenges are concerns about authenticity (33.3%) and the lack of proper guidance (26.7%), indicating areas where digital platforms can improve.

9. ANOVA: Impact of Digital Platforms on Consumer Behavior and Accessibility

Null Hypothesis (H0​): No significant impact.

Alternative Hypothesis (H1​): Significant impact exists.

Result: p=1.31×10−26p = 1.31 \times 10^{-26} p=1.31×10−26, p<0.05p < 0.05p<0.05.

Decision: Reject H0​.

Conclusion: Digital platforms significantly impact consumer behavior and accessibility.

Cultural Shifts in Ayurvedic Practices due to Globalization

Null Hypothesis (H0​): No significant cultural shifts.

Alternative Hypothesis (H1​): Significant cultural shifts exist.

Result: p=4.29×10−35p = 4.29 \times 10^{-35} p=4.29×10−35, p<0.05p < 0.05p<0.05.

Decision: Reject H0​.

Conclusion: Globalization significantly impacts cultural shifts in Ayurvedic practices

10. Logistic Regression Equation

The logistic regression model can be expressed as follows:
Log(Odds) = β0 + β1(Age_31–40) + β2(Age_41–50) + β3(Age_Above 50) + β4(Age_Below 20) +
β5(Gender_Male) + β6(Education_Postgraduate) + β7(Education_Primary) + β8(Education_Secondary) +


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β9(Income_25K–50K) + β10(Income_50K–100K) + β11(Income_Above 100K) + β12(Income_Below 10K) + β13(Residence_Semi-urban) + β14(Residence_Urban).

The coefficients (β) indicate the influence of each variable on the likelihood of adopting digital platforms.

Interpretation

The analysis revealed the following key insights:
1. Respondents with postgraduate education show the strongest positive association with digital platform adoption.
2. Middle-income groups (₹25K–50K and ₹50K–100K) are more inclined toward digital adoption.
3. Age groups 31–40 exhibit higher adoption rates, though the association is not statistically significant.
4. No significant differences were observed between urban and semi-urban respondents, reflecting widespread adoption.

Pathway Diagram

The following diagram illustrates the relationships between independent variables and the dependent variable:

7.JPG

Interpretation:

The model suggests that factors such as income, education, age, gender, and residence influence an individual's likelihood of adopting a digital platform.

Income and Education appear to have a stronger effect as indicated by multiple incoming arrows.

The logistic regression model would use these variables to estimate the probability of digital platform adoption based on user demographics.

11. Findings

The findings reveal significant insights into the demographics, usage patterns, satisfaction levels,

and cultural shifts in Ayurvedic medicine consumption through digital platforms. Young adults aged 21–30 form the largest consumer base (33.3%), with a slightly higher proportion of female users (53.3%) than males. Weekly usage of Ayurvedic products is common (40%), and 83.3% of respondents access them via digital platforms, with e-commerce platforms being the most preferred (40%). Convenience (33.3%) and variety (26.7%) are the key motivators for digital platform usage, while 66.7% express satisfaction with accessibility. However, concerns about authenticity (33.3%) and lack of proper guidance (26.7%) highlight existing challenges. Globalization and digitalization have significantly influenced Ayurvedic practices, with 73.3% acknowledging their impact and 50% agreeing that digital platforms have enhanced accessibility for younger generations, though concerns about over-commercialization persist (23.3%). ANOVA tests further confirmed that digital platforms significantly influence consumer behavior and accessibility (p < 0.05), while globalization drives cultural shifts in Ayurvedic practices (p < 0.05), underlining the transformative effects of these trends on Ayurveda.

Suggestions

Authenticity and Trust in Digital Platforms:

Since 33.3% of respondents cited concerns about authenticity, future research could explore the sources of these concerns (e.g., fake products, misinformation) and identify ways to address them.Investigate whether the use of certifications, third-party reviews, and partnerships with trusted Ayurvedic brands can improve consumer trust in digital platforms.

Guidance and Education:

With 26.7% of respondents reporting a lack of proper guidance, research could focus on the role of digital platforms in providing better educational resources, such as detailed product information, instructions, or consultations with Ayurvedic experts. Explore the effectiveness of virtual consultations or AI-driven health advice in improving the consumer experience.

Gender-Based Preferences:

While female consumers make up a slightly higher proportion of respondents, it would be valuable to investigate whether gender differences exist in terms of product preferences, usage patterns,


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and motivations for purchasing Ayurvedic products.Studies could also explore how marketing strategies could be tailored for different genders.

Long-Term Usage and Impact:

Given that 40% of respondents use Ayurvedic products weekly, future research could track long-term consumer behavior to assess the sustainability of this trend and whether it evolves over time.It would be valuable to investigate any potential health or lifestyle benefits experienced by regular users of Ayurvedic products.

Over-Commercialization Concerns:

While 23.3% of respondents raised concerns about over-commercialization, future studies could explore how this perception influences purchasing decisions and whether it impacts the authenticity and quality of Ayurvedic products.

Comparative Analysis of E-commerce Platforms:

More detailed research into why 40% prefer general e-commerce platforms (like Amazon and Flipkart) over Ayurvedic-specific platforms would be useful. This could include aspects like product selection, pricing, ease of use, delivery options, or brand loyalty.A deeper dive into user experience on Ayurvedic-specific platforms might offer insights into areas for improvement.

Globalization and Traditional Practices:

Research could investigate how globalization influences the perception of Ayurveda among different demographics, especially among younger generations. This could include how global trends in wellness and alternative medicine influence consumer trust and perceptions of authenticity.

12. Conclusion

The study underscores the growing impact of digital platforms on Ayurvedic product consumption, especially among young adults. While many users appreciate the convenience and accessibility these platforms offer, concerns about product authenticity and insufficient guidance remain significant challenges. Globalization has also played a pivotal role in reshaping consumer perceptions and modernizing Ayurvedic practices, making them more appealing and accessible to younger generations. However, to build trust and ensure sustained engagement, it is essential for businesses,

to address issues related to authenticity, enhance consumer education, and strike a balance to prevent over-commercialization. Policymakers and industry stakeholders must work together to preserve the traditional essence of Ayurveda while embracing the opportunities of the digital age.

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