The Role of Dharma in Ethical Marketing - Lessons from Hindu Philosophy

Abstract

This study highlights the pivotal role of the Indian knowledge system in the field of marketing, particularly the influence of Hindu pillars of ethical principles in ethical marketing. It examines how Indian firms are incorporating these principles into their corporate social responsibility activities. The primary objective of this study is to showcase the application of traditional Indian values in contemporary business practices and to demonstrate how ethical marketing is deeply rooted in the Indian knowledge system through Hindu philosophy. This influence not only shapes consumer perceptions but also aids in creating a strong brand image and sustainable business practices on a global scale. The study focuses on selected firms that are taking the initiative to integrate religious principles into their business operations.