Spiritual Marketing. Ethics of Selling Faith - Shivam Kumar; Abhishek Srivastava

In India, spirituality is deeply woven into everyday life, shaping values, choices, and even economic behavior. Spiritual Marketing in India explores the connection between ancient wisdom and modern markets. It is rooted in the idea that true happiness (sukha) arises from dharma (righteous conduct), supported by artha (wealth) and sustained by a stable rajya (state), emphasizing self-control and inner balance.This perspective provides a unique lens to understand consumer behavior, where material goals often coexist with spiritual aspirations. From wellness products and yoga retreats to pilgrimage tourism, consumers seek not just utility but also meaning, purpose, and inner fulfillment.The book highlights how spirituality, religion, and belief systems continue to shape key sectors, especially tourism. Spiritual travel draws millions to sacred destinations in search of peace and self-discovery. By using authentic spiritual triggers, businesses can foster meaningful and ethical engagement.Blending traditional insights with modern marketing practices, this book offers a value-driven approach to building trust and authenticity in India's evolving spiritual marketplace.