Religious Consumerism: A Study of Jewellery Market in India

In today’s globalized marketplace, religion is no longer confined to spiritual or cultural boundaries but has increasingly been leveraged as a tool for consumer engagement. This research seeks to explore the intersection of religion, consumer behavior, and marketing, with a particular focus on how religious symbolism influences the marketing strategies of jewellery brands. It delves into how religion has become commodified, transforming into another product aimed at expanding consumer bases through emotional appeal and targeted campaigns. The primary objective of this study is to examine how religious affiliations continue to shape consumer choices despite the growth of globalization and cultural fusion. This shift towards ethnocentrism has been observed, particularly in how brands cater to specific communities by tailoring their marketing efforts to evoke emotional and cultural resonance. The research employs a mixedmethods approach, utilizing two primary data sources. Personal interviews with stakeholders were conducted to gather relevant insights. The study specifically focuses on three major religious communities—Hinduism, Christianity, and Islam—allowing for a comprehensive understanding without geographic limitations. Data collection methods such as survey questionnaires and indepth interviews provided a multitude view of the religious significance of jewellery. Additionally, direct observations and exploratory research methodologies helped to inductively identify key domain items within the framework. The findings reveal underlying conceptual frameworks that, while often discussed, have not been critically analyzed from a consumer perspective. This study highlights key factors contributing to religious consumerism, offering a nuanced understanding of how religion and marketing intersect in today’s consumer landscape.