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Marketing Intelligence & Learning Ecosystem
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Kapiva: Building a "Modern Ayurveda" Brand Position in India's Wellness Market
Industry & Competitive Context India's Ayurveda and herbal wellness category sits within the country's broader AYUSH (Ayurveda, Yoga, Unani, Siddha, Homeopathy) ecosystem, which receives direct government budgetary support — the Ministry of AYUSH was allocated approximately INR 3,712 crore in FY 2024–25 [1]. Independent market-research vendors size the category very differently depending on scope (Ayurvedic products vs. broader herbal/alternative-medicine markets), which is i
Jun 248 min read
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