From Commodity to Brand: The Country of Origin Branding Perspective for Indian Medicinal and Aromatic plants

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AbstractThe medicinal and aromatic plants resources of India are known as a source of economy, sustainable livelihood, and employment for many rural communities. However, perhaps the recognition for medicinal and aromatic plants as a source for sustainable economy generation without linking sustainable marketing orientation, such as branding, is less appropriate. Because, the lack of required marketing orientation is leading challenges for resource sustainability in the sector. Therefore, to address the need of sustainable marketing orientation in the medicinal and aromatic plants sector of India and to conceptualize the branding strategy for the medicinal and aromatic plants resources, this qualitative study, based on the brand heritage of Indian medicinal and aromatic plants, demonstrates the implications of country of origin branding framework to brand the Indian medicinal and aromatic plants. Our study provides a fresh perspective on the branding of natural products and offers strategies for differentiation, competitiveness, and authenticity while trading across the globe.