Shagun Chib, Vinita Sahay and H.G Mishra
Spirituality is rapidly changing the beliefs and behaviors of consumers in the world. Spiritual motivations are not just confined to the selection of a specific sect, guru, or religion. Spiritual gurus are the new face to the FMCG sector the sale of their products and services are increasing with a rapid pace in India. People are consuming these products as they are ayurvedic and do not contain any adulteration. The product sold by these gurus are so popular that they are giving tough competition to giant MNCs and domestic companies that have been deep-rooted in India for several decades.The objective of this paper is to identify factors of spirituality that motivates consumer buying behavior of products offered by spiritual leaders. The paper is qualitative in nature where in-depth interviews were conducted with the followers of various spiritual leaders in India and then by applying grounded theory the constructs were generated from them. The paper is relevant for FMCG retailers to take insights and shift the focus of their products as per Indian culture and traditions taking into consideration the sentiments of Indian consumers as Indian consumers believe in faith and are spiritual.