Title: From compliance to consciousness: reimagining ethical marketing through Indian knowledge systems

Authors: Rajiv Sindwani; Ashwarya Kapoor; Paras Gupta

Addresses: J.C. Bose University of Science and Technology, YMCA, Faridabad, India ' School of Commerce, Manav Rachna International Institute of Research and Studies, Faridabad, India ' School of Commerce, Manav Rachna International Institute of Research and Studies, Faridabad, India

Abstract: In today's increasingly unstable global market landscape marked by ethical lapses, ecological degradation and waning consumer trust ethical marketing has shifted from being a mere moral consideration to strategic necessity. While frameworks like corporate social responsibility and environmental, social and governance metrics have gained prominence, they often reflect superficial adherence rather than genuine, systemic reform. In contrast, Indian knowledge system (IKS) rooted in ancient scriptures such as the Vedas, Upanishads and Bhagavad Gita offers a more integrated ethical paradigm. This framework emphasises principles like Dharma, Nishkama Karma, Satya, Ahimsa and Rta. This research explores application of IKS in ethical marketing through detailed case studies of Forest Essentials, Amul and Tata Group. These case studies demonstrate how each organisation effectively integrates traditional ethical values to foster sustainable development and promote social well-being. By merging time-tested Indian philosophies with modern business strategies, this study contributes to evolving narrative on indigenous marketing practices.

Keywords: Indian knowledge system; IKS; ethical marketing; Dharma; Ahimsa; Nishkama karma; forest essentials; Amul; Tata Group; sustainability; indigenous ethics; India.

DOI: 10.1504/IJKMTH.2025.151615

International Journal of Knowledge Management in Tourism and Hospitality, 2025 Vol.4 No.4, pp.340 - 355

Received: 22 May 2025
Accepted: 28 Jun 2025
Published online: 10 Feb 2026 *

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