BUILDING BRAND EQUITY THROUGH SUSTAINABLE PRACTICES: A STUDY OF PRODUCT STEWARDSHIP IN INDIAN AUTOMAKERS

This study investigates how Indian automakers build brand equity through product stewardship and sustainable performance, positioning themselves for competitive advantage in an evolving market. With growing environmental awareness among consumers, automakers are increasingly adopting eco-friendly manufacturing processes, lifecycle accountability, and resource-efficient designs. Key initiatives, such as the development of electric vehicles, waste reduction strategies, and renewable materials, are analysed for their impact on brand loyalty, awareness, and overall equity. The research highlights how integrating product stewardship and sustainable practices enhances corporate reputation, fosters consumer trust, and provides a sustainable competitive advantage. The findings offer actionable insights into leveraging sustainability as a core strategy for brand differentiation and long-term success in the Indian automobile industry