Branding V/S Compliance: Exploring Marketing Tactics and Regulatory Adherence in Bhringraj Hair Oils

Ayurveda, one of the most effective systems of traditional medicine, is experiencing a resurgence in India’s consumer market, particularly through personal care products such as hair oils. With the rise of both legacy and digital-first (D2C) brands, questions regarding compliance with the Drugs and Cosmetics Act, 1940, the Drug Rules, 1945, licensing by the Ministry of AYUSH, and implementation of Good Manufacturing Practices (GMP) in the true spirit have become increasingly important. This article examines five prominent brands manufacturing Bhringraj-based hair oils: Indulekha, Khadi Natural, Mamaearth, Nat Habit, and Nidhi’s Grandmaa Recipe. The analysis compares compliance with labelling and packaging rules as per the Drug Rules, 1945, and the Cosmetics Rules, 2020, AYUSH or cosmetic licensing, GMP certification, and advertising claims. The findings reveal inconsistencies between claims and certifications, highlighting the dilution of Ayurveda into cosmetic branding. This regulatory gap threatens the authenticity of Ayurveda and undermines global standardisation efforts. The study concludes with recommendations to strengthen compliance, enhance consumer education, and foster a more scientific, globally credible, and authentic form of Ayurveda that is better positioned for the marketplace.