Rising purchasing power, changing lifestyles and growing health concern have led to the ayurvedic personal care products' market to grow 70% faster than the overall market and increasing its share in the personal care industry by about 1% every year. This unfolds massive opportunities for the marketers offering or contemplating to offer ayurvedic personal care products.  The present study is of high relevance to marketers. The focus of the study is to identify the drivers for users which would assist the marketers in designing their strategies to positively position the brand in the minds of the consumers. The sensitivity of customers towards the price of ayurvedic products was also studied. The study involved both a literature review and secondary data analysis. Secondary data was collected from various sources like websites, e-papers, journals to delve into every aspect that has been established by existing studies. The study found that people are well aware of the availability  nd use of ayurvedic personal care products. Chemical free products having no side effects, was found to  be the major pull for customers preferring these products. Satisfied consumers went on carrying out word  f mouth publicity and creating further potential for the marketers to address the untapped needs and grab a larger market share.