摘要：In recent time, consumers increasing concerns for the side effects of products and medicines had led to an increase in the demand for traditional alternative products across the globe (Gunjan et al., 2015). The herbal industry including Ayurveda in India is expected to grow at a CAGR of 3% (Euro monitor International, 2016). Indian FMCG market has witness a big transformation in terms of changed product share and market share of long existing multinational brand. The new brands like Patanjali and Sattva has given a tough competition to existing brands like HUL, Nestle, ITC etc. in recent times in India. Herbal and Ayurveda are becoming attention magnets for attracting consumers. Extant literature has focused on new product launch strategy of IT products, pharma products, white good etc. but the new wave of Ayurveda and herbal products was not discussed before. This study focused on identification of Critical Success Factors (CSF) for New Ayurveda and Herbal Product Launch (NAHPL).
