The growing awareness of health and wellness has significantly increased consumer interest in Ayurvedic products, which are considered safe, natural, and holistic alternatives to modern medicine. This study aims to examine consumer behaviour towards Ayurvedic products with special reference to Neyyattinkara Taluk. The research focuses on understanding the demographic profile of consumers, factors influencing their purchasing decisions, level of awareness, and satisfaction with Ayurvedic products. Data for the study was collected through a structured questionnaire from a sample size of 120 respondents selected using a purposive sampling method. The findings reveal that age, education, and income play a vital role in shaping consumer preferences for Ayurvedic products. Health consciousness, brand trust, product availability, and perceived effectiveness emerged as the most influential factors affecting consumer purchase behaviour. The study further highlights that a majority of respondents prefer Ayurvedic products for preventive healthcare and consider them safe compared to allopathic medicines. However, challenges such as lack of proper awareness, limited product variety, and pricing concerns affect the wider adoption of these products. The study concludes that effective promotional strategies, improved accessibility, and consumer education can enhance the demand for Ayurvedic products in the region. The insights from this study are expected to benefit marketers, retailers, and policymakers in designing strategies to promote Ayurveda as a sustainable healthcare alternative.