The personal care industry in India has undergone a significant transformation due to increasing consumer awareness regarding health, safety, and environmental sustainability. Consumers are gradually shifting from chemical-based products to natural and eco-friendly alternatives. In this context, Ghar Soap has emerged as a popular brand offering toxin-free, cruelty-free, and sustainable personal care products. The brand has gained strong market recognition through its digital-first approach, influencer marketing, and emphasis on transparency and natural ingredients.

This study aims to analyze consumer buying behaviour towards Ghar Soap products by identifying the key factors influencing purchase decisions. It focuses on variables such as product quality, price, brand awareness, promotional strategies, and eco-friendly perception. The research also examines the impact of social media and influencer marketing on consumer attitudes and buying intentions, particularly among younger consumers.

The research is based on primary data collected from 100 respondents using a structured questionnaire. A convenience sampling method was used to select participants who are aware of or have used Ghar Soap products. The data was analyzed using descriptive statistical tools such as percentage analysis and frequency distribution to understand consumer preferences and behaviour patterns.

The findings reveal that natural ingredients, product safety, and brand trust are the most significant factors influencing consumer purchases. Social media and promotional strategies also play a major role in shaping buying decisions. The study concludes that Ghar Soap has successfully built a strong brand image and customer loyalty, but must continue focusing on innovation, pricing strategies, and market expansion to maintain its competitive position.