• Sruthi E
• Dr. M. Priya

Abstract: Indian Mythology has long impacted the cultural identities, collective values, and renumerative structures advancing through wavering political and economic landscapes. In an era governed by commercialism and consumerism, mythological narratives persist to shape labelling, business ethics and merchandise strategies in contemporary India. This paper explores the intersections of mythology, capitalism and consumer culture through the analysis of Devdutt Pattanaik’s Business Sutra and Gurucharan Das’s India Unbound. While Pattanaik describes how Indian businesses function in a mythological economy that is unlike that of Western corporate logic, Das provides a voice to the transformation of the Indian economy post-liberalization as culture and tradition are being commercialized.

Collective values, Mythology, Remuneration, Commercialism, Consumerism, Economic landscapes, Capitalism, and Post-liberalisation

"Myth and the Market: Indian Consumer through a mythological lens. ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.a225-a230, August-2025, Available :http://www.jetir.org/papers/JETIR2508023.pdf

"Myth and the Market: Indian Consumer through a mythological lens. ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppa225-a230, August-2025, Available at : http://www.jetir.org/papers/JETIR2508023.pdf