The wellness market in India had a paradigm shift in the first two decades of the 21st century. The spiritual leaders had impacted the Indians, by making spirituality as the pathway to enter the market with their wellness products. Also the MNCS were taking a backseat and the indigenous companies were acing the market race. There was a need to analyze this changed behavior of Indian consumer. It was also a need to understand the factors behind the Ethnocentrism. Patriotism, Collectivism, Conservatism, Ethnicity and Xenophobia were some of the identified factors responsible for ethnocentric behavior. To measure the ethnocentrism among consumers CET scale has been used. This is the scale evolved out of enormous studies. It has 17 questions and is linked with various factors mentioned above. This study is carried Wellness sector sample size of 250 respectively has been surveyed. The hypotheses were formulated through literature review and pilot study. The data was analyzed through of SPSS. The structural equation modeling was used to establish the relationships between the independent and dependent variables. From the study it was understood that consumers use indigenous brands more. For the wellness sector the “Ayurveda” contents of the products are liked more. There is a significant impact of Spiritual leaders and Patriotic promotion on them. Also the consumers under surveyed were found to be ethnocentric. It can be said that “Patriotism”, “Collectivism”, “Conservatism Ethnicity” and “Xenophobia” are the factors that make the consumer ethnocentric. Has a significant relationship with consumer purchase and Patriotism is the intermediating factor for this relationship. These ethnocentric consumers show a liking for the “Swadeshi Brands”. 

“As the active pursuit of activities, choices and lifestyles that lead to a state of holistic health are defined by Global Wellness Institute”. This ensures that wellness would not be unreceptive state either stationary state but is an “active pursuit” pertaining to objectives, varieties and engagements. Wellness is all-inclusive health means not only physical health but also has mental and societal dimensions. It is a personal approach but physical, social and cultural environments ominously influenced. It is muddled only with wellbeing, health or happiness. 

Purposive and Convenience which are non-probability sampling methods have been used for this research work by the researcher. A purposive sampling method has been used to ensure representative sampling selecting a sub-group dedicatedly of female samples to study the consumer behavior for Wellness products only.

The entire sample is homogenous in nature and this method is very useful for the research work as it is less expensive, less time taking and the sample selections are based on the judgment of the researcher. The second sampling method used is Convenience sampling method to easily select the sampling units so that the researcher should have convenience such as easy availability of information and sampling unit’s nearness. Hence as per the above reasons these two sampling methods have been used by the researcher.