Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organization branded their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context this research is motivated: to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how Indian spiritual gurus are segmenting the market. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets.

中文翻译：

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印度快速消费品市场中受信仰启发和文化差异悖论的品牌强化

在印第安人心中，自尊价值观和新的生活艺术在精神组织中建立了信仰。后来，精神组织对自己的品牌进行了品牌命名，并以其品牌名称销售产品。这些受信仰启发并由印度精神专家创建的品牌，甚至以客户为中心而不是靠丰厚的回报来打乱快速消费品（FMCG）市场。正是在这种背景下，这项研究才是有动机的：寻找导致快速消费品消费模式改变的文化差异因素，以及印度精神专家如何细分市场。研究得出的结论是，文化差异变量（例如，权力距离，集体主义，避免不确定性和长期定位）会影响受信仰启发的品牌。