Bhartiya Gyan Parampara and Ethical Digital Marketing Practices: Relevance in Contemporary India

Digital marketing has become an important medium of business communication in contemporary India. The increasing use of social media platforms, influencer marketing, artificial intelligence, and data-driven advertising has significantly transformed consumer engagement practices. However, in today’s digital environment, concerns regarding misleading advertisements, privacy violations, manipulative algorithms, and deceptive promotional strategies have also increased. In this context, the ethical foundations of Bhartiya Gyan Parampara offer a meaningful perspective for promoting responsible and value oriented digital communication. Indian knowledge traditions have historically focused on principles such as Satya (Truthfulness), Dharma (Ethical duties), Ahimsa (Non-harm), and Lokasangraha (Social Welfare), which remain highly relevant in contemporary social and business practices (Radhakrishnan, 1927). Recent studies have also highlighted the growing significance of Indian Knowledge Systems in encouraging ethical and sustainable approaches in business and communication practices (Maheshwari, 2024). The present study examines the relevance of these ethical principles in the context of contemporary digital marketing practices in India. This paper is conceptual and exploratory in nature, and it is based entirely on secondary data collected from research articles, books, policy documents, industry reports, and selected digital marketing case studies. The paper attempts to connect Indian ethical philosophy with emerging concerns in digital consumer engagement and online brand communication. It argues that integrating ethical principles derived from Bhartiya Gyan Parampara can contribute to improving transparency, consumer trust and responsible digital marketing behaviour. The study concludes that Indian knowledge traditions hold significant contemporary relevance and can provide an ethical framework for the evolving digital ecosystem in India.