This study explores the relationship between consumer belief and purchase intention for Ayurvedic personal care products, focusing on key factors such as cultural and symbolic capital, health consciousness, perceived product effectiveness, self-care motivation, and the moderating effect of alternative attractions. A mixed-methods approach was adopted, combining qualitative and quantitative research. The qualitative phase involved 20 expert interviews and 4 group sessions to identify challenges and opportunities influencing purchase intention, while the quantitative phase tested the conceptual model using a survey of 355 consumers, analysed through Structural Equation Modelling (SEM). Results show that cultural and symbolic capital, health consciousness, and self-care motivation significantly influence consumer belief, which, in turn, positively affects purchase intention. However, perceived product effectiveness did not significantly impact consumer belief. Alternative attractions had a minimal moderating effect on the relationship between belief and purchase intention. The study provides valuable insights for marketers in the Ayurvedic industry, emphasising the importance of health consciousness, cultural positioning, and self-care motivations in enhancing consumer engagement and purchase intentions. The findings also suggest that Ayurvedic brands should focus on building trust and differentiating themselves through education and storytelling to strengthen consumer beliefs and drive sales.