Digital Marketing through the Lens of the Indian Knowledge System: A Sustainable and Globally Competitive Approach

Abstract

Digital marketing has transformed the way organizations connect with consumers in a globally integrated marketplace. This study explores digital marketing from the perspective of the Indian Knowledge System (IKS), emphasizing its relevance in promoting sustainability, ethical practices, and global competitiveness. Rooted in timeless Indian philosophies such as Dharma (righteousness), Artha (responsible wealth creation), Karma (accountability), and Vasudhaiva Kutumbakam (global interconnectedness), the paper argues that IKS offers a holistic framework for valuebased digital marketing. The study conceptually integrates these principles with modern digital marketing tools including social media platforms, content creation, data analytics, and customer engagement strategies. By aligning technological innovation with ethical and cultural values, organizations can build credibility, foster long-term stakeholder relationships, and achieve sustainable competitive advantage in international markets. The paper is based on a review of classical Indian literature and contemporary digital marketing research, offering a culturally grounded yet globally adaptable model.