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Consumers are leaning towards natural remedies due to the harmful side effects of allopathic medicines. Ayurveda has been practiced for at least five thousand years in India with the word derived from the Sanskrit terms ayur meaning life and veda meaning knowledge. Ayurvedic medicines have gained popularity and are considered an alternative form of medicine. Studies have found Ayurvedic medicines safe and with no harmful side effects. Research according to Statista Market forecasted revenues in the cough and cold remedies segment in India at US$439 million in 2018. The market is expected to grow annually by 1.4% (CAGR 2018-2023). Due to an increasing consumer interest in natural products and ingredients and the huge potential for growth companies such as Patanjali, Dabur, Baidyanath, Zandu, Himalaya, are seeing opportunities to tap this space. This paper studies consumer preferences towards Ayurvedic cough syrups. A sample of 94 respondents was surveyed the unit of which constituted Chemists / Medical shops, Hospital pharmacies, Ayurvedic outlets, and Patanjali outlets. The monthly sales, brands of cough syrups, brands preferred by consumers, brands pushed by retailers, brands recommended by doctors, availability of the product and promotions conducted were some of the variables studied. Dabur, Himalaya, and Baidyanath were the top selling brands.