The paper studies the purchase behavior of Indian housewives towards healthy food brands utilizing the framework provided by theory of planned behavior. The paper looks at the relationship of behavioral intention with variables like attitude, subjective norm and perceived behavioral control finally culminating into consumption behavior. The study is based on primary data collected from housewives in Delhi and National Capital Region. The data collected was analyzed using Structural Equation Modelling (SEM). The study attempts to ascertain the relative strength of subjective norm and attitude towards healthy food brands in the context of the Indian housewife, who is in a constant state of conflict between modernism and traditionalism. The study brings forth important implications for marketers of healthy food brands. The structural model highlighted for healthy brands among Indian housewives shows that attitude, subjective norm and perceived behavioral control positively impact the behavioral intention, which in turn positively impacts the behavior. The attitude impacts the behavioral intention more than subjective norm, which is heartening news for marketers, since it implies that despite the existence of cultural norms that encourage cooking healthy food as opposed to purchase, the attitude of housewives towards purchase of healthy food brands is becoming more positive.

The Indian Health & Wellness (H&W) food industry has witnessed considerable growth over the last few years. The Indian health food market which was pegged at 9,000 cr in the year 2010, is expected to reach 22,500 cr by 2015 growing at a CAGR of 20%. (Technopark Advisors, 2012). Encouraged by this growth rate, companies operating in this category are either launching healthier versions of existing products or launching completely new products altogether. A number of factors have spurred the growth in consumption of H&W products in India, the major ones among them being:

Rising Incomes: Real GDP in India has been growing at approximately 8% over the last 5 years. Despite the slowdown, the Indian economy continues to grow at a consistent pace. This has resulted in rising income levels, which in turn have driven the consumption of value-added food categories particularly H&W that have been priced relatively higher than basic food products.

Brand Management Journal, Structural Equation Modelling (SEM)., Theory of Planned Behavior , Health & Wellness (H&W), Rising Incomes, Understand Indian Housewives, Purchase Behavior, Healthy Food Brands.