This research investigates the effects of brand authenticity on consumer trust and loyalty within Punjab's Fast-Moving Consumer Goods (FMCG) sector. The study adopts a mixed-methods approach, employing in-depth interviews with 50 participants to capture the rich narratives of consumers. Thematic analysis is then applied to derive key insights from the qualitative data. The research objectives encompass understanding the nuanced dimensions of brand authenticity specific to Punjab, identifying trust drivers, and exploring factors contributing to consumer loyalty.

Key findings reveal that transparency, cultural relevance, consistency, and personalization are crucial factors shaping brand authenticity in Punjab. Consumers place a premium on brands that transparently communicate product sourcing and manufacturing processes, incorporate local cultural elements, maintain consistent messaging, and provide personalized experiences. Comparative analysis further highlights the varying perceptions of different FMCG brands, emphasizing the need for localized strategies.

Implications of these findings extend to marketers and businesses, suggesting the importance of cultural sensitivity, transparent communication, and personalized strategies for building brand authenticity. The study contributes to the academic discourse by filling the literature gap related to regional specificity and offering a methodological blueprint for future research in diverse markets.