As India steadily transitions toward a service-oriented economy, it becomes crucial for marketers to develop a deeper understanding of strategies tailored to service-based products. Broadly speaking, services can be described as intangible offerings or benefits provided by one party to another, without resulting in the transfer of ownership. Over the fifty-year period from 1950 to 2000, the service sector’s contribution to India’s GDP rose by 21 percent, with a substantial share of this growth occurring during the 1990s. At present, the service industry contributes to more than half of the nation’s GDP, signifying a turning point in India’s economic development and aligning it with the structural features of advanced economies. This clearly highlights the distinction between services and tangible goods