ABSTRACT The culture of India is the way of life of the people of India. India's languages, religions, dance, music, architecture, food, and customs differ from place to place within the country. Emerging literature consistently revealed that culture plays an important role in the formation of consumer behavior. Religion in India is characterized by a diversity of religious beliefs and practices. India is the birthplace of four of the world's major religions; namely Hinduism, Buddhism, Jainism and Sikhism. Religion, being inseparable part of a culture, would also stimulate the behavior of consumers in similar manners which are infrequently being investigated in consumer behavior field need to be explored. In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. With the help of existing literature this paper attempts to highlight role of religion in impacting consumer purchase decision.