Ayurveda, the ancient Indian medicinal system known as "The Science of Life", traces its roots 5000 years back to Vedic culture. Grounded in the Atharva Veda, Ayurveda underscores interdependence, introduces doshas, and the five elements, aspiring to foster a disease-free world. Recognizing the holistic unity of mental, physical, and social well-being, Ayurveda employs diverse modalities for overall health. This research aim the impact of various brand equity dimensions such as brand awareness, brand image, perceived quality, brand association, and brand trust on consumer brand loyalty in the specific context of Himalaya products in Goa. Employing a descriptive and causal research design, data was gathered from 500 Himalaya product users in Goa through structured questionnaires. Rigorously employing a quantitative research approach and Structural Equation Modelling (SEM), the hypotheses were tested. The study's conclusions show that brand awareness has a statistically significant impact on brand loyalty. They also offer statistical proof of the positive and significant effects of brand association and brand image on brand loyalty. The study also finds a significant association between brand loyalty, perceived quality, and brand trust with Himalayan products.