_____________________________________________________________________________________________________ *Corresponding author: E-mail: anubhav.iabm@gmail.com; Asian J. Agric. Ext. Econ. Soc., vol. 41, no. 6, pp. 57-69, 2023 Asian Journal of Agricultural Extension, Economics & Sociology Volume 41, Issue 6, Page 57-69, 2023; Article no.AJAEES.98557 ISSN: 2320-7027 Camel Milk Consumption Trends and Drivers in Rajasthan, India: A Consumer Behaviour Study Harsh Saharan a , Amita Sharma a and Anubhav Beniwal a* a Institute of Agri Business Management, SKRAU, Bikaner-(334006), India. Authors’ contributions This work was carried out in collaboration among all authors. All authors read and approved the final manuscript. Article Information DOI: 10.9734/AJAEES/2023/v41i61921 Open Peer Review History: This journal follows the Advanced Open Peer Review policy. Identity of the Reviewers, Editor(s) and additional Reviewers, peer review comments, different versions of the manuscript, comments of the editors, etc are available here: https://www.sdiarticle5.com/review-history/98557 Received: 25/02/2023 Accepted: 27/04/2023 Published: 03/05/2023 ABSTRACT The conservation status of Indian camels and their declining population is a growing concern, with the IUCN listing them as a threatened species. The decline in their population is attributed to a decrease in their use for agriculture and transportation, as well as a decrease in demand for camel milk and milk products. However, camel milk has been shown to have various health benefits and has been approved for sale in India by the Food Safety and Standards Authority. The study has explored brand preferences and factors influencing consumers' selection of a brand, concluding that quality and price were the most important factors for consumers. The study highlights the potential of the camel milk industry for economic development and conservation efforts. Keywords: Camel milk; consumer behaviour; consumer preference; brands; health; factor analysis. Original Research Article