This study examines consumer perception and brand equity of Shabari Naturals using secondary data collected from the company's website, published articles, media reports, customer reviews, and other publicly available sources. Shabari Naturals is a Government of Maharashtra initiative under the Shabari Adivasi Vitta Va Vikas Mahamandal, Nashik that markets tribal and natural products while promoting sustainable livelihoods for tribal communities. The research evaluates the brand through the dimensions of awareness, perceived quality, brand associations, and brand loyalty. The findings indicate that the brand has established a unique identity based on authenticity, sustainability, and tribal empowerment. However, limited market penetration and relatively low national brand awareness remain significant challenges. The study concludes with recommendations for improving digital marketing, consumer engagement, and distribution to strengthen brand equity.