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Why transparency matters in what’s on your plate?
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Saturday, 30 August, 2025, 16 : 00 PM [IST]
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Shashi Kumar
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The Food Safety and Standards Authority of India (FSSAI) recently issued an important directive that food brands can no longer use absolute terms like “100% pure” or “100% natural” on their packaging. At first glance, this may seem like a minor regulatory tweak. But its implications go far deeper. It signals a necessary shift in how we define honesty in the food we eat and how trust must be earned—through transparency, not just clever branding.
Food labels are the first point of connection between what we eat and the people who produce it. Yet over the years, that connection has become increasingly distorted. Marketing terms like ‘real,’ ‘wholesome,’ ‘natural,’ or ‘pure,’ are everywhere. Many of these have no regulatory definition or scientific backing, but they influence purchase decisions and consumer perceptions all the same. In 2016, the Centre for Science and Environment (CSE) reviewed common food products on Indian shelves and found that over 85% made unverifiable health or purity claims often using language that was misleading or vague.
This is not just a labelling issue. It is a public health concern. As processed and packaged foods become a bigger part of our daily diet, especially in urban India, we are seeing a parallel rise in lifestyle-related diseases. The Indian Council of Medical Research (ICMR), in collaboration with the Madras Diabetes Research Foundation, reported in 2023 that 11.4% of Indian adults are living with diabetes, with much higher rates in urban centres.
Much of this is linked to the rise of ultra-processed foods—high in refined sugars, unhealthy fats, and sodium. But these same products often come with health halos, thanks to strategic packaging that emphasises select nutrients (“with added iron!”) while downplaying the rest. It is not uncommon to see breakfast cereals marketed as “healthy” while containing more sugar than dessert. Or packaged juices called “natural” despite added flavours, acids, or concentrates.
This is where transparency matters. Labels must move beyond marketing language and offer real information—clearly, truthfully, and without hiding behind jargon. For example, rather than saying “100% natural,” a product should specify: “No artificial preservatives or colours used.”
Consumers today are more curious and more aware than ever before. But awareness needs tools. Most people cannot decode technical terms like “INS 471” or “stabiliser (E466),” even though they appear routinely on packaging. The font is small. The ingredients are listed using scientific codes. And often, essential information—such as country of origin, shelf life after opening, or allergen warnings—is either missing or buried in fine print.
We need to address this gap. One part of the solution lies in policy. The FSSAI’s recent directive is a welcome and important step in the right direction. It shows a clear intent to make food labelling more honest and meaningful, and that effort deserves real appreciation. As we build on this progress, there’s also a chance to explore tools that can make things even simpler for everyday consumers. In countries like the UK and Chile, traffic-light nutrition labels—where colours indicate high or low levels of sugar, salt, and fat—have made a real difference. If adapted thoughtfully to suit Indian foods and habits, something similar could help people here make better choices quickly, without needing to decode technical terms or fine print.
Another part of the solution lies in public education. Food label literacy is not yet part of school curriculum or community health programs. It should be. Informed consumers are the strongest checks against misinformation. When people know how to read labels, compare claims, and question ingredients, they begin to make better food choices—not just for themselves, but for their families and communities. Over time, this creates pressure on the entire food ecosystem to do better. A positive example is CBSE’s recent initiative asking schools to set up “sugar boards” to educate children on the dangers of excess sugar consumption—an important step that other school boards should urgently emulate.
There is also the issue of design and visual cues. Many brands use earthy colours, images of farms, or illustrations of fresh produce to imply naturalness—even when the product has no such connection. This practice, widely known as greenwashing, is not unique to India. A 2021 global report by the Changing Markets Foundation found that 60% of environmental and health-related claims on consumer products were either exaggerated or unverifiable. Regulating these visuals is as important as regulating the words. Certifications can play a powerful role here, but only if used responsibly. APEDA (Agricultural and Processed Food Product Export Development Authority), Jaivik Bharat and other such frameworks provide strong standards for verification. However, some brands continue to use terms like “organic” or “chemical-free” without certification or third-party audits. This not only confuses consumers but undermines the credibility of those who follow the rules.
Transparency, therefore, cannot be the burden of regulators alone. It must be built into the DNA of how we grow, process, and present food. Farmers, manufacturers, designers, marketers, and retailers all have a role to play. Most importantly, consumers must insist on it—by asking better questions, reading more closely, and rewarding honesty over hype.
A label is not just ink on a packet. It is a reflection of values. It tells us whether the company behind the product respects the consumer, the environment, and the truth. When that respect is missing, trust begins to erode—and once lost, trust in food is very hard to rebuild.
It is time we stop romanticising our food with empty words and start demanding facts. Because what we choose to eat is not just about taste or convenience. It is about health, dignity, and integrity. And that begins with knowing what’s on our plate.
(The author is co-founder & CEO at Akshayakalpa Organic)
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