Many food labels like "natural" or "organic" can be misleading. Luke Coutinho urges consumers to read beyond the packet, check certifications, and make informed choices for true health and safety.
"As someone who works closely with food quality, safety, and ingredient research, I have come to realise that the gap between what’s written on a label and what’s actually in the food is often much wider than we think." (Source: freepik)
Every mother, every homemaker, and every caretaker of a household wants the same thing: to feed their family the best they can afford. We spend a few extra rupees to pick the packet that says “natural” or “organic” thinking we’re making the healthier, safer choice.
But what if that decision—made with so much care—is based more on marketing than on truth?
As someone who works closely with food quality, safety, and ingredient research, I have come to realise that the gap between what’s written on a label and what’s actually in the food is often much wider than we think.
Walk down a supermarket aisle or shop on any e-commerce portal, and you will see words like:
“100% natural”
“Made with organic ingredients”
“Chemical-free”
“No preservatives”
They immediately create trust. The packaging is soft-toned, filled with images of farms and leaves. For a middle-class homemaker trying to keep her family safe from processed foods, these words hit all the right emotional buttons.
But here’s the problem: these words are often unregulated, loosely defined, or misused.
For instance, the term “natural” has no standard legal definition in India for processed foods. A biscuit can be called natural if it contains even one plant-based ingredient, regardless of how many refined, synthetic, or highly processed components it has.
The Food Safety and Standards Authority of India (FSSAI) recently took a step in the right direction by banning exaggerated claims like “100% natural” and “100% pure” because they can mislead consumers. But enforcement is still limited, and many products continue to use such language without real accountability.
In India, “organic” is regulated, but enforcement remains weak.
To be legally called organic, food must be certified and tested for pesticide residues or carry the organic logo. But many products don’t adhere to this and yet use the term freely.
Some brands promote one organic ingredient prominently on the label—say, “organic turmeric” or “organic rice”—while the rest of the product includes refined oils, added sugars, or artificial flavours. Technically, they aren’t breaking rules—but are they truly giving you what you believe you are buying?
India’s organic food market is growing rapidly. According to a report by Indian Organic Sector, by 2025 the Indian Organic food business is likely to be Rs 75,000 crores. More and more families are shifting toward these products, assuming they’re safer, better, and worth the extra cost.
But studies haven’t shown a strong nutritional difference between organic and conventionally grown food, but the impact of pesticides and chemicals is huge in the long term. In fact, the real value in organic food is often the lower pesticide load—not a miracle boost in nutrients.
And even that depends on the product being genuinely organic. Without certifications or transparency, we might just be paying more for the illusion of health.
Let’s be honest. It’s not just about the money. It’s the emotional cost of trying to make better choices—only to realise later that those choices may not be based on full facts.
A mother may buy “chemical-free” atta hoping to protect her child from harmful additives. A diabetic father may be given “no added sugar” cookies that are still high in processed carbs. These aren’t just purchases—they are decisions made out of love.
That’s why misleading labels are not just a marketing issue—they’re a matter of trust and family wellbeing.
Here’s what I recommend every household should start doing:
Look for Certifications
For food labelled organic, check for the organic logo mark. If it’s not there, be cautious.
Flip the Pack
Read the ingredients. If the product says “natural” but includes synthetic stabilisers, preservatives, or refined sugars, think twice.
Don’t Rely on Emotions Alone
Words like “clean,” “safe,” or “chemical-free” are designed to make us feel good. But feelings don’t always equal facts.
Be Informed, Not Afraid
Not everything is bad, but not everything is what it seems either. Awareness is your best defence.
You don’t need a degree in food science to make better choices. Just a little curiosity, a moment to flip the pack, and a willingness to question what you’re being sold.
Your family deserves food that’s truly nourishing—not just food that sounds nourishing.
The next time a label promises the world, ask yourself: “Where is the proof?”
Because health isn’t sold through fancy fonts and farm images. It’s built through truth, transparency, and informed choices.
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