From labels to loyalty: Trust takes centre stage in India’s wellness market

In India’s rapidly growing wellness market, consumers are surrounded by products labeled ‘natural’, ‘clean’, or ‘organic’. But as these terms become more common on packaging, questions around their actual meaning and validity are beginning to surface. Many of these claims, while appealing, often lack clear definitions of scientific and regulatory backing making it harder for people to know what they are truly buying.

Words like ‘organic’ and ‘100% natural’ have become staples in food and supplement marketing. However, with the growing popularity of these terms comes a growing concern, are all these claims genuine? In some cases, brands have used these labels without proper certification, or in ways that don’t quite match what’s inside the pack. This has led to a sense of confusion among consumers, and at times, disappointment.

In fact, in 2023, the Food Safety and Standards Authority of India (FSSAI) issued notices to several packaged food companies for misleading labels under its Advertising and Claims Regulations. While this shows an intent to clean up the space, implementation remains patchy—especially among smaller brands who may be unaware or unsure about compliance requirements. Unfortunately, this inconsistency is chipping away at consumer confidence.

Demand for transparency

The shift in consumer sentiment is driving a growing demand for greater transparency. According to the NielsenIQ Transparency Trends 2023 study, globally, 76% of shoppers actively sought transparent product information before making a purchase, up from 69% in 2018. This included sourcing details, ingredient traceability, and third-party certifications.

This indicates a change in consumer psychology rather than a mere fad. Informed buyers today research brands online, join health-focused communities on platforms like Instagram and WhatsApp, and share peer-reviewed links before making purchase decisions. Terms like ‘lab-tested’, ‘batch-certified’, and ‘non-toxic’ are now baseline expectations.

Consumers today are far more discerning than they were even five years ago. In an era of conscientious consumption, eight out of 10 conscious Indian shoppers now research the story behind a product before making a purchase, digging into its origins, certifications, ingredient breakdown, and brand credibility. Aesthetic packaging alone is no longer enough.

This new wave of scrutiny has transformed product packaging into a battlefield of trust. Consumers, digital influencers, wellness communities, and regulatory bodies are all challenging every claim, font size, and symbol on the pack. Opacity is now a liability rather than an oversight in this context.

India’s regulatory framework for food and wellness has made notable strides. The FSSAI has introduced critical guidelines, such as the Organic Foods Regulations (2017), which mandate NPOP or PGS-India certification along with the Jaivik Bharat logo, and the Labelling and Display Regulations (2020), which call for greater clarity around nutritional values, allergens, and label readability.

Yet, enforcement remains a structural challenge. In a market as vast and fragmented as India’s FMCG and D2C ecosystem, consistent oversight is difficult. Vague definitions of buzzwords like ‘clean’, ‘natural’, or ‘safe’ further blur the lines, leaving room for interpretation—and often, consumer doubt. This is where independent verification is becoming significant.

By conducting independent lab testing, ingredient audits, and regular compliance checks, some platforms are adding a much-needed layer of credibility. The use of randomised batch testing and real-time data helps ensure that what is on the label matches what is inside the pack—not just once, but every time.

For brands, embracing these checks is not just about ticking regulatory boxes—it is about building trust. In an era where informed consumers drive the market, verified transparency is becoming a valuable edge.

Technology leading the way

Fortunately, new tools are making it easier to be transparent. 2D barcodes, supported by GS1 India, now allow shoppers to instantly access sourcing details, lab reports, and certifications. These barcodes are expected to become more common, thanks to FSSAI’s broader push for digitalisation.

Emerging technology tools like AI-powered label scanners are helping identify inconsistencies between claims and regulations, offering support to consumers and regulators, both. Meanwhile, blockchain is beginning to play a role in categories like superfoods and cold-pressed oils, where tamper-proof sourcing information can go a long way in building credibility.

Building a trust roadmap

For brands, regaining and retaining consumer trust must be a strategic priority—not a marketing ploy. A practical roadmap may include investing in independent verification by working with recognised third-party platforms to vet your products for label accuracy, contaminants and compliance. Following this, standardise the language by defining internal meanings for 'clean', 'natural', and 'non-toxic', and communicate these clearly on your packaging and website. Leverage digital transparency through QR codes, dashboards or micro-sites that provide ingredient sourcing, test results, and sustainability credentials.

Companies should also conduct quarterly label and sourcing audits internally and elevate transparency to a board-level discussion rather than treating it as a branding task. Finally, educate the consumer by hosting webinars, publishing blog posts, or collaborating with nutritionists so that buyers understand what clean means and how they can verify it.

As the wellness market evolves, so does the need for greater accountability. What once set a brand apart, terms like natural or clean are now being backed by real data, audits, and transparency tools. And in a space where trust is everything, brands that embrace this new standard are more likely to earn long-term consumer loyalty.

— Abidali Dantrelia, CEO, You Care Lifestyle.