‘LABEL PADHEGA INDIA’ CAMPAIGN 2ND BIGGEST CAMPAIGN AFTER ‘JAAGO GRAHAK JAAGO’

INTRODUCTION 

The “Label Padhega India” campaign is about to play an essential role in boosting consumer activism and awareness in India. This initiative highlights the severe problems associated with product labeling, especially non-compliance with regulations, language barriers, and deceptive claims.

“Label Padhega India” can become the second-largest consumer campaign after the ‘Jaago Grahak Jaago’ campaign by the Indian government,” stated Harish Bijoor, a brand strategy expert. However, he emphasized that strong digital marketing is essential for the campaign to gain traction and effect a change in consumer behaviour.

Despite facing several challenges, the campaign arrives at an opportune moment, following the Supreme Court’s strictures on Patanjali for misleading advertisements. Business strategist and FMCG professional Lloyd Mathias noted that the campaign’s timing is crucial but acknowledged the ongoing issues with product labelling in India.

Globally, consumers rarely scrutinize product labels for detailed information. Countries like Chile, Mexico, and Brazil have adopted pictorial warnings on food labels to simplify the information. In India, green dots indicate vegetarian products. However, the effectiveness of such labeling remains uncertain due to inherent issues.

Mathias mentioned several loopholes: the accuracy of company labels, the stringency of FSSAI enforcement, and local manufacturers bypassing rules. Nonetheless, the campaign could draw public attention to dietary information and resonate with young, urban consumers.

Despite this, the campaign is anticipated to prompt companies to reconsider their product portfolios, especially those targeted at children. Companies may need to alter the contents or proportions of sugar, salt, or fats in their products, potentially affecting taste and price. 

APPROACHES TO ENHANCE THE CAMPAIGN

The ‘Label Padhega India’ campaign, an essential step in building domestic consumer activism and fostering awareness, underscores the inherent issues associated with product labeling domestically. Nevertheless, merchandise aimed at more sensitive consumer segments, including children, may require additional scrutiny by manufacturers.

The “Label Padhega India” campaign aims to improve consumer recognition of product labeling in India. It highlights problems such as non-compliance with rules, language limitations, misinformation, inconsistent standards, and inadequate enforcement. This campaign seeks to address these challenges and promote transparency, especially for products targeted at sensitive consumer segments like children. Professionals believe that digital advertising and influencer support are critical for the campaign's success. Effective product labeling is vital for informed consumer choices, and this initiative is expected to drive companies to improve their labeling practices and product transparency. Here are some approaches to enhance this:

1.      Intuitive meals labelling the usage of symbols

Many nations have efficiently carried out clear and easy-to-understand front-of-package nutrition labels, in contrast to the cutting-edge system in India, which relies on voluntary and regularly complicated labels. Countries like Mexico, Chile, and France use intuitive labelling systems that highlight key dietary data, making it simpler for clients to make healthier selections. Even the FDA is now considering adopting similar mandatory labels in the U.S. to enhance transparency and help purchasers avoid dangerous substances. The food industry, however, favours greater complex labels that are tougher to understand. It's important for the Food Safety and Standards Authority of India (FSSAI) to prioritize customer-friendly, science-primarily based labels to promote better nutritional choices.

To ensure compliance with labelling standards, it is essential to strengthen enforcement mechanisms. The FSSAI should increase regular inspections and audits of food products to verify that labels are accurate and adhere to the regulations. Penalties for non-compliance should be substantial enough to deter companies from making misleading claims. Additionally, establishing a robust system for consumer complaints and feedback will help identify and address labelling issues more efficiently. By holding companies accountable, we can enhance transparency and trust in the market.

2.      Clean communication with scientific evidence

Effective product labelling should not only be clear and intuitive but also backed using scientific evidence to ensure accuracy and reliability, which means any claims made on labels, along with “low sugar,” “high fibre,” or “natural,” should be substantiated with verifiable records and agree to standardized definitions set by regulatory governments like the FSSAI.

For instance, in the European Union, food products making fitness claims ought to follow the EU Nutrients and Fitness Claims Regulation (NHCR), which requires scientific substantiation of the claims. Companies need to provide proof, frequently via rigorous medical studies, to help their assertions. Further, in the US, the FDA requires that health claims be subsidized using “substantial scientific settlement” amongst certified specialists.

In India, clear conversation supported via medical proof may be carried out via numerous measures:

• Standardized Definitions: The FSSAI need to expand and enforce standardized definitions for common terms utilized in food labelling. For instance, the term "natural" needs to be surely described to save you from misuse and ensure that products labelled as such genuinely meet the standards.

• Mandatory disclosure of ingredients: All components, along with additives and preservatives, need to be indexed on the label. For instance, if a product claims to be "sugar-free," it should not include hidden sugars or excessive fructose corn syrup. Transparency in factor disclosure helps customers make informed alternatives and avoid doubtlessly harmful substances.

• Third-Party Certification: Products claiming to be organic or eco-friendly ought to be licensed by the identified recognized third-party organization. For instance, the USDA Natural label in America gives an assurance that the product meets strict organic requirements. In India, comparable certifications from reliable bodies can enhance consumer beliefs.

• Scientific studies and statistics: Labels need to reference scientific studies or facts supporting health claims. This exercise is already usual in nations like Australia, in which the health star rating device encourages companies to lower their health claims with solid proof.

• Consumer schooling: Educating purchasers about decoding medical facts on labels is essential. Public awareness campaigns and academic packages can help customers recognize terms like “GMO-free,” “high in antioxidants,” or “low glycemic index,” and what they imply for their health.

BACKGROUND

Revant Himatsingka, also known as Food Pharmer, has emerged as a distinguished figure in the movement closer to better food labelling practices as he launched the “Label Padhega marketing campaign”.

The objective of ‘Label Padhega India’ is to educate purchasers approximately the hidden dangers lurking in the nutritional labels of packaged meals. It aims to highlight the negative outcomes of preservatives and unhealthy additives on health. By bringing together a diverse group of influencers and celebrities, the marketing campaign seeks to attain a broad target audience and make a giant effect on customer habits.

Aimed toward encouraging consumers to scrutinize the dietary labels on packaged products, the marketing campaign functions a star-studded lineup of supporters, together with actor Archana Puran Singh, choreographer Terence Lewis, sportsperson Abhinav Bindra, cricketer Dinesh Karthik, and popular influencers like Flying Beast, Ankita Bainyanpuria, Ankur Warikoo, Tech Burner, Thugesh, Saurav Joshi, etc.

In recent, Himatsingka announced a significant victory: PepsiCo, the maker of Lay’s chips, has determined to lessen using palm oil in its products. This change came after Himatsingka highlighted the discrepancy between the elements used in Lay’s chips in India and the United States. His advocacy, supported by public stress, led PepsiCo to start trials for brand-spanking new oil blends in 2023.

Palm oil, broadly used in snacks like chips and biscuits, is associated with unfavorable health effects when consumed in excess, especially concerning heart health. Himatsingka’s efforts to focus on the health implications of such elements were instrumental in promoting healthier food selections to consumers. His preceding works, including a viral video on the high sugar content in Bournvita and its effect on youngsters, have notably raised public consciousness about the health dangers posed by processed ingredients.

THE MISSION OF THE CAMPAIGN

Himatsingka’s initiative stems from ongoing issues about food in India, including deceptive contents in baby formula and health beverages, the usage of dangerous oils in snacks, and carcinogenic claims about masala products. He emphasizes that by studying labels, the public can put pressure on companies to remove deceptive advertising and enhance product quality. The ultimate purpose is to transform India from the “Diabetes Capital of the World” to the “Health Capital of the World.”

ENGAGEMENT WITH THE HELP OF SOCIAL MEDIA

Himatsingka has delivered a social media project to inspire active participation. He invites everyone to post a picture of a food label, after which a person has to nominate 3 others to do the same, using a specific music track from the Instagram library to unify the campaign. Individuals can tag ‘foodpharmer’ to highlight their involvement.

To similarly motivate other people, Himatsingka is imparting rewards and personal meetings to over 100 members who actively engage in the task. This approach now not only promotes the campaign but additionally fosters a community striving for more healthy food choices.

ADDRESSING LABELLING SITUATIONS

The marketing campaign is meant to make sure that there are correct facts on the labels of products which are produced in the market. Nonetheless, products that are aimed at delicate consumer niches, such as youngsters, may be tested and examined more thoroughly. However, the wider market continues to be a trouble that results in consumer confusion and feasible health dangers. The display ‘Label Padhega India’ is an attempt to make consumers conscious and make them read labels themselves so that they become more conscious about the products they use.

IMPACT OF THE CAMPAIGN

Within weeks of its launch, the campaign went viral, amassing lots of shares, likes, and feedback across numerous platforms. The hashtag #LabelPadhegaIndia quickly has become a trending topic on Twitter and Instagram, garnering attention from influencers, celebrities, and ordinary customers. This considerable social media engagement has exponentially elevated the campaign’s visibility, making it a household name.

Unique statistics underscore the campaign’s far-reaching impact. In line with statistics accrued via FoodPharmer, the initiative has reached over 10 million people in the first month alone. Engagement metrics reveal that the campaign videos and posts were viewed in more than 20 million instances, with an enormous portion of this target audience actively taking part by sharing their experiences and learning about food labels.

The academic content material provided via the marketing campaign has empowered consumers to make informed alternatives. Surveys conducted by Food Pharmer imply that 60% of contributors now often read food labels before buying, compared to just 20% before the campaign. This shift in customer conduct displays a developing recognition that reflects a growing awareness of nutritional information, dietary data, and component transparency, using a call for healthier and more secure meal alternatives.

Overall, the ‘Label Padhega India’ marketing campaign by FoodPharmer isn’t only a fleeting trend; it's far a transformative movement that is redefining the food revolution in India. Through strategic use of social media and compelling educational content, it has successfully captured the general public’s interest, fostering a more knowledgeable and health-aware society.

THE RESPONSE FROM FOOD BRANDS
In the wake of the “Label Padhega India” initiative by Food Pharmer, food manufacturers in India are experiencing a huge shift in consumer expectancies and behaviors. This heightened scrutiny has pressured many companies to reassess their product formulations, advertising strategies, and transparency efforts. The motion in the direction of more transparency isn’t just a trend but a need, as consumers are more and more stressed to realize what is going into their food.

Numerous food manufacturers responded to this call for transparency with the aid of reformulating their products to get rid of or reduce harmful components and artificial elements. For instance, a leading snack producer, recognizing the growing consumer desire for healthier alternatives, has added a new line of products made with natural ingredients.

Similar to product reformulation, advertising strategies have additionally developed. Brands are now emphasizing the health benefits and natural ingredients in their products more than what was present before. There was a noticeable shift in marketing, with campaigns specializing in transparency and honesty. A working example is a popular dairy logo that has launched a series of advertisements highlighting the purity and authenticity of its merchandise, aligning with the values promoted through Food Pharmer.

Transparency efforts have been prolonged beyond advertising marketing and product components. Many manufacturers are now supplying detailed data about their sourcing and production approaches, making sure that consumers get the right information and the facts they need to make informed alternatives. This move toward greater transparency is not only building trust but also fostering a strong connection between brands and consumers.

CONCLUSION

The “Label Padhega India” campaign marks a pivotal shift in enhancing consumer awareness and transparency in product labelling. By addressing non-compliance, misinformation, and enforcement issues, it aims to empower consumers with accurate information.

Companies can support this initiative by adopting intuitive, science-backed labelling and clear communication. The FSSAI should enforce stricter regulations and ensure accurate labelling practices. Educating consumers about scientific information on labels will further promote informed choices.

The Good Bug exemplifies effective consumer engagement through realistic claims and a holistic approach, showing the value of transparency. By leveraging clear, informative labelling and prioritizing consumer education, companies can build trust and foster a more informed, health-conscious society.

Together, these efforts will not only enhance the credibility of the market but also encourage responsible innovation. As we move forward, both companies and regulators must continue working towards a marketplace where transparency and consumer trust are paramount. This collective commitment will ultimately lead to a healthier and more informed consumer base, driving positive change across the industry.