How India's Informal Watchdogs Are Forcing Consumer Brands to Clean Up Their Act
In a remarkable shift, a diverse group of independent watchdogs, influencers, online communities, and third-party platforms is igniting a consumer awakening across India. These informal guardians, operating outside the regulatory framework, are challenging brands on misleading claims and driving significant changes in the market.
The Rise of Consumer Champions
In April 2023, Revant Himatsingka, a 33-year-old former management consultant from Mumbai, posted a video criticizing the high sugar content in Bournvita. He revealed that sugar constituted one-third of every serving—7.5 grams in 20 grams. While expecting the video to go viral, Himatsingka did not anticipate receiving a legal notice from the brand's parent company, Mondelez.
By sharing the legal notice publicly, Himatsingka amplified the issue, rallying support from people across various backgrounds. The video attracted regulatory attention, leading Mondelez to announce a 14% reduction in sugar content for Bournvita. This incident marked the beginning of a broader movement.
Himatsingka, who developed skepticism about food labels during a nutrition course in the US, continued to release videos exposing misleading claims on packaged foods marketed as "healthy." His efforts earned him more legal notices from companies like Nestle and Dabur but also sparked a nationwide label-awareness campaign called 'Label Padhega India,' endorsed by actors and entrepreneurs.
A Network of Vigilantes
Himatsingka is not alone in this crusade. Hepatologist Cyriac Abby Philips, known online as The Liver Doc, uses social media to challenge false claims by health supplement brands, leveraging his clinical expertise. Wellness coach Luke Coutinho has also built a large following by promoting integrative and preventive health.
Together, these individuals, along with influencers and online communities, have created a parallel trust economy, where reputation becomes the primary currency. Consumers increasingly rely on these informal watchdogs rather than regulators or brand claims to make purchasing decisions, especially in segments like health supplements and premium packaged foods.
Impact on Brands and Products
The influence of these watchdogs is tangible. Brands are responding to public pressure by reformulating products. For instance, Maggi ketchup reduced its sugar content by about 22%, and Pepsico India began trials to replace palm oil in Lay's chips. This disruption extends beyond packaged food to industries like skincare and supplements.
Samarth Bansal, head of content at The Whole Truth Foods, notes that misleading claims and partial disclosures have made packaged food a low-trust category. As a result, consumers turn to informal sources—reviews, recommendations, and peer validation—to assess brand credibility.
The Role of Online Communities and Verification
Online platforms like Reddit have become crucial decision-making tools. Consumers like Pooja Shrivastava, a 27-year-old advertising professional in Bengaluru, rely on Reddit threads to dissect ingredients and discuss side effects, finding them more authentic than paid influencer content or e-commerce reviews.
Third-party verification platforms are also emerging. Bengaluru-based Unbox Health, which rates packaged foods and supplements based on label accuracy, non-toxicity, and nutritional profile, has tested nearly 400 products. Similarly, Trustified, run by fitness influencer Arpit Mangal, publishes independent lab reports on protein powders and supplements.
Challenges and Limitations
Despite their impact, these watchdogs face limitations due to the vast and growing market. India's health and wellness food market, valued at $35.89 million in 2024, is projected to reach $139.56 million by 2032. Over 5,000 clean-label products were launched in India in 2024 alone, according to consulting firm Towards FnB.
The parallel trust economy lacks standardized resolution mechanisms, forcing consumers to evaluate information from multiple sources. While larger brands can invest in audits and reformulations, smaller companies struggle with the costs associated with building trust.
Revant Himatsingka's journey from critic to founder exemplifies this dynamic. He launched the packaged food brand Only What's Needed in response to consumer demand for alternatives, highlighting both the opportunities and challenges in this new trust-driven landscape.
Key Takeaways
- Aggressive marketing and regulatory gaps have eroded consumer trust in brands.
- Informal watchdogs are becoming pillars of credibility, influencing purchasing decisions.
- Brands are reformulating products and investing in audits to regain trust.
- Online communities and third-party verification platforms play a critical role in this shift.
- The trust economy presents both opportunities and challenges for brands and consumers alike.
