Good Morning [%first_name |Dear Reader%],

Have you ever stood in a supermarket aisle, holding two different brands of the same product, utterly bewildered by the nutritional labels? You’re not alone. What we think is healthy often isn’t, and what the label says might not be the full story. This week on our podcast, Two by Two, we explored the various means by which Indian consumers find out what they’re eating and, more importantly, what happens when they do.

In this discussion, we featured two innovators tackling this problem from fascinatingly different angles: Arjun Anjaria, the founder of Unbox Health, and Munaf Kapadia, the VP of growth and marketing at Natfirst, the parent company of the app Truthin. Both are building platforms to empower consumers, but their core philosophies reveal the complexity of establishing trust in the Indian food landscape.

Unbox Health operates on a principle of verification. It is India’s first ratings platform for packaged foods and supplements built on the foundation of independent lab testing. Unbox Health takes products, tests them in a lab, and rates them on a D-to-A+ scale based on three pillars: label accuracy, non-toxicity (checking for heavy metals and toxins), and nutritional profile. It’s an objective, scientific approach that aims to answer the fundamental question: Is what’s inside the box the same as what’s claimed on the outside?

Truthin, on the other hand, works on a principle of interpretation. It takes the information already available on the package—the nutritional tables and the ingredient lists—and processes it through a sophisticated algorithm to make it understandable. It acts as an “X-ray for packaged goods”, converting complex data into a simple 1-to-5 rating and clear insights. Their approach is to trust the label but translate it, empowering consumers by breaking down the jargon and providing context, much like a “Bhim for product intelligence”.

One approach verifies the label, while the other interprets it. Together, they represent a powerful shift toward consumer consciousness.

Two By Two • EPISODE 59

What happens when Indian consumers discover what they are consuming?

Understanding the story behind India's confusing food labels

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Why is nutrition labelling even a problem? Because it is incredibly hard. Globally, there are multiple systems: the monochrome tables we’re used to in India, traffic-light systems in the UK, the Nutri-Score in Europe, and the Health Star Rating in Australia.

In India, the regulatory body FSSAI is still relatively young and faces the monumental task of enforcing guidelines across a vast and diverse market. The pressure is mounting, with even the Supreme Court directing the government to finalise and implement clearer front-of-pack labelling. The goal is to move critical information—like total sugar, salt, and saturated fats—from the back of the pack to the front, making it impossible to ignore. 

This is what will fundamentally change how we interact with our food at the moment of purchase.

To kick off the conversation, I asked a simple question: “What’s a food you thought was healthy, only to find out it wasn’t?” The answers from the panel were revealing and relatable.

Beyond personal anecdotes, the discussion also yielded some profound insights into the mechanics of food, trust, and consumer behaviour.

While the common assumption is that these tools are designed to force everyone to eat “healthy”, Munaf argued for a more nuanced goal: empowering consumers to be conscious of their choices, whatever they may be. The power lies in knowing, not necessarily in abstaining.

It seems logical that a star-rating system would make food choices clearer. More stars means healthier food, right? Not necessarily. The panel discussed the real-world example of Australia’s Health Star Rating (HSR) system, where the implementation had a surprising and counterproductive outcome. Instead of helping consumers differentiate, it created a “health halo”, where even ultra-processed, unhealthy foods could get a respectable rating, tricking consumers into thinking they were making a good choice.

The idea of educating 100 million consumers seems daunting. However, Arjun explained that the strategy isn’t about reaching every single person directly. It’s about influencing the key nodes in the network—the health professionals, the marketplaces, and that one “health-conscious” friend everyone turns to for advice.

The conversation makes one thing clear: Indian consumer behaviour is shifting. As Rohin pointed out, we are moving from trusting brands to scrutinising ingredients. It’s no longer enough to see a familiar logo; people want to know how much protein is in their ice cream or if their snack is truly low in sodium.

This shift is where the missions of Unbox Health and Truthin converge. They are providing the tools for this new era of consumption. 

As Munaf stated, the ultimate solution to this complex problem won’t come from a single company or regulator. It will come from consumers themselves, empowered with transparent and understandable information.

Arjun agreed.

The journey to better eating in India is not about dictating choices, but about democratising information. 

When consumers can make a truly informed decision—whether that’s reaching for the high-protein snack or knowingly enjoying their five packets of noodles—the entire ecosystem, from brands to retailers, will have no choice but to adapt.

You can tune into the full episode here. 

See you next week!

Regards,
Praveen Gopal Krishnan

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