Synopsis Product labelling in India faces several challenges, including non-compliance with regulations, language barriers, misinformation, inconsistent standards, and inadequate enforcement. The “Label Padhega India” campaign aims to address these issues and enhance consumer awareness.
The “Label Padhega India” campaign is set to play a crucial role in boosting consumer activism and awareness in India. This initiative highlights the numerous issues related to product labelling, particularly non-compliance with regulations, language barriers, and misleading claims.
“Label Padhega India has the potential to become the second-largest consumer campaign after the ‘Jaago Grahak Jaago’ campaign by the Indian government,” said Harish Bijoor, a brand strategy specialist. 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 expert 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 ingredient details. 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 labelling remains uncertain due to inherent issues.
Mathias pointed out several loopholes: the accuracy of company labels, the stringency of FSSAI law enforcement, and local brands bypassing regulations. Nonetheless, the campaign could draw public attention to nutritional information and resonate with young, urban consumers.
The campaign’s potential impact on buying behaviour is debated. Sachin Bobade, VP of Research at Dolat Capital, expressed scepticism about significant changes in consumer buying patterns. He noted that only a small percentage of consumers read packaging labels.
Despite this, the campaign is expected to prompt companies to reassess their product portfolios, especially those targeting children. Companies may need to alter the contents or proportions of sugar, salt, or fats in their products, potentially affecting taste and price.
A public dialogue generated by the campaign could pressure regulators to enhance labelling specifications and enforcement. “A sizable public chatter building up shall make the regulator wake up,” Mathias added, suggesting that improved guidelines and law enforcement could follow.