“The label says ‘organic’—but is it really?”
Walk down any supermarket aisle in India today and you’ll see a common sight—rows upon rows of brightly coloured packaging shouting words like “natural,” “pure,” “farm fresh,” “wholesome,” and most of all, “organic.” With growing awareness about health, sustainability, and clean eating, Indian consumers are increasingly turning to what they believe are better choices for themselves and the planet. But how many of these claims are genuine? And how many are mere marketing gimmicks?
Welcome to the age of greenwashing—where brands wear the mask of sustainability while hiding synthetic ingredients, unsustainable practices, and misleading claims behind flowery language and earthy packaging. In this first part of our investigative series, we turn our attention to the food aisle, where deception is often sold in the most wholesome-looking jars and boxes.
What is Greenwashing?
Greenwashing refers to the practice of companies exaggerating or fabricating their environmental friendliness to appeal to eco-conscious customers. It’s a strategic branding effort to position products as healthier or more ethical than they really are.
In India, where regulatory mechanisms around labelling and certifications are still evolving, greenwashing is alarmingly common—especially in the FMCG (fast-moving consumer goods) sector.
The rise of “Organic” in India
India has witnessed a surge in demand for organic food. The Indian organic food market, valued at ₹2,700 crore in 2020, is expected to grow exponentially in the coming years. This is largely driven by increased health awareness, concern for pesticide-free produce, and a cultural return to traditional methods of farming.
But this boom has also led to opportunism. Brands have realised that slapping the word “organic” on a product—even if just one ingredient in a mix is organic—can dramatically increase sales.
Investigating popular “Green” food brands
Let’s examine some common products and the tricks they employ to appear greener than they are:
- Breakfast Cereals and Granolas
Many cereals that claim to be “natural” or “multigrain” are loaded with refined sugar, artificial flavours, and preservatives. Even when a brand uses “organic oats,” the added ingredients—such as sweeteners, milk powders, or crunchy clusters—are far from organic. A closer look at the ingredients list often reveals maltodextrin, high-fructose corn syrup, and synthetic vitamins.
Misleading Claim: “Made with Organic Oats.”
Reality: One organic ingredient among many non-organic and processed ones.
- Packaged Masalas and Spice Mixes
Spices are a kitchen staple in Indian households, and now many companies have begun offering “organic” masalas. However, several popular brands use anti-caking agents like silicon dioxide, and colouring agents—even in so-called organic variants.
Misleading Claim: “Pure and Organic Masala.”
Reality: Contains chemical preservatives or non-organic oils used in blending.
- Instant Noodles and Pasta
A few brands have recently launched “healthier” or “organic” instant noodles, marketing them as better alternatives to the classic brands. But upon inspection, these often include artificial flavour enhancers (like MSG), refined wheat (maida), and hydrolysed vegetable protein—all of which contradict the image of a health-conscious product.
Misleading Claim: “Organic Herbs and Spices.”
Reality: Organic seasoning on top of ultra-processed noodles.
- Snack Bars and Protein Balls
Snack bars are now everywhere, offering guilt-free snacking with tags like “raw,” “natural,” “clean,” and “wholesome.” However, most contain glucose syrups, artificial sweeteners, or industrially processed protein isolates. Only a fraction of the ingredients are actually organic.
Misleading Claim: “No Artificial Flavours or Preservatives.”
Reality: Uses sugar substitutes and synthetic binding agents.
- Cold-Pressed Oils and Ghee
These products often have the most traditional-looking packaging—earthy tones, rural motifs, and words like “ayurvedic” and “handmade.” But some cold-pressed oils are mixed with refined oils or fail to meet the organic certification standards.
Misleading Claim: “Cold-Pressed and Natural.”
Reality: No third-party certification; lack of transparency in sourcing.
The certification conundrum
In India, true organic products should carry the Jaivik Bharat logo, overseen by FSSAI, or be certified by agencies under NPOP (National Programme for Organic Production). However, many brands bypass this and rely on vague phrases like “organically grown” or “from organic farms,” which are not regulated.
It’s worth noting that “natural” is not a regulated term in India. Anyone can use it without needing certification.
Why Greenwashing Works
- Visual Cues: Green packaging, images of leaves or farms, and earthy colours are used to create an illusion of sustainability.
- Language Loopholes: Phrases like “no added preservatives,” “made with natural ingredients,” or “eco-friendly” are loosely defined.
- Consumer Trust: Indian consumers often assume that if a product looks traditional or comes from a reputed brand, it must be good.
The real cost of Greenwashing
Greenwashing isn’t just about false advertising—it has real consequences. Consumers end up paying premium prices for products that are no healthier or more sustainable than regular items. It also undermines genuinely organic farmers and producers who follow rigorous, ethical practices.
Moreover, continued exposure to synthetics under the guise of “organic” poses long-term health risks.
How to protect yourself as a consumer
- Read the Ingredients: Always check the full list of ingredients. Avoid products that have long lists of chemicals or unclear additives.
- Look for Certification: Trust only those that are certified organic by Jaivik Bharat or international equivalents like USDA Organic.
- Research Brands: A quick background check online can reveal whether the brand genuinely follows organic practices or is simply marketing itself as such.
- Avoid Green Packaging Bias: Don’t fall for the “eco-look.” Instead, focus on facts and labels.
- Support Local and Verified Producers: Buying directly from certified organic farms or farmer’s markets ensures authenticity.
Greenwashing in Indian supermarkets is a silent but widespread phenomenon. As the demand for organic food grows, so does the potential for misleading branding. The responsibility lies not just with the regulators, but with brands to uphold honesty—and with consumers to remain vigilant.
In the next part of this series, we will explore personal care and beauty products—another domain riddled with “natural” deception.
Until then, don’t just read the front of the label—turn it around and decode the truth.
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