India Focus: Modi’s anti-obesity plan, better-for-you snacks, Zepto food scandal, and more

Indian authorities have urged all states to step up public awareness campaigns and implement targeted interventions to combat obesity, following Prime Minister Narendra Modi’s call for a 10% reduction in oil consumption and broader dietary reforms. Following PM Modi’s call to curb obesity, India’s FSSAI is urging states to cut oil use by 10% and roll out ‘sugar boards’ to promote healthier diets in schools. To drive change, PM Modi nominated prominent figures — including politicians, actors, and Olympians — to lead public awareness efforts encouraging healthier diets, with a focus on cutting oil consumption. TBH plans to expand internationally as it capitalises on the snackification and wellness trends. The firm specialises in fruit- and vegetable-based snacks and was acquired by conglomerate Sanjay Ghodawat Group (SGG) in 2023. Operated under its FMCG arm, Ghodawat Consumer Limited (GCL), the acquisition aims to position TBH as a leading brand in the global healthy snacking space. “TBH has strong potential to thrive beyond India and we are planning to position it in the global markets soon,” said GCL CEO Salloni Ghodawat. “Plant-based snacks are rapidly gaining traction, and TBH is at the forefront of this shift with our 100% real fruit- and vegetable-based offerings that resonate with today’s health-conscious consumers.” The race for speed and convenience is raising food safety concerns in India’s quick commerce sector, with experts calling for stricter enforcement and greater supplier accountability. This was highlighted after the Maharashtra Food and Drug Administration (FDA) inspected Zepto’s Mumbai facility on 31 May, uncovering fungal growth in foods and products stored on wet filthy floors. The findings have cast a spotlight on the food safety risks that may be overlooked in the pursuit of ultra-fast delivery by quick commerce platforms, which have rapidly transformed India’s retail landscape. Zepto is one of several popular quick commerce platforms in India, alongside Swiggy Instamart, Blinkit, Flipkart, and Amazon. The Food Safety and Standards Authority of India (FSSAI) has issued a strong advisory against the use of ‘100%’ claims on food and beverage products, citing concerns about misleading consumers through packaging and promotional materials. The FSSAI noted a “noticeable surge” in the use of ‘100%’ across product labels and promotional platforms. Its concern is backed by emerging research and case studies showing that such absolute claims can confuse consumers and potentially backfire on brands. The idea that ‘100%’ claims denotes perfection is explored by a study in the Journal of Psychology & Marketing , which found that this intuition drives the widespread use of 100% claims to describe product makeup and quality. SGG’s snack brand To Be Honest (TBH) is targeting US$5.8m in revenue by 2028, tapping rising demand for better-for-you options in India’s booming health snack sector. SGG’s investment in TBH aligns with India’s fast-growing health-focused snacking segment. The sector was valued at US$2.67 billion in FY2024 and is projected to reach US$4.95 billion by FY2032, growing at a compound annual growth rate (CAGR) of 8.03%, according to Markets & Data. TBH snacks are made from 100% real vegetables, resonating with Indian consumers seeking convenient options with functional benefits.