The Great 'Natural' Myth
In India, the word 'natural' on a product label is not the guarantee of health you might think it is. Unlike 'organic,' which is a strictly regulated term, 'natural' exists in a grey area. The Food Safety and Standards Authority of India (FSSAI) does
have a definition, but it's quite narrow. According to FSSAI, a food can be called 'natural' only if it's a single-ingredient product from a plant, animal, or mineral source, has nothing added to it, and has only undergone minimal processing like washing, peeling, or drying. This means that a plain, unadulterated spice or a simple dried fruit might qualify. However, for a multi-ingredient product like a biscuit, sauce, or breakfast cereal, the 'natural' claim is much harder to justify under regulations. These products often cannot be called 'natural' directly, though some may use the phrase 'made with natural ingredients'—a subtle but important difference.
FSSAI's Watchful Eye
Recognizing the potential for consumers to be misled, FSSAI has been cracking down on vague and unsupported health claims. In recent months, the authority has issued notices to several companies for using terms like 'healthy,' 'true vitamin,' and even brand names that imply a health benefit without sufficient proof. The issue isn't just with the word 'natural'. Claims like 'Zero Maida' on breads that still contain other forms of wheat gluten, or 'Healthy Chips' on snacks, have come under scrutiny for creating a false impression of healthfulness. This regulatory action highlights a core problem: front-of-pack marketing claims are designed to sell, and they don't always tell the full story. The regulator's actions show a growing commitment to ensuring that the claims on labels are truthful, clear, and not misleading for the average shopper.
Beyond Food: The 'Natural' Halo
The ambiguity of 'natural' extends beyond the kitchen to cosmetics and personal care products. In India, cosmetics are regulated by the Drugs and Cosmetics Act, with standards often set by the Bureau of Indian Standards (BIS). However, just like with food, there is no single, legally binding definition of 'natural' for a face cream or shampoo. Brands often use 'natural' or 'herbal' to suggest safety and purity, but these terms are not legally defined and can be used without strict verification. The regulations for cosmetics are primarily focused on ensuring products are free from specific harmful substances like lead and mercury, and that labels contain a complete list of ingredients. A brand making a therapeutic claim, like 'cures acne,' would face stricter rules, but a vague 'natural' claim does not carry the same regulatory weight. This leaves consumers to decipher whether the 'natural' product is genuinely different or just marketing.
Organic: A Term with Teeth
This is where 'organic' stands apart. Unlike 'natural,' 'organic' is a legally protected and certified term in India. For a product to be sold as organic, it must be certified under one of two systems: the National Programme for Organic Production (NPOP) or the Participatory Guarantee System (PGS-India). To make it easier for consumers, the FSSAI introduced the Jaivik Bharat logo—a green circle with a leaf and a tick mark. If a packaged food product claims to be organic but does not have this logo, you should be skeptical. This certification guarantees that the product was grown without synthetic pesticides, GMOs, or chemical fertilizers. Even for multi-ingredient products, at least 95% of the ingredients must be certified organic to use the label. So, while 'natural' is a marketing suggestion, 'organic' is a verifiable promise.
How to Be a Smarter Shopper
In a marketplace full of appealing but vague claims, the power is in your hands. The first and most important rule is to ignore the front of the pack and read the back. The front is advertising; the back is information. Start with the ingredient list. In India, ingredients must be listed in descending order by weight. The first three ingredients make up the bulk of the product. If sugar, maida (refined flour), or palm oil are at the top of the list for a 'healthy' snack, you know what you're really eating. Be wary of multiple names for sugar (like glucose syrup, fructose, or maltodextrin), a common trick to prevent 'sugar' from being the first ingredient. Finally, look for the FSSAI license number and certifications like the Jaivik Bharat logo to confirm the product's authenticity.
