Last Updated:June 20, 2025, 15:32 IST
The current generation of Indians are opting for authentic and clean products. Here’s how reading the labels and making conscious choices can change your health.
Consumers are choosing authentic, clean-label products for better health.
Organic, authentic, free-from, all natural, sustainably sourced – these aren’t just buzzwords anymore. A few years ago, convenience and affordability were the driving forces behind most lifestyle choices – from what we ate and wore to how we travelled and consumed products. But today, a quiet revolution is underway. A new ethos is taking shape: nature-first sustainable living. It’s not just a trend – it’s becoming a way of life.
From millennials to Gen Alpha, Indians are increasingly becoming conscious consumers. They look beyond trendy labels like Fat Free, Low Sugar, and Zero Calorie. Instead, prefer simpler alternatives, such as No Preservatives, Protein-Rich, Clean Beauty, and Cruelty-Free. Wondering what’s the driving force behind this mindset shift?
Here are five reasons to make the switch to authentically made, clean-label products today.
Cleaner Products Mean Better Health
As health awareness grows, Indians are now prioritising natural ingredients over artificial flavours. With increasingly sedentary lifestyles and easy access to processed foods, urban youth face rising health concerns, ranging from obesity to weakened immunity. Amidst this, there’s a clear shift toward healthier and mindful snacking choices that align with fast-paced urban living.
Encourage Brands To Be More Transparent
Today’s consumers expect more than just a product – they demand honesty and openness. Clean-label brands disclose ingredients and nutritional info, helping shoppers make smarter, safer choices – whether it’s avoiding additives or tracking allergens, transparency builds trust.
Support India’s Emerging Authentic Homegrown Brands
For years, Indian consumers had limited access to truly healthy packaged foods. Upcoming homegrown brands like Noice available on Instamart produce super authentic, small-batched, preservative-free products, including freshly handcrafted paneer, makkhan (butter), palm oil-free chips, protein-rich snacks, and cold-pressed juices, among others. Their freshly-made products are easily available on quick commerce, making clean eating simpler, more accessible, and convenient than ever.
Gen Next Chooses Sustainability
India’s new-age consumers strongly believe in the ethos of ‘what’s good for the planet is good for us’; therefore, they opt for eco-friendly packaging and sustainable practices by businesses. Today, ethically grown or packaged products are considered premium choices. Brands that deliver products with a clean conscience attract higher customer loyalty in the long run.
Ingredient-First Foods Always Taste Better
The pandemic accelerated India’s transition to organic and ethical consumption across food, wellness, and lifestyle categories. In 2024, a Just Dial study found a 47% surge in searches for organic foods across metro cities, led by Mumbai, Pune, Hyderabad, Bangalore, Chennai, and Ahmedabad. Packaged foods devoid of artificial components rely on high-quality ingredients for flavour. Whether snacks, beverages, bakery products, or pantry staples, you’ll notice a fresher, richer taste that doesn’t compromise on quality.
As India gradually shifts toward healthier, more mindful, and sustainable lifestyles, consumers need to hold brands accountable for greater transparency. Making informed food choices starts with clear labelling. Even the simple habit of reading nutrition labels can lead to meaningful health benefits for you and your family.
- Location :
Delhi, India, India
- First Published:
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