The world is getting more health conscious about the food
it eats, and India is leading the way. Product packaging in
India is getting more elaborate each year, and recent
research quoted in the Hindustan Times suggests that Indian
consumers actually take time out to study what is written on
product packaging before taking a decision on which brands
they buy.
Phrases like organic, no additives/preservatives,
antioxidant, gluten-free, etc. are increasingly appearing on
product packaging, and the intelligent Indian consumer is
very much aware that he wants to stay as far away as
possible from toxic chemicals in his daily consumption.
The branded food market according to Britannia is now a
whopping Rs. 1,10,670 crore, and growing. Companies like
Britannia and Dabur are looking to ride the wave and claim a
lion share of this massive market by appealing to a
knowledgeable consumer. Britannia's managing director Vinita
Bali went as far as saying, "We decided to eliminate what is
not healthy. We removed trans-fats from all our recipes."
The internet is a primary source of knowledge for India's
much smarter consumer, who has decided that the best way to
manage a far from conducive lifestyle is to at least ensure
that she eats healthy.
Source: http://www.hindustantimes.com/business-news/Features/Food-gets-health-conscious/Article1-944597.aspx
Keywords: organic food, packaged, preservatives,
antioxidant
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