These days while shopping in a supermarket, what do you think the most challenging? What is healthy, right?

And why is it challenging? Thanks to the misleading brand packaging, everything seems healthy these days. Some products make large claims about their protein content, while others advertise to be proudly free from refined flour or to be “baked, fried”. Some people also claim that they are sugar -free or there is no chemical additive in it.

India is the fastest growing health food market, which expands 20 percent of CAGR (compound annual growth rate), which is three times the global average. It is set to become a market opportunity of $ 30 billion by 2026. Running that growth? Of course, the latter pandic wave of health and welfare awareness plays a big role.

But is it trying to give brands a position in the market? Well, not in Limbo, if anything, it gives them a golden opportunity to bring products to the market with ‘healthy’ tagline. Because let’s face it: he sells.

But for ‘Mango Like customers, this is a big challenge that is telling better than bad, in fact what is true for its name, and what is just a marketing sham.

And this is the same where platforms like Truthin and Pink Tiger take care of you, making a difference.

Lie behind the label

Ravi Putravu, the founder of Satyain, knows the game very well. Diagnosis with acromegaly, a rare condition that hurts her to diabetes and heart disease, Ravi was forced into label-reading long before becoming trendy. But still, “Understanding whether it was safe or not decoding hiroglyphics,” they say.

Therefore, with co-founder and doctor Aman Bashir Sheikh, he created the truth, an app that acts as a nutritionist with trust issues. You scan the barcode of a product and immediately align its true rating, component breakdown, potential red flags, and whether it aligns with your personal health goals (yes, knows whether you are diabetes, hypertension or just sugar-varying).

Now, if you think it was a bot that was spreading one truth after another, then you are wrong. Behind the interface is a team of doctors, nutritionists and data scientists who decode India’s most dear (and most suspected) packed foods in real time.

Pink tiger stamp

Meanwhile, Wellness Heavyweight Luke Cottinho asked himself a different kind of question. He is a very famous name in the health and welfare industry and while working with thousands of people on lifestyle and nutrition goals, he will find himself the same question by asking the same question: without which supplement we can recommend without another estimate? Which ghee will not be secret among the hidden preservatives?

In this way the pink tiger is a seal of the trust that now appeared on the clean products verified on the care lifestyle platform. Think of it as a clean label equal to blue tick, but it is difficult to earn only.

“We are not trying to gatekeep,” Luke says. “We are just giving consumers a standard that they can eventually trust.” To obtain a pink tiger seal, from a product component audit to independent lab test, goes through a three -round investigation. Failed at any step, and you are out.

And they are not the only players in the market. Food scans are other apps such as genius, factskain and trust that actually understand the pain point of an ordinary customer and help them simplify things.

People want to make better options

Even when picking up a bag of Atta, comes with its own set of challenges, as there are contenders – some provide benefits of multicrain while others support it as organic. So, there is no confusion about which is better and if anything is worth buying.

According to Truthin, the most discovered items include Maggi, ice cream, cheese, biscuits and peanut butter. “People are not just looking for ‘healthy’ options,” Ravi explains. “They want to make a better option about everyday items they are already eating.”

Search words such as high protein, palm oil -free and less added sugar dominate. Meanwhile, Pink Tiger has noticed spikes in staple-based discoveries: ghee, oil, flour and turmeric, the things we had received once, they were protected by default.

This shows a major cultural change. We are not only worried about what we consume, we are actively examining it.

Not everyone seems thrilled, though

Asked if they had to face any pushback from companies whose products were marked, it is what Ravi Putravu says: “Some brands see Truthin as a platform to show their clean-labeled products and arrive to onboard their products. Others call us sometimes to provide explanation, we are transparent and we call us. Share the base for. “

“A lot of time and research has gone to develop the truth rating system. It is patenting, and now we are opening it so that experts and researchers can review it, challenge and help to improve it further,” they say.

He reiterates that his final aim is to help consumers to make informed options.

“We are not particularly against any brand, we are pro -consumers. We want to work with all that they clarify the information and drive better transparency across the board.”

So, what’s next?

Both platforms are going beyond food. Truthin is already a beta-tested label analysis in beauty and personal care, with filters that easily decod the parabens and pH levels as sodium and sugar.

Pink Tiger is ready for retail visibility, think of dedicated shelves in stores that demonstrate verified products with their signature stamps. Like Sipora’s “Clean in Sepora”, but made for Indian homes.

And at a time when “label-conscious” risk being another fleeting tendency, both of these habit are betting on the overheep.

Because, as Ravi says, “We are creating an X-ray for consumer products.” And now, India’s pantry can use one.