In today’s social media-driven world, our standards of beauty have changed drastically. The focus on well-toned bodies, six-pack abs, and the growing understanding of how diet affects overall health has sparked a boom in the supplement market in India. As people increasingly seek supplements to address perceived dietary gaps, a corresponding rise in the gray market for protein powders has emerged.
Earlier this year, a study published in the peer-reviewed journal Medicine revealed a startling fact: nearly 70 per cent of popular supplements sold in India contained incorrect protein information, and some also had harmful contaminants, including pesticide residue and fungal aflatoxins. These findings prompted the Food Safety and Standards Authority of India (FSSAI) to announce tighter regulations on protein supplements , as reported by ET in June. “There are many protein products on the market that are more harmful than beneficial,” an FSSAI official told ET in June.
Himmat Jain, co-founder and director of AS-IT-IS Nutrition, told ET Online that “strict regulations from FSSAI are crucial for maintaining consumer trust in the protein supplement market.” But will the new FSSAI regulations be effective in curbing false and misleading claims? Artificial Intelligence(AI) Java Programming with ChatGPT: Learn using Generative AI By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Artificial Intelligence(AI) Basics of Generative AI : Unveiling Tomorrow's Innovations By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Artificial Intelligence(AI) Generative AI for Dynamic Java Web Applications with ChatGPT By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Artificial Intelligence(AI) Mastering C++ Fundamentals with Generative AI: A Hands-On By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Artificial Intelligence(AI) Master in Python Language Quickly Using the ChatGPT Open AI By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Office Productivity Zero to Hero in Microsoft Excel: Complete Excel guide 2024 By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Astrology Vastu Shastra Course By - Sachenkumar Rai, Vastu Shashtri View Program Data Science SQL for Data Science along with Data Analytics and Data Visualization By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Web Development A Comprehensive ASP.NET Core MVC 6 Project Guide for 2024 By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Office Productivity Mastering Microsoft Office: Word, Excel, PowerPoint, and 365 By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Marketing Digital marketing - Wordpress Website Development By - Shraddha Somani, Digital Marketing Trainer, Consultant, Strategiest and Subject Matter expert View Program Web Development Mastering Full Stack Development: From Frontend to Backend Excellence By - Metla Sudha Sekhar, Developer and Lead Instructor View Program Finance Financial Literacy - TDS, Budget, Income Tax Act, GST, Indirect tax By - CA Rahul Gupta, CA with 10+ years of domain experience, trainer View Program Leadership Business Storytelling Masterclass By - Ameen Haque, Founder of Storywallahs View Program Future of Marketing & Branding Masterclass By - Dr.
David Aaker, Professor at Haas School of Business View Program HR & People Management Human Potential and the Future of Employment By - Lynda Gratton, Co-chair of the World Economic Forum Council on Work, Wages and Job Creation, Professor of Management Practice View Program Strategy ESG and Business Sustainability Strategy By - Vipul Arora, Partner, ESG & Climate Solutions at Sattva Consulting Author I Speaker I Thought Leader View Program Finance Financial Reporting and Analytics By - Dr. C.P.
Gupta, Professor: Department of Finance and Business Economics, University of Delhi View Program Marketing Performance Marketing for eCommerce Brands By - Zafer Mukeri, Founder- Inara Marketers View Program “FSSAI's regulations are poised to bring greater integrity to the supplement market. While no system is foolproof, this initiative by FSSAI sets a strong foundation for a more trustworthy market. By cracking down on false claims, the focus will shift back to delivering effective, science-backed nutrition.
Requiring brands to substantiate their claims will give consumers confidence that they are choosing products that prioritize authentic nutrition over marketing gimmicks,” Jain added. Similarly, Vijay Uttawar, MD and CEO of Naturell India (RiteBite Max Protein), told ET Online that FSSAI’s regulations are a necessary step to protect consumers and uphold industry integrity. These regulations are crucial for ensuring that protein supplements on the market are safe, accurately labeled, and free from harmful substances.
Also Read | Why the growing lure of protein supplements is worrying health experts India's whey protein market is slated to grow from $91.8 million in 2023 to $120.3 million by 2028, with a compound annual growth rate (CAGR) of 5.
5%, according to Mordor Intelligence. However, this surge has led to many unfair practices commonly used by some companies to sell or popularise their products. “The rapid growth of the dietary supplements market has unfortunately led some companies to resort to unethical practices .
Common unfair practices include using low-cost, low-quality ingredients or masking low potency with artificial additives. Some brands might cut corners with under-dosed ingredients or add fillers that dilute nutritional value. However, as consumers become more educated, they will increasingly favor brands that prioritize honesty, quality, and integrity,” Jain said.
There are common tests and checks already in place, which serve as anti-counterfeit safeguards. “To combat counterfeiting, traceability is key—ensuring that every ingredient in our products can be traced back to its source guarantees the integrity of our nutrition-focused supplements, providing customers with the confidence they need. It is crucial for companies to implement stringent quality control measures .
Regularly conducting heavy metal and microbial testing ensures product safety and quality. Secure and traceable supply chains, along with tamper-evident packaging and secure QR codes, can help verify product authenticity. These checks not only protect the brand’s reputation but also reassure consumers that they are getting the full nutritional value they paid for,” Jain said.
Meanwhile, echoing the same sentiments, Vijay Uttawar suggested that companies can take crucial steps to increase consumer awareness about counterfeit products . “To combat the issue of counterfeit products, the protein supplement industry can take several proactive steps to increase consumer awareness. Brands can provide clear information on their websites and packaging about how consumers can verify the authenticity of their products.
This could include details on security features like holograms, QR codes, or unique product identifiers that consumers can check online,” Uttawar said. “Companies can run educational campaigns across social media, e-commerce platforms, and traditional media to inform consumers about the risks of counterfeit products. These campaigns should emphasize the importance of buying from authorized retailers and the dangers of consuming fake supplements,” he added.
Uttawar also suggested that brands can collaborate with e-commerce sites to ensure that only verified sellers can list protein supplements. This could involve creating a “Verified Seller” badge or implementing stricter controls on who can sell these products online. “Brands should ensure that their packaging is clear, detailed, and includes all necessary information, such as ingredient lists and manufacturing details.
Educating consumers on how to spot discrepancies in labeling that might indicate a counterfeit product can also be effective,” he added. According to Uttawar, it is also imperative for brands to establish and promote channels where consumers can report suspicious products or sellers, as this feedback can help brands quickly identify and address counterfeit issues in the market. Meanwhile, Himmat Jain emphasized that “transparency is key—sharing detailed information about sourcing, manufacturing, and nutritional content builds trust.
” “Genuine brands have a responsibility to educate consumers about their products. Educational campaigns focusing on the nutritional benefits of each ingredient can help consumers make informed choices. Additionally, engaging with consumers through social media, offering transparency through detailed labels and third-party certifications, and providing excellent customer service can further build trust and loyalty, ensuring that consumers make informed and confident purchasing decisions,” he added.
(You can now subscribe to our Economic Times WhatsApp channel ).
