“There isn’t any rule that mandates firms to promote merchandise with the identical specs in each market.” This remark from Mumbai-based meals scientist Gauri Chemburkar explains lots a few query that Indian customers are asking proper now — why do merchandise by world manufacturers that they purchase in India style and really feel completely different from their international counterparts?
Many aerated drinks style a lot sweeter in India. Vaseline, the petroleum jelly, offered in India has a special texture than the one within the US or the UK. Even shampoos and lotions from world client items firms, although less expensive in India, are additionally chemically completely different from these offered overseas beneath the identical branding.
You do not have to journey overseas to see the distinction. Stroll right into a high-end grocery store which shares imported merchandise, and evaluate the labels of the identical manufacturers offered in India with their imported counterparts. The variations could be hanging.
Social media is replete with accounts from consumers who had been shocked to find the merchandise that they had lengthy assumed had been equivalent to these offered overseas had been, the truth is, not simply formulated in a different way, however had been additionally of “decrease high quality”.
A current report by Reuters highlighted this distinction — Fanta, a smooth drink by The Coca-Cola Firm, offered within the UK accommodates considerably much less sugar than the one offered in India. The Indian model of Fanta additionally accommodates a synthetic colourant whose use in meals merchandise in Europe requires a outstanding well being warning.
Comparable variations have been flagged throughout classes, from goodies and cereals to prompt meals and even child formulation. Vitamin advocates have argued that Indian customers find yourself with formulations containing extra sugar, much less cocoa or milk, and completely different fat or components.
Talking to Reuters on Friday (August 28), Maharashtra Meals and Medication Administration Commissioner, Tukaram Mundhe, questioned the ethics of global food and beverage giants that promote merchandise with completely different dietary requirements in India and different international locations.
However it is not merely a matter of 1 nation’s product being “higher” than one other. Specialists India Right this moment Digital spoke to underlined that native laws, ingredient sourcing, manufacturing prices and client preferences form how a product is formulated.
India’s decrease buying energy is a crucial issue right here. A formulation that may command a better value in Western markets won’t be as simply reasonably priced to Indian customers.
Firms additionally need to maintain their very own prices in verify, and when an ingredient turns into too costly, producers search for cheaper substitutes that meet regulatory limits. Uncooked materials availability, manufacturing processes and client preferences, notably for private care merchandise, could be behind the variations in formulations.
In terms of meals and drinks, the nation’s meals regulator, the Meals Security and Requirements Authority of India (FSSAI), performs an vital position in figuring out what firms can put into merchandise which can be consumed by crores of individuals, and in addition how those products are presented to consumers.
This text offers with these two vital points: what goes right into a packaged product, and the way customers are knowledgeable about that by the manufacturers.
India Right this moment Digital reached out to FSSAI for its response on India’s dietary requirements and their enforcement, however didn’t obtain a response. We additionally reached out to Procter & Gamble, Unilever and Nestle with particular questions for this report, however acquired no response.
Whereas FSSAI units the security and labelling requirements that firms should meet, questions stay over how stringent India’s dietary requirements are in contrast with different markets, and the way these requirements are enforced.
Massive Meals, nonetheless, has fought again. At a tense March assembly, business executives challenged FSSAI’s proposed front-of-pack warning labels, arguing they’d confuse customers and do little to alter consuming habits, reported Reuters. The regulator finally backed away from vibrant warnings. A senior enterprise journalist overlaying meals and well being informed India Right this moment Digital that FSSAI officers are tough to succeed in on such questions as a result of they know they are going to be questioned about why the regulator permits such disparities in India.
Let’s have a more in-depth have a look at what drives the variations in product and labelling, and whether or not an merchandise that’s legally compliant in India can nonetheless be thought of inferior in high quality.
WHY DO FMCG PRODUCTS DIFFER ACROSS COUNTRIES?
The variations can stem from native sourcing, manufacturing practices, laws, prices and client alternative.
“Markets differ in terms of uncooked materials and sourcing,” stated Gauri Chemburkar, who has expertise of meals high quality, product growth, laboratory testing and quick-service eating places in each India and the UK.
She stated even primary substances can differ from one geography to a different. “The honey that you just get in temperate-zone international locations like India or Brazil is completely different from the honey out there in colder areas,” she defined.
World meals firms manufacturing merchandise in numerous international locations will usually supply substances regionally to decrease the associated fee. So, even earlier than the manufacturing stage, the economics of a selected market can start shaping a product’s formulation.
Chemburkar says as a result of regulatory necessities of nations concerning uncooked supplies differ, it isn’t at all times potential to supply in a single place and ship to a different nation.
For a multinational firm (MNC), due to this fact, making an equivalent formulation for each market just isn’t probably the most environment friendly or most sensible possibility.
THE CONSUMER PURCHASING POWER FACTOR
Economist Taniya Sah, an assistant professor at Vidyashilp College, Bengaluru, whose work focusses on worth chains and agricultural markets in growing international locations, defined how the economics of particular person markets play a vital position.
“Being the identical model doesn’t essentially imply that it will be the identical product,” Sah stated. Formulation variations can come up not solely resulting from regulation and client preferences, but additionally due to enter prices, availability of substances and the buying energy of customers in a rustic.
“If we’re speaking about good high quality, which normally interprets to a barely larger premium when it comes to value, then is that reasonably priced or not for folks coming from underdeveloped or growing international locations?” she stated.
The hole in buying energy between India and Western markets is stark. In 2025, India’s GDP per capita was about $2,700, in contrast with round $57,600 within the UK and $90,000 within the US, in response to World Financial institution knowledge.
That does not imply firms intentionally make merchandise inferior for poorer customers, nevertheless it does imply that the value a product can command is a crucial consideration when substances and specs are determined.
Chemburkar recalled that whereas working in Eire, even a well-recognized model corresponding to Cadbury might really feel significantly dearer relative to on a regular basis grocery spending. “I just like the mouthfeel of European high quality of Cadbury goodies, particularly those made in Switzerland,” she stated, including, “However I do not like the value of European goodies.”
In India, she stated, she might choose up a Cadbury bar with out pondering an excessive amount of about its impression on her pocket. In Eire, the upper value meant she was shopping for and consuming it much less.
The identical economics can work in reverse for producers. If an ingredient turns into too costly, firms can search for options.
“In each firm that I labored in, we at all times tried to match client expectations, but additionally maintain the prices in verify,” Chemburkar stated.
So, producers are always balancing the price of inputs with the value customers are prepared to pay.
CAN REGULATIONS CHANGE PRODUCT FORMULATION?
Sure. And the impact is critical.
Chemburkar recalled working in Eire, the place firms needed to consider measures corresponding to a sugar tax whereas growing merchandise for the market.
“Relying on the Brix of your product, the tax on it’s determined,” she stated. Brix measures the dissolved sugar content material of a liquid.
Firms, due to this fact, have a monetary incentive to formulate merchandise in a different way. “Even vitality drink firms attempt to maintain the Brix under that stage in Europe,” Chemburkar stated.
She additionally recalled working for a sauce firm the place the formulation was adjusted to keep away from added sugar. As a substitute, the corporate used fruits containing naturally occurring sugars.
So, a distinction in formulation can’t mechanically be interpreted as a deliberate distinction in high quality. An organization may alter a recipe due to taxes, ingredient availability, client style or regulatory necessities.
Taniya Sah additionally pointed to the position of political financial system and worldwide commerce in figuring out the provision of substances and the value. She used corn to elucidate that.
“The US is among the largest producers and customers of corn, a lot of which is processed into merchandise corresponding to corn syrup and different sweeteners utilized in drinks, desserts and packaged meals. Corn will also be diverted into different elements of the meals chain, together with animal feed. In India, the place home availability, import prices and commerce agreements can affect the value and provide of corn, the economics of sourcing and processing the commodity can consequently have an effect on the place and the way it’s used,” Sah stated.
DOES A DIFFERENT FORMULATION MEAN LOWER QUALITY?
Not essentially. That is maybe an important distinction. A product could be formulated in a different way with out being an inferior product.
“A chocolate bar with extra sugar, much less cocoa or a special fats can’t mechanically be labelled inferior,” Chemburkar stated.
She breaks meals high quality into three broad points.
“In terms of packaged meals by world client manufacturers, there are three completely different properties of a product that are essential,” she stated. “One is the food-safety facet, which at all times comes first. The second is the chemical composition — what producers specify and what customers see on the ingredient and diet labels. The third is sensory attraction: how a product tastes, smells and feels.”
The third facet is the place native preferences can matter enormously.
“Quite a lot of merchandise made overseas, that are low in salt or low in sugar, don’t style good from an Indian taste-palette standpoint,” Chemburkar stated.
Producers conduct market analysis to know these preferences. If customers count on a sweeter drink or a selected texture, firms have a business incentive to formulate the product accordingly.
Sah made an identical level, that MNCs are competing with firms which were growing merchandise particularly for Indian customers for many years, and these native manufacturers may have already got established provide chains, manufacturing networks and an understanding of native tastes.
“All these multinational manufacturers additionally need to take into thoughts all these components when they’re arising with a product,” Sah stated.
CONSUMER PREFERENCES MATTER BEYOND FOOD
The identical market-specific logic extends past meals into private care.
World manufacturers usually alter their formulations to satisfy native laws, local weather situations, client preferences, hair and pores and skin varieties, and the provision of substances in numerous markets.
Head & Shoulders shampoo by Procter & Gamble is an efficient instance. The anti-dandruff shampoo doesn’t have the identical formulation worldwide.
Within the US and a number of other different markets, its predominant energetic ingredient is usually pyrithione zinc. However the European Union banned zinc pyrithione in beauty merchandise in 2022 after regulators categorised it as a reproductive toxicant.
Consequently, Head & Shoulders merchandise offered within the EU use different anti-dandruff substances, corresponding to piroctone olamine.
The instance reveals how world manufacturers change even a well-recognized on a regular basis product to satisfy completely different laws and client wants in numerous markets.
The identical market-specific method will also be seen in one thing as subjective as perfume, the place manufacturers tailor scents to what customers in numerous international locations choose.
Bioderma, a French skincare model, and Cetaphil, an American skincare model, have a number of merchandise in Western markets which can be fragrance-free or have little noticeable scent. Vaseline, which originated within the US, additionally sells comparatively low-fragrance or fragrance-free variants in Western markets.
However in India, perfume could be an vital buy driver throughout magnificence and private care classes, in response to Mintel, a world market intelligence and analysis firm, in its India Perfume Developments in Magnificence and Private Care report.
So, customers may encounter lotions, face washes and moisturisers with extra noticeable perfume even when the model identify stays the identical.
This, too, doesn’t imply the Indian formulation is inferior. Perfume varieties a part of the sensory expertise of a product, and what customers count on from a moisturiser, face wash or cream can differ significantly throughout markets.
Trade apply displays this. Firms corresponding to Unilever have invested in native perfume innovation hubs in India exactly as a result of scent preferences, cultural associations and local weather situations can affect client alternative and product efficiency.
Equations change in meals and drinks as a result of the regulators have a direct say.
ROLE OF FOOD REGULATOR FSSAI IN WHAT WE EAT
The talk modifications when the query is not why a formulation is completely different, however what firms are legally allowed to place into meals offered in India.
FSSAI’s position is essential right here as a result of, not like a shampoo or lotion, meals is consumed straight and frequently by thousands and thousands. The regulator’s requirements decide, amongst different issues, what substances and components can be utilized, what security necessities firms should meet and what info have to be disclosed to customers.
Sah argues that India must look past meals security and pay larger consideration to dietary high quality.
“Traditionally, FSSAI has been enjoying an vital position in making certain that the meals gadgets or the substances that go into cooking should not contaminated or adulterated,” she stated. “However over time, we have to transfer from whether or not meals is just protected to eat to what’s the high quality of that meals we’re consuming.”
That distinction issues notably for ultra-processed meals (UPFs).
“Many merchandise may adjust to present laws whereas nonetheless contributing to poor dietary outcomes when consumed continuously,” stated Sah, pointing to the rising burden of weight problems and type-2 diabetes alongside dietary deficiencies.
Sah believes FSSAI must “up its sport”, notably on dietary requirements and enforcement.
She argued that the controversy usually locations an excessive amount of accountability on customers. “Merely printing ingredient lists and calorie info on the again of a package deal doesn’t essentially imply customers can simply perceive what they’re consuming,” Sah stated.
“The final tendency of firms, of the federal government, of FSSAI, of those regulatory our bodies is to place the blame on the customers,” she added.
Sachin Taparia, co-founder of LocalCircles, a community-based social media and governance platform, stated the organisation’s authentic submission of a survey in 2022 led FSSAI to start consultations on how Indian customers are knowledgeable about what they eat.
In response to Taparia, when FSSAI returned with a proposal in 2023 that favoured a star-rating system, LocalCircles pushed again, arguing for a extra direct warning system.
Taparia informed India Right this moment Digital that following the intervention of the courts, FSSAI has now proposed to maneuver in direction of purple labelling for meals excessive in fats, sugar and salt (HFSS). In a LocalCircles survey, 94% of customers stated such purple labels would assist them make extra knowledgeable meals selections.
Reuters journalist Aditya Kalra lately highlighted the distinction between the identical model’s method to meals labelling in numerous markets.
Many Maggi packets offered in Britain are made in India, but carry purple front-of-pack labels warning customers about their excessive salt content material. The labels are voluntary within the UK, and Nestle has used them on its packs since 2013.
In India, nonetheless, Nestle is a member of business teams which have opposed proposals for obligatory front-of-pack warning labels.
BIG FOOD GIANTS ON FSSAI’S RADAR, BUT INDUSTRY PUSHBACK PERSISTS
The FSSAI lately issued greater than 150 notices to meals firms, together with Nestle India, PepsiCo and Coca-Cola India, over alleged deceptive ads, false claims and labelling non-compliances. The regulator stated it had acted in opposition to a number of meals enterprise operators in current months for violating meals security legal guidelines. The broader checklist contains Abbott India, Crimson Bull India, Danone India, Monster Power India, Hell Power and Mondelez India.
FSSAI has clashed with main meals firms earlier than. In 2015, it ordered Nestle to recall all nine approved variants of Maggi noodles, calling them “unsafe and unsafe” for human consumption.
The motion reveals that FSSAI has, at the very least on paper, been prepared to tackle a few of the largest names within the meals and beverage business.
However its report additionally factors to the bounds of that authority. World and Indian meals giants have appreciable business stakes in India’s monumental client market, giving business lobbies sturdy incentives, and appreciable affect to push again when laws threaten established practices.
That pushback has been seen within the struggle over front-of-pack dietary warnings, the place business executives challenged FSSAI’s proposed method.
The regulator finally softened its place, elevating questions over whether or not an company tasked with defending customers has the institutional heft to resist sustained strain from the very firms it regulates.
SHOULD INDIA SIMPLY COPY WESTERN MARKETS?
Each consultants India Right this moment Digital spoke to cautioned in opposition to making that the aim.
Chemburkar’s argument is that India ought to cease asking why its merchandise don’t look precisely like these offered elsewhere and as an alternative ask whether or not Indian customers are getting the very best merchandise that may fairly be made utilizing India’s personal assets.
“If we have now good milk sources, why are we not in a position to get milk solids in our goodies and ice-cream?” she stated, pointing to frozen desserts which can be marketed as ice-cream options.
Sah stated India’s altering weight loss plan must be studied extra carefully. Authorities surveys have historically focussed closely on staples corresponding to wheat, rice and lentils, whereas consumption of merchandise corresponding to packaged snacks, prompt noodles and sugary drinks could be more durable to seize.
“Extra detailed dietary surveys might give policymakers a greater understanding of how continuously such merchandise are being consumed, notably in rural areas the place dietary habits are altering quickly,” Sah stated.
So, the variations in world FMCG merchandise should not merely about “cheaper” or “inferior” variations.
In private care, this will imply altering energetic substances, textures or fragrances to go well with a market. In meals and drinks, the stakes are larger as a result of these formulations are consumed by thousands and thousands. The actual query, due to this fact, just isn’t whether or not Indian merchandise match Western ones, however whether or not Indian customers are getting the very best merchandise potential, and sufficient info to make knowledgeable selections.
– Ends
