By Jaya Jumrani
At the inauguration of the 38th National Games in Dehradun and in a Mann Ki Baat broadcast, Prime Minister Narendra Modi urged citizens to adopt healthy lifestyles and reduce edible oil consumption by 10%. In response, the ministry of health and family welfare has launched an initiative to promote healthier eating habits by installing oil and sugar display boards in schools, offices, and public institutions. The ministry’s advisory also suggests printing health messages on all official stationery and publications and encouraging physical activity routines at workplaces as daily reminders to avoid obesity.
These efforts stem from India’s growing obesity epidemic and the rapidly rising burden of non-communicable diseases (NCDs) such as diabetes, hypertension, and other lifestyle-related conditions. By 2050, India is projected to have the world’s second-largest number of overweight or obese adults. The National Family Health Survey-5 estimates reveal rising overweight and obesity among those aged between 15 and 49 years. Overweight women in rural areas have increased from 6.2% in 2005-06 to 15.2% in 2019-21, while obesity rates among rural women and men have nearly trebled. Urban areas show even higher rates, with one in four adults being overweight (see graphic).
Affordability is key to healthy diets
The display board initiative is a step in the right direction for raising awareness about the obvious yet often overlooked negative health effects of invisible fats and sugars present in snacks. However, its effectiveness depends on the affordability of a balanced diet. The Food and Agriculture Organization’s The State of Food Security and Nutrition in the World Report 2025 says 40.4% Indians cannot afford a healthy diet. To improve public health by meeting nutrient requirements, the government should prioritise and focus on the three As—availability, access, and affordability of nutritious and healthy foods. Of these, affordability deserves most attention. A proper analysis of these elements requires an evaluation of food quality rather than quantity. To this end, regular monitoring and food quality audits in canteens and restaurants are good practices to enforce.
Policymakers are also debating how fiscal tools can help combat obesity. The Economic Survey 2024-25 recommends higher taxes on high-fat, salt, and sugar packaged foods, along with tighter market restrictions, especially on unhealthy foods that target children. Such interventions should extend to all demographic groups. Processed food consumption and sedentary lifestyles are no longer confined to cities but are spreading to rural areas. Also, India’s monthly household expenditure share for processed foods and beverages has been consistently rising in both rural and urban areas. Other than stressing the dangers of unhealthy foods, policies should also promote the benefits of eating healthy foods. Healthy snacks and beverages should be offered at public institutions. Another area deserving attention is unbranded and loosely sold food items. Such products often lack proper nutritional labelling and remain under-regulated, despite wide consumption.
Labelling for lasting change
Also, visual nudges may only trigger short-term emotional responses, not long-term dietary changes. Research shows such behavioural nudges do not work uniformly and are less effective in socioeconomically disadvantaged groups. Although India faces an urgent obesity and NCD crisis, it still lacks a strong regulatory framework for front-of-pack labelling (FOPL)—a decade after it was first proposed. The Food Safety and Standards Authority of India’s proposed health star rating system may have limited impact as it is susceptible to deception by the choice of selectively included ingredients. Clear, bold warning labels—with pictorial symbols and simplified nutritional information tailored to a diverse population—would be far more effective. Immediate attention must be given to implement FOPL regulations nationwide, particularly to curb the rising consumption of unbranded foods.
The time is ripe for India to have a transparent, equitable labelling regulatory framework that prioritises public health over commercial interests. To support regulatory efforts, dissemination of health information through official notifications, messaging services, and social media campaigns will be vital. These can empower people to make informed food choices and encourage long-term adoption of healthier lifestyles.
The writer is senior scientist, ICAR-National Institute of Agricultural Economics and Policy Research (ICAR-NIAP).
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