Warning labels, ad bans, and health taxes—India must act now to curb obesity and diabetes.
India is losing its battle against non-communicable diseases (NCDs). With 1 in 4 adults diabetic or prediabetic and over half of children showing metabolic markers of NCDs, the health and economic toll is devastating. It is like sitting on a ticking time-bomb. The Economic Survey 2024-25 finally acknowledges the role of ultra-processed food products (UPFs) in this crisis. But recognition alone isn’t enough—we need decisive action now.
A Crisis
Acknowledged
The Survey highlights that UPFs—laden with unhealthy additives, excess sugar, and refined grains—pose grave health risks, directly linking their consumption to 32 adverse health outcomes, including obesity, diabetes, cardiovascular disease, and mental health disorders.
UPFs—such as sugary cereals, chocolates, cookies, juices, instant noodles, chips, and soft drinks—are misleadingly marketed to people often with celebrity endorsements. This displaces nutrient-rich traditional diets. Their consumption in India has surged from 900 million in 2006 to 37.9 billion in 2019 according a WHO study, growing at 13.3% annually.
Despite the 2017 National Multisectoral Action Plan (NMAP) on NCDs aiming to halt obesity and diabetes by 2025, UPFs are more prevalent than ever. The Economic Survey’s warnings must translate into concrete policies.
PM Modi’s Call to Action: Diet, Exercise and Prevention
Prime Minister Narendra Modi has emphasized tackling obesity through lifestyle changes—better nutritious diets and physical activity. His call aligns with global evidence that real solutions lie in preventive measures, not expensive weight-loss drugs to treat obesity or diabetes.
Indian Pharma Must Not Hijack Modi’s Vision
The Indian government’s recent move to incentivize diabetes and obesity drug manufacturers by 2026 when the patent limits are over , raises serious concerns about the direction of public health policy. While Prime Minister Narendra Modi has emphasized the importance of diet and exercise in combating obesity, these incentives risk undermining that vision by shifting the focus toward pharmaceutical solutions rather than addressing the root causes of the crisis.
The rise in obesity and related metabolic disorders in India is closely linked to the growing consumption of ultra-processed foods (UPFs), high in sugar, salt, and unhealthy fats(HFSS). Instead of tackling the food environment that drives these health issues, the government appears to be prioritizing the expansion of the weight-loss drug market. This approach raises ethical and economic questions—should taxpayer money be used to promote pharmaceutical interventions or on policies that could prevent obesity in the first place?
The Indian pharmaceutical industry is on the brink of launching its own versions of GLP-1 receptor agonists, the widely discussed obesity drugs that have gained global traction. However, these medications are expensive, require long-term use, and do not address the fundamental dietary and lifestyle shifts needed to curb obesity rates. By incentivizing drug manufacturers, the government risks allowing the pharma industry to appropriate the Prime Minister’s vision for obesity prevention, turning a call for lifestyle change into a profit-driven medicalized solution.
If the government is truly committed to tackling obesity, it should focus on regulating advertising of ultra-processed food products or HFSS, implementing front-of-pack warning labels, and imposing higher taxes on sugary and unhealthy products. Spending money on strengthening nutrition education and promoting healthier dietary habits in schools should take precedence over pharmaceutical incentives that benefit corporations more than public health.
A balanced policy approach is needed—one that ensures that public health strategies do not get hijacked by commercial interests. If India wants to lead by example, it must align its incentives with long-term, sustainable health policies rather than short-term pharmaceutical gains and fix the target of halting obesity and diabetes by 2030.
Policy Roadmap: From Words to Action
1. Front-of-Pack Warning Labels: A No-Brainer
The Economic Survey calls for stringent front-of-pack labels (FOPL)—a proven strategy , which means it should be mandatory and contain a warning about High Sugar/Salt or Fat content upfront. This what Chile’s black octagonal labels cut sugary drink sales by 24%; Mexico saw a 12% drop in junk food consumption.
Yet, India’s Food Safety and Standards Authority (FSSAI) clings on to the flawed Indian Nutrition Rating (INR), which misleadingly assigns “health star ratings” to UPFs or HFSS, allowing chips and cookies to earn ‘2 or 3 stars’ by adding some nuts or fiber, despite high salt and sugar levels. Adding some nuts or seeds to junk food doesn’t erase its harm
India must adopt “High-in” warning labels (e.g., “High in Sugar/Salt/Fat”), based on strict WHO/NIN thresholds not industry-friendly compromises.
2. Ban UPF Ads Targeting Children
Industry self-regulation has failed as a 22-country study found. Moreover 70% of food advertisements during children’s TV hours promote UPFs.
India’s advertising rules remain subjective, allowing brands to target children and use celebrity endorsements. The way forward is a comprehensive Advertisement Law, banning UPF/HFSS advertisements on TV, digital platforms, print media and social media—as recommended by the NMAP and ratified by the Economic Survey.
3. Health Taxes: Make HFSS/UPFs Pay for Their Damage
UPFs externalize their costs onto public health systems. The Economic Survey suggests a health tax (higher GST) on UPFs , which is a critical move. Mexico’s 10% soda tax cut consumption by 12%; Denmark’s saturated fat tax reduced intake by 15%. India should classify UPFs under the 28% “sin tax” slab and use the revenue to subsidize fruits, vegetables, and healthy school meals.
4. Public Awareness: Shift Social Norms
While the Survey calls for consumer education on risks of UPFs, awareness alone won’t help if UPFs remain cheap and accessible. We need a national “Junk the Junk” campaign, UPF-free zones in schools, hospitals, cinemas and child care centres. Incentives may be provided to startups to make minimally processed snacks more affordable.
The Political Choice
The Economic Survey’s recommendations are a starting point, not a finish line. Implementing them means confronting powerful food lobbies that have stalled progress for years
Prime Minister Modi’s call to fight obesity through diet and exercise must not be hijacked by pharmaceutical interests pushing weight-loss drugs as the solution. Prevention—not medication—is the way forward.
The health of a generation is at stake. The time to act is now.
Dr Arun Gupta is a pediatrician, public health expert and convenor of the Nutrition Advocacy in Public Interest(NAPi). He is a former member of PM’s Council on India’s Nutrition Challenges.