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HEALTH & WELLNESS NOVEMBER 06, 2026 | The Indian Eye 41

Six Ancient Ayurvedic Remedies Return CCPA Fines Britannia

for Misleading
to the Spotlight in Women’s Wellness ‘100% Whole Wheat’

ix traditional Ayurvedic rem- Bread Claim
edies and practices, including
Sshatavari, ashwagandha, tripha- he Central Consumer Protec-
la, punarnava, turmeric and abhyan- tion Authority (CCPA) has
ga, are gaining renewed attention in Timposed a fine of ₹1 lakh on
women’s wellness as concerns over Britannia Industries for allegedly
stress, poor sleep, digestive discom- misleading consumers by advertising
fort and low energy drive interest in its bread as “100% Whole Wheat”
holistic approaches to health. when wheat flour (atta) accounted
The resurgence reflects a shift for only 62% of the product, accord-
towards addressing overall well-be- ing to media reports.
ing rather than focusing on individ- The authority has also directed
ual symptoms. Ayurveda, India’s the company to withdraw the ad-
traditional system of medicine, em- vertisement across print, electronic
phasises the relationship between and social media platforms within 15
sleep, digestion, stress, metabolism days, citing concerns over misleading
and hormonal health. representations and consumer rights.
Shatavari, traditionally associat- The action highlights the grow-
ed with women’s health, is being ex- ing regulatory scrutiny of food ad-
plored in conversations around men- potential anti-inflammatory proper- sistent stress, factors that can affect vertisements and product labels
struation, menopause and healthy ties. physical and mental well-being. that may influence consumers’ pur-
ageing. Ashwagandha, meanwhile, Abhyanga, the Ayurvedic prac- Health experts caution that chasing decisions, particularly when
has attracted interest for its potential tice of massaging the body with warm traditional remedies should not be claims relate to nutritional content
role in managing stress and support- oil, is also receiving attention as a viewed as quick fixes or substitutes and healthier food choices.
ing sleep, although further research relaxation ritual. A small pilot study for medical treatment. Herbal sup- According to reports, the CCPA
is needed to establish its effective- cited in the report found improve- plements may also interact with med- found that the “100% Whole Wheat”
ness for specific conditions. ments in perceived stress and sleep ications or be unsuitable for certain claim did not accurately reflect the
Triphala, a traditional combi- disturbances following daily massage individuals. composition of the bread. The dis-
nation of amalaki, bibhitaki and over 15 days. However, the findings The broader focus, therefore, crepancy between the advertised de-
haritaki, has long been used to sup- are preliminary and require further is on combining traditional wellness scription and the proportion of whole-
port digestion and bowel regularity. investigation. practices with balanced nutrition, wheat flour in the product formed
Punarnava is traditionally associated The renewed interest comes as regular physical activity, adequate the basis of the authority’s action.
with fluid balance and elimination, modern lifestyles increasingly involve sleep and evidence-based medi- The case raises questions about
while turmeric has gained promi- prolonged screen exposure, irregular cal care to support women’s health how food companies communicate
nence for its curcumin content and meals, inadequate sleep and per- across different stages of life. ingredient composition and nutri-
tional benefits to consumers. Claims
such as “whole wheat” can influence
Animal Therapy Finds a Place in India’s purchasing decisions among people
seeking products perceived as health-
ier alternatives to refined-flour foods.
Wellness Retreats company’s argument that the “100%”
The CCPA’s order, rejected the
claim referred only to the flour com-
ellness retreats across India As per experts, interacting with guests can feed and gently pet Pun- ponent, rather than the finished prod-
are increasingly incorporat- animals can provide non-judgmen- ganur cows. The activity is designed to uct. The authority held that consumers
Wing animal interactions into tal companionship, reduce feelings help visitors slow down and feel more could reasonably interpret the word-
their programmes, offering guests of loneliness and help people shift connected to their surroundings. ing as meaning that the bread con-
opportunities to feed cows, groom their attention away from repetitive Experts caution that simply pet- sisted entirely of whole-wheat flour.
horses and spend time with animals thoughts. Such interactions may en- ting or feeding an animal should The regulator also referred to
as a way to relax, reduce stress and courage relaxation and make people not be labelled therapy. Genuine food labelling requirements prescrib-
reconnect with nature. feel more present. animal-assisted therapy requires ing a minimum whole-wheat flour
The trend is gaining attention The positive interactions with qualified professionals, suitable and content of 75% for products mar-
as wellness destinations look beyond animals may influence brain chemi- trained animals, clear treatment keted as “Whole Wheat Bread”. The
conventional treatments to create cals associated with mood and stress objectives and proper welfare stan- bread’s declared wheat flour content
calming experiences. However, ex- regulation. The benefits, however, dards. of 62% fell below this threshold.
perts distinguish between recreation- can vary depending on an individ- As animal-based experiences The action reinforces the impor-
al activities involving animals and an- ual’s comfort level and response to become part of India’s wellness tour- tance of transparent food labelling
imal-assisted therapy, which requires animals. ism landscape, responsible practices and accurate advertising, particularly
trained professionals, defined thera- Among the destinations incorpo- will remain essential to ensuring the as consumers increasingly examine
peutic goals and appropriate safety rating animal interactions is Swastik comfort and safety of both visitors ingredient lists and nutritional claims
measures. Wellbeing Sanctuary in Pune, where and animals. while selecting packaged foods.

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