Author – Kavita Bhardwaj

Have you ever picked up a product just because it claimed to be ‘natural’, ‘eco-friendly’, or ‘100% organic’? You’re not alone. These green-sounding labels have become powerful selling tools among eco-conscious consumers. But how many of these claims are actually true? Are we falling for beautiful packaging and empty promises? Let’s unpack that.

There is a rising trend of ‘Greenwashing’ in India—where brands exaggerate their claims or fabricate their sustainability efforts—that deserves a closer look. Sadly, it’s everywhere in FMCG products—from toothpaste to honey, and from skincare to shampoo.

Some of these eco-friendly claims may not be entirely honest. FMCG brands make their products look environmentally responsible, even when their actions indicate otherwise. It is just marketing dressed in green, often hiding practices that are far from sustainable. Think about this: manufacturing a single pair of jeans can take around 3,700-7,000 liters of water, while the company claims it is organic cotton so it is eco-friendly! Are we being misled?

Let’s take a closer look at some well-known Indian FMCG brands that have built eco-friendly reputations — and examine whether those claims actually hold up.

Are indian brands fooling consumers with green labels?

In recent years, there’s been a massive shift in how people choose what they buy. From clothes to cosmetics, Indian consumers are looking for products that are “eco-friendly”, “natural”, or “sustainable”. Evidently, many brands are now utilizing this awareness not to become truly sustainable — but simply to look like they are. Products come wrapped in earthy tones or sealed with a fake “green” logo that looks official but means nothing.  Companies know most people don’t read the fine print — and they take full advantage of that trust.

Here are a few top Indian FMCG brands that have been accused of misleading consumers in the name of going green:

Patanjali: How ‘natural’ are these products really?

Patanjali’s rise was meteoric, thanks to its ‘Swadeshi’ and ‘Ayurvedic’ image. It tapped into people’s trust in traditional remedies and claims to offer chemical-free products. But over time, that image has taken some serious hits. In 2017, Patanjali’s amla juice was declared unfit by the West Bengal Public Health Lab. Then came controversies over its atta noodles, mustard oil, and even toothpaste. And the latest? In January 2025, FSSAI quietly ordered Patanjali to recall 4 tons of red chilli powder due to excessive pesticide residues. Not a word was heard publicly.

Then there was the ‘Coronil’ fiasco—a medical product marketed as a COVID cure, without any scientific backing. Courts intervened and fines were paid. Even the Indian Medical Association (IMA) accused Patanjali of misleading claims, calling it a “blatant lie” to market Coronil as WHO-certified—when the WHO made no such endorsement. So a brand rooted in Ayurveda that should be leading with trust, shocks consumers with blatant lies and unhealthy products.

• Zoobop rating: Patanjali- 1.2 – Very Poor (Indicates misinformation, recalls, lack of scientific backing)

Mamaearth: clean beauty or clever branding?

Mamaearth is the poster child for eco-conscious product marketing catering to millennials. Its soft pastels, chemical-free tags, the “we plant a tree with every order” message — is a masterclass in branding. However, when we peel back the label, we realise it is not squeaky clean!

An analysis by Beauty Wellness India found that several Mamaearth’s products contain propylene glycol and cetostearyl alcohol—safe in regulated doses, but misleading under the “no toxins” banner. Similarly, aquick scan of Mamaearth ingredients reveals phenoxy-ethanol, synthetic fragrances, and other non-natural additives. Not necessarily harmful — but definitely not “100% toxin-free”.  And the packaging? Entirely plastic. No public data, no third-party certification for their recycling claims. Even their social media campaigns, often influencer-driven, promote catchphrases like “no chemicals ever”, which is scientifically inaccurate — everything, even water, is a chemical. According to the Advertising Standards Council of India’s (ASCI) Annual Complaints Report (2023), Mamaearth’s brand owner Honasa had the highest number of advertising violations.

• Verdict: Mamaearth has built a strong brand, but the gap between marketing and science is pretty
• Zoobop rating: 3.3 – Fair (Mixed results: Safe in part, but still uses synthetics, lacks transparent ingredient sourcing)

Dabur: Ayurvedic legacy under the microscope

Dabur is a classic old-school brand trusted for its herbal products. But does that mean it’s truly green? Many of their personal care products—like hair oils and fairness creams—have ingredients such as parabens, synthetic colors, and artificial preservatives. These aren’t exactly what you expect from a natural brand.

And then there is the adulterated honey controversy. In 2020, a CSE investigation revealed that Dabur honey failed the Nuclear Magnetic Resonance test, indicating adulteration with sugar syrup. Dabur denied any wrongdoing, saying they passed Indian standards—but experts criticized these standards are pretty outdated. Meanwhile, their plastic-heavy packaging remains largely unrecyclable.

• Verdict: Dabur’s Ayurvedic roots run deep, but lack transparency in its sustainability
• Zoobop rating: 1.8/5 — flagged for toxic ingredients, unclear cruelty-free policy, and lack of certification.

MDH: ancient legacy taste, modern trouble?

MDH has long been a trusted name in Indian kitchens — its ads and packaging promise ‘purity’ and ‘tradition’. However, trust took a big hit in 2023 when several MDH spice blends were banned from exports after ethylene oxide, a cancer-linked chemical was detected in them. Despite global alerts, India’s FSSAI has stayed quiet, and MDH hasn’t released any transparent testing or sourcing data. With no clarity on their pesticide checks or supplier chains, Indian consumers are left to assume safety without proof.

Verdict: A legacy like MDH should lead with accountability, not hide behind nostalgia.

Saffola: heart-healthy claims vs. questionable evidence

Saffola marketed by Marico claims itself as India’s best heart-healthy oil. Its ads promise reduced oil absorption, antioxidant-rich formulas, and cholesterol control. Sounds good—but a closer look reveals inconsistencies and gaps.

ASCI fined Marico in 2018 for misleading ads claiming 28% less oil absorption in cooking due to its proprietary ‘Losorb’ technology. This claim was related to tests with puri dough only—not on a variety of fried foods like samosas or pakoras. ASCI’s Consumer Complaints Council deemed this misleading by omission. Earlier in 2014, another ad claimed Saffola Total had ‘2x antioxidant power’ and offered better cardiovascular protection than olive oil—again, without any supporting evidence. ASCI ruled the ad ambiguous, misleading, and unfairly denigrated olive oil. Further, a 2022 report by the Break Free From Plastic network lists Marico among India’s top plastic polluters, despite its marketing around health and sustainability.

Verdict: Saffola’s bold branding lacks any backing and the company isn’t transparent about its testing protocols.

Conclusion

Greenwashing is not always easy to spot, but is very much real. It’s subtle, well-packaged, and often hides behind emotionally charged language and beautiful branding. These Indian brands shape public perception with eco-friendly words and feel-good campaigns, but transparency remains weak across certifications, supply chains, and real-world results.

Eco-conscious consumers need to wake up to reality, since public awareness will always be the strongest force for change. In 2024, the Indian government released greenwashing guidelines, making it mandatory for companies to prove their sustainability claims.

• Look for verified third-party certifications like FSSAI, USDA Organic, GOTS, etc.
• Check traceability: Can the brand show where their raw materials originate from?
• Understand scale: Is the “green” effort a side project, or part of their main business?
• Be skeptical of vague cliaims without proof: ‘natural’, ‘eco-friendly,  ‘green’, ‘100% pure’