Clean Label Products are the ones made using as few ingredients as possible - ingredients that are easily recognizable by consumers, mostly healthy, natural & unprocessed. For e.g. foods with ingredients used at homes, no artificial ingredients or synthetic chemicals, no preservatives or stabilizers. It also includes cleaning, beauty & personal care products which are made without any harmful/ toxic chemicals, etc.

Firstly, all products listed here have been approved and certified by Government bodies like the FSSAI, the FDA, Ministry of Ayush, etc. And after that, we have our rigorous 7-stage filtering & selection process which keeps getting better with further inputs/ feedback we receive from our customers. We strive hard to earn your trust & would like you to ultimately believe this for all products listed on our website that “if it’s on The Wow Box then it’s gotta be trustworthy”. For now, we urge you to judge products individually instead of going by popularity of brands & in this context newcomers doing a great job also deserve a chance.

We’re not with or against any of the big FMCG companies, Indian or MNCs. We also don’t like to paint all with the same brush as the same brands may also have some products which aren’t really that unhealthy so it’s important for you to carefully check ingredients of each product before. We just want India to become a more conscious consumption society instead of blindly trusting big brands who then tend to take your trust for granted & believe they can get away with marketing gimmicks which underestimate consumer intelligence.

Our endeavour is to increase consumer awareness around to check ingredients & not fall for claims. For e.g. A popular food brand launched a range of cookies with “Ayurvedic herbs like Tulsi, Mulethi, Ginger” & marketed it as an immunity-booster against Covid but its ingredients were largely the bad actors - maida, sugar, refined palm oil, emulsifiers, etc while the Ayurvedic herbs were only 0.03% so they’re taking consumers for a ride. Consumers also need to understand how to interpret claims. For e.g. Many products claim that they’re trans-fat-free but here’s the catch - Manufacturers can list 0 g if the trans-fat content is under 0.5 g per serving. But, what if the total amount of product is 100 g? How much trans-fat are you ingesting then? It can still pose a health risk if you end up consuming the entire product, like a bag of chips.

The bad/ unhealthy ingredients are not lethal on single use so just like cigarettes they aren’t banned. However, regulators have tried to do some consumer education initiatives in the past & in 2019 the FSSAI even came up with a policy draft to make identification of unhealthy products simple (see https://www.hindustantimes.com/india-news/fssai-mandates-colour-coded-labels-on-items/story-DMjzu8cmCLhlSAdcAgWufM.html) via red or yellow colour labels along with printing of ingredients on the front but the powerful corporate lobby got this proposal stalled. Ultimately the power rests with you, the consumer & we urge you to give a chance to the deserving ones.

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You can mail us at support@thewowbox.com

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