Shiv Kumar Padha
In Hindu mythology, purity encompasses physical, mental, and spiritual cleanliness, signifying a state of being free from impurities or contaminations. It is not just about physical cleanliness, but also about the purity of thoughts, emotions and intentions. It can be easily inferred from the meaning of purity as advocated in Hindu mythology pure means free from anything of a different, inferior, or contaminating kind; free from extraneous matter. Pure F&B, pure gold, pure water, pure ghee, pure milk, pure cotton, etc. synonyms immaculate unstained, unalloyed, un adulterated, unmixed, unmodified by an admixture.
In India the word “pure” is used as a powerful tool for the temptation of the consumers in trade and business. The word Pure conveys a sense of authenticity, quality and lack of adulteration, and highlights specific qualities like purity of ingredients. It is done to build trust, attract a specific target and enhance brand. In our country the articles are marketed with a brand of purity as indicated on the label the article is wrapped with. There are many fascinating brands of articles from food and beverages to the medicines and others sold as pure like pure milk, pure butter, pure honey, pure ghee, pure cooking oil, pure gold, pure jewelry, pure cotton, pure silk, pure wool and pure leather etc. Such types of business tactics are used only in those countries where selling the adulterated and impure articles unhesitatingly and brazenly is considered as no or an ordinary offence. Where there is no fear of any legal proceedings against the offenders involved in the manufacturing and marketing of adulterated and sub standard articles in the market having truck with the law enforcing agencies. Now a days The word “pure” is used in business to convey a sense of authenticity, quality and simplicity Word pure is used as a powerful marketing tool attracting customers who value these qualities.
The bountiful nature has been kind enough to bestow the living organisms in general and the human beings in particular with the natural gifts in their purest forms. The milk yielding animals give milk free from any kind of adulteration, the honey bee collects nectar from the flowers and gives the honey in its purest forms similarly the sheep yields pure wool , the farms produce cotton oilseeds , and other crops in pure form, the salts and the minerals used in the manufacturing of the medicines are available in the pure form in the nature, the fruit and the silk worms are rich in pure juice and silk yarns. The ingredients used in the manufacturing of medicines, liquor and wine are available abundantly in the pure forms in the nature. But the covetous human beings, in order to increase the profits decrease the quality of their products with cheap and sub standard adulterants.
It is only in India where the adulterated and synthetic milk and their products are sold openly and fearlessly In the market where many consumers die as a result of food poisoning and other complications every year, lakhs of the poor people lose their lives by consuming the cheap illicit liquor and spurious medicines abundantly available in the markets. The adulterated fruit juices, the spices, non edible dyes used in the food and beverages in the domestic and hotel restaurants prove dangerous as a result of their continuous and prolonged use in life. Majority of sub standard clothes sold as pure cotton and silk, the shoes labeled as made from pure leather are made from the synthetic and byproducts easily and cheaply available in the market.
Adulteration of food and other goods in India is widespread problem due to a combination of factors including the pursuit of profit, weak enforcement of regulations and lack of awareness among the consumers and even some businesses. This leads to a situation where adult ration is carried out openly and with little fear of immediate consequences. The primary motive is the desire for increased profit margins.
4Adulterating products with cheaper And harmful substances allows business to reduce costs and sell goods at lower price.
4High demand for certain products coupled with the limited supply creates an environment for adulteration.
4In order to increase the profit the manufacturers deliberately reduce the quality of food products by adding cheaper substitutes in comparison to the valuable ingredients.
Weakness in regulations and enforcement.
4Long legal procedures.
4Section 19(2)(a)(ii) providesnthat a vendor shall not be deemed to have committed an offence pertaining to the sake of any adulterated or misbranded article or food if he proves that he has purchased the article of food from any manufacturer, distributor or deals with a written warranty.
In India the Indian Panel code IPC prescribes punishments for food and drug adult ration. Specifically, Section 272 deals with adulterating food or drink, potentially adding to the punishment up to six months, a fine of up to one thousand rupees or both. Section 273 addresses the sale of noxious food or drink. Carrying similar penalties. Section274 focuses on adulterating drugs, also with a potential sentence of up to six months imprisonment or fine or both. But there are many hurdles in dealing and curbing the menace of adulteration in India.
Several factors hinder the efforts to curb the food adulterations in India. Including weak enforcement of food safety laws, lack of awareness among the consumers, dominance of of the informal food sector, inadequate infrastructure, lack of comprehensive national policies, inspector Raj and the profit motive behind the adulteration, inadequate penalties, limited consumers action, poor public consciousness,.
Every year lakh of people fall prey to the contaminated adulterated food articles illicit liquor spruce medicines and end their lives. If India is sincere to curb the menace of adulteration and eliminate it from the soil new and stringent laws are needed. The culprits can be only dealt with the iron band. A noose is to be tightened around those who are engaged in the business and production of the adulterated brands in the country with impunity.
(The writer is a social activist from Basohli)
