In a recent episode of the Morning Brief podcast, Saugata Gupta, the Managing Director and CEO of Marico Limited, discussed the increasing scrutiny that consumer brands face due to social media and health influencers. He pointed out that while some criticisms may be unwarranted, brands must focus on authentic manufacturing practices to build trust with consumers. Gupta proposed that the food and wellness industry could benefit from a regulatory framework similar to that established for financial influencers, which would help manage the relationship between brand reputation and consumer activism. This conversation underscores the evolving landscape of consumer expectations and the necessity for brands to adapt to maintain their credibility.