The urban population in India has cut down on literally everything from their diet especially sugar, ghee, oil, carbs. Little do they know that it comes as a package: A slow cut down of nutrients, vitamins, essential minerals. Even hair, skin tone and energy level! Ask them what motivated them to do so and the obvious reply would be “To keep fit” Of course eating idli and chutney, poha or paratha does not sound half as cool as eating salads, soup or oats. Packaged, readymade food have all been advertised as healthy. They have been marketed under various brand names. It is but of course a gimmick. One season the aisles of supermarkets will be filled with packets of wheat based cereal. The next season it would be gluten free followed by super nutritious sugar free cereal. A consumer who has been dying to lose some weight gets confused.