Same brand, different product: Why global brands taste, smell and feel different in India

The same global brand can taste sweeter, feel different or contain different ingredients in India compared with products sold in Western markets.

The differences are driven by local regulations, ingredient availability, production costs, purchasing power, climate and consumer preferences.

Why the same global brand can be different in India

A global brand name does not necessarily mean an identical product in every country. Companies often develop market-specific formulations based on local regulations, available ingredients, manufacturing costs and what consumers expect from a product.

Food scientist Gauri Chemburkar said there is no general requirement for companies to sell products with identical specifications in every market. This means a product carrying the same branding can legally have a different ingredient composition, taste, texture or fragrance depending on where it is sold.

The differences can be seen across soft drinks, chocolates, packaged foods, shampoos, skincare products and other fast-moving consumer goods.

Fanta can taste different in India and the UK

One of the examples highlighted in recent comparisons is Fanta.

The Fanta sold in the UK contains considerably less sugar than the version sold in India, according to a Reuters comparison cited in the report. The Indian formulation also contains an artificial colourant whose use in European food products requires a prominent health warning.

Such differences do not necessarily mean that one product is unsafe or that the other is automatically superior. Companies formulate products according to the regulatory and commercial requirements of each market.

Purchasing power influences formulations

Price is one of the major factors behind product differences.

Economist Taniya Sah explained that the same brand does not necessarily mean the same product because input costs, ingredient availability and consumer purchasing power vary between countries.

India's per-capita income is significantly lower than that of countries such as the UK and the US. This affects the price that consumers can generally afford for everyday products.

Manufacturers therefore have to balance ingredient costs with the price at which a product can be sold. If a particular ingredient becomes expensive or difficult to source locally, companies may consider alternatives that comply with local regulations.

This does not automatically mean companies deliberately sell an inferior product in India. Instead, the formulation may reflect the economics of the market.

Local ingredients can change the final product

Raw materials themselves can vary from country to country.

Chemburkar pointed out that even basic ingredients such as honey can have different characteristics depending on where they are produced. Companies manufacturing products locally may therefore source ingredients from domestic suppliers rather than importing identical raw materials used elsewhere.

Local sourcing can reduce costs and simplify supply chains, but it can also affect the final taste, texture and performance of a product.

Consumer tastes also matter

Indian consumers may have different expectations from consumers in other markets.

Chemburkar said products that are lower in salt or sugar may not necessarily appeal to Indian consumers accustomed to stronger flavours. Companies conduct market research to understand these preferences and adjust products accordingly.

This is particularly relevant to beverages and packaged foods, where sweetness, spice, salt and texture can strongly influence purchasing decisions.

The same principle applies to personal care products, where consumers may have different preferences for fragrance, texture and product feel.

Vaseline and personal care products

Differences are not limited to food and beverages.

Vaseline petroleum jelly sold in India can have a different texture and packaging from versions sold in markets such as the US or UK. Shampoos, lotions and other personal care products can also have different formulations.

Companies may modify personal care products based on local regulations, climate, consumer preferences, skin and hair needs and the availability of ingredients.

Fragrance is another important factor. In India, fragrance can be a significant consideration when consumers purchase beauty and personal care products. This can lead brands to develop products with more noticeable scents than some comparable products sold in Western markets.

Head & Shoulders uses different ingredients in different markets

Head & Shoulders provides a clear example of how regulation can influence formulation.

Its anti-dandruff products do not have the same active ingredients in every country. Pyrithione zinc has traditionally been used in the US and several other markets, while the European Union banned zinc pyrithione in cosmetic products in 2022 after classifying it as a reproductive toxicant.

Head & Shoulders products sold in the EU therefore use alternative anti-dandruff ingredients, including piroctone olamine.

This shows that differences between countries can sometimes arise because companies have to comply with different regulatory frameworks.

Does a different formulation mean lower quality?

Not necessarily.

A product containing different quantities of sugar, cocoa, milk solids, fats or other ingredients cannot automatically be described as inferior.

Chemburkar identified three important dimensions when assessing packaged food: food safety, chemical composition and sensory appeal.

Food safety concerns whether the product is safe to consume. Chemical composition relates to what is actually contained in the product and disclosed through ingredient and nutrition information. Sensory appeal covers characteristics such as taste, smell and texture.

A product can therefore be safe and legally compliant while still tasting or feeling different from its counterpart in another country.

Why regulations matter

Regulations are another major reason formulations vary.

Food companies must comply with the requirements of the market in which their products are sold. In India, the Food Safety and Standards Authority of India (FSSAI) regulates food safety and labelling requirements.

Other countries have their own regulatory systems, and these can differ substantially.

Tax policies can also affect formulation. Chemburkar cited sugar taxes in some European markets, where the amount of sugar in a beverage can affect the tax applicable to it. This can give manufacturers a financial incentive to reformulate products.

Consequently, a different recipe may be the result of regulation or taxation rather than an attempt to reduce quality.

The FSSAI and India's nutrition debate

The debate becomes more complicated when the issue is not simply whether a product is different, but whether Indian consumers are receiving enough information about its nutritional characteristics.

FSSAI sets safety and labelling standards for packaged food sold in India. However, experts quoted in the report argue that the focus needs to extend beyond whether food is safe to consume and towards its broader nutritional quality.

This issue is particularly relevant to ultra-processed foods, which can comply with existing regulations while still contributing to poor dietary outcomes when consumed frequently.

Questions have also been raised about how easily consumers can understand information printed on the back of packages.

Front-of-pack warning labels

Food labelling has become an important area of disagreement between regulators and the food industry.

Industry groups have pushed back against proposed front-of-pack warning systems, while consumer groups have argued that prominent warnings could make it easier for people to identify foods high in fat, sugar and salt.

The debate highlights an important distinction between providing information and making that information easy for consumers to understand at the point of purchase.

Maggi illustrates the labelling difference

Maggi offers another example of how the same brand can be presented differently in different markets.

Maggi packets sold in Britain can carry front-of-pack traffic-light information, including warnings about high salt levels. The labels are voluntary in the UK.

In India, the debate over mandatory front-of-pack warning labels has taken a different path, with food industry groups opposing some proposed measures.

The difference is therefore not necessarily about the product alone. The way nutritional information is presented to consumers can also vary between countries.

Why India does not simply copy Western formulations

Experts caution against assuming that products sold in Western markets should automatically become the benchmark for India.

India has different agricultural resources, supply chains, consumer preferences, income levels, climatic conditions and regulatory requirements.

The more relevant question is whether products sold in India are safe, appropriately regulated, nutritionally transparent and good value for consumers.

Chemburkar also argued that India should examine whether locally available resources can be used to improve the quality of products rather than simply trying to replicate foreign formulations.

What consumers should check

Instead of relying only on the brand name, consumers can compare the ingredient list, nutrition information, serving size and product formulation when buying imported and locally manufactured versions of the same brand.

A different formulation is not automatically evidence of lower quality. However, differences in sugar, salt, fats, additives or other ingredients can affect the nutritional profile of a product.

Understanding the label therefore gives consumers a clearer picture of what they are actually buying.

Analysis

The debate over global brands in India is ultimately about more than taste.

The differences arise from a combination of economics, regulation, sourcing, climate and consumer behaviour. Companies need to produce goods at prices that consumers can afford, while also complying with India's regulatory requirements and competing with domestic brands that have long catered to local preferences.

For food products, however, the issue carries greater public-health significance because differences in sugar, salt, fats and other ingredients can influence dietary quality when such products are consumed regularly.

The key distinction is between different and inferior. A different formulation can be completely legitimate and safe. The more important questions for Indian consumers are whether the formulation meets safety standards, whether its nutritional characteristics are clearly disclosed and whether regulations provide adequate protection.