India's Chief Economic Advisor (CEA) V Anantha Nageswaran issued a stark warning on Thursday, stating that the rising consumption of junk food -- those high in saturated fats, sugar, and/or salt (HFSS) -- combined with excessive screen time, poses a serious threat to the nation's demographic dividend.

Speaking at the CII Annual General Meeting, Nageswaran urged the private sector to actively promote healthier lifestyles.

"We need to think seriously about what we are offering youth," the CEA emphasized, calling for a re-evaluation of products marketed to young people.

His comments come amidst a growing trend of celebrity endorsements for ultra-processed foods and a surge in non-communicable diseases (NCDs) such as obesity, diabetes, hypertension, and various cancers among children and adolescents.

The CEA stressed that “corporate social responsibility extends beyond just giving 2 percent of profits to CSR funds,” implying a deeper responsibility for companies in shaping public health.

The impact of advertising and screen time

A recent study by researchers from the University of Liverpool in the UK highlighted the direct link between junk food advertising and increased calorie consumption. The study found that just five minutes of exposure to junk food advertisements was enough to prompt children and adolescents (aged 7-15) to consume an average of 130 extra kilocalories per day, equivalent to two slices of bread, regardless of the media platform.

Beyond diet, excessive screen time is also a growing concern, negatively impacting mental and physical health, particularly in younger demographics, and contributing to the rise of NCDs.

Experts advocate for a lifestyle shift that includes avoiding junk and ultra-processed foods, limiting sugars and sugary beverages, and reducing high-fat and fried foods. Increasing physical activity, with at least 30 minutes daily, is crucial for maintaining a healthy life and a well-balanced, diverse diet.

Government's push for healthier lifestyles

These concerns echo earlier appeals from Prime Minister Narendra Modi, who has urged Indians to adopt healthier lifestyles and combat obesity. He has emphasized that maintaining personal fitness is a significant contribution to India's ambition of becoming a developed nation, or 'Viksit Bharat'.

The Prime Minister has also encouraged citizens to reduce oil consumption by 10 percent, a measure that can help create a calorie deficit, essential for weight management.