The clinical system reacts with concern when a ten year old is treated for hypertension once considered an adult condition, or when a child is diagnosed with pre diabetes at age nine. Yet the factors driving these outcomes, including the food environment, the marketing ecosystem, and persistent policy gaps, have been visible for years, even decades.
Within a single generation, the shift has been profound. For the first time worldwide, obesity among school-age children has surpassed undernutrition, affecting about 188 million children, according to a recent UNICEF report. Nearly one in ten children now lives with obesity, a condition closely linked to type 2 diabetes, hypertension, cardiovascular disease, and metabolic syndrome, reports UNICEF. Illnesses once seen largely in adults are increasingly being diagnosed in children.
India sits at the sharpest edge of this curve. The Lancet has identified India as having the fastest-growing ultra-processed food (UPF) sales in the world, a trend directly correlated with surging obesity and diabetes rates.
The Business Behind Ultra-Processed Foods
Ultra-processed foods do not enter children’s lives by accident. They arrive through deliberate commercial architecture: marketing that targets children specifically, school canteens stocked with products engineered for overconsumption, and retail environments that make unhealthy choices the cheap and convenient ones.
The food industry has been extraordinarily effective at shaping the default food environment for children, and public policy has, in most jurisdictions, been extraordinarily slow to counter it.
The cost of that slowness is being counted in long-term healthcare expenditure. The economic impact of overweight and obesity in India is projected to rise from $23 billion in 2019 to $479 billion by 2060, according to the World Obesity Atlas 2023 (Lobstein et al., World Obesity Federation). By 2030, an estimated 27 million Indian children will be living with obesity. India currently ranks 99th out of 183 countries in preparedness to address obesity, a ranking that reflects not a lack of awareness, but a failure of proportionate policy response.
What the Existing Framework Gets Wrong
India has introduced a number of initiatives with genuine nutritional intent including Eat Right India (2018), the Fit India Movement (2019), Mission Poshan 2.0 (2021), the Mid Day Meal Scheme, now known as PM POSHAN (originally launched in 1995 and revamped in 2021), and the Integrated Child Development Services scheme (1975), among others. These programmes matter. But they share a structural limitation, they are predominantly supply-side interventions focused on improving the nutritional quality of specific meals or settings, while leaving the broader food environment, the advertising, the labelling, the commercial presence in schools, are largely untouched.
Improving what a child eats at a government-run midday meal is valuable. Allowing that same child to be targeted by aggressive UPF marketing during every other waking hour negates a significant portion of that value. Policy coherence, aligning nutrition promotion with restrictions on commercial practices that actively undermine it, has been missing.