The Authentication Solution Providers’ Association (ASPA) spotlighted smart packaging and consumer awareness as key solutions to rising FMCG counterfeits at TAF Connect 2026. The session, titled “Securing Everyday Essentials: Combating FMCG Counterfeits with Smart Packaging,” featured Bhushan Namdeorao Yengade, Vice President of CPRTTF and Founder of Binder Technology Consultancy, as a leading voice emphasizing the role of consumer behavior and awareness gaps in driving the issue.

Moderated by Ramu Ramanathan, Editor of PrintWeek and WhatPackaging?, the discussion highlighted how counterfeit FMCG goods are no longer confined to informal markets but are entering organized retail channels, making detection more complex and widespread.

Calls out demand-side challenges and awareness gaps

Yengade emphasized that consumer behavior plays a significant role in sustaining the counterfeit market. Drawing from food industry market research, he highlighted a concerning trend among Gen Z consumers. “A section of younger buyers knowingly opts for counterfeit goods due to affordability or low perceived risk. This creates a demand-side challenge the industry must address,” he said.

He stressed that while companies are investing in advanced anti-counterfeiting technologies, their effectiveness is limited without adequate consumer awareness. “Bridging the gap between technology and user understanding is critical. If authentication tools are not easy to use or understood, they will not deliver results,” he explained.

Yengade added that Gen Z consumers are increasingly attentive to nutritional information such as protein and fibre content, presenting an opportunity to integrate authentication features into commonly read packaging elements.

However, he underscored that technology alone is not enough. “Collaboration is essential. Brands, regulators, technology providers, and retailers must work together to build a unified framework for traceability and accountability,” he said, citing FSSAI’s Food Safety Compliance System ‘Food Recall’ functionality as a step forward.

Calling for stronger policy enforcement, he added, “Without robust legal frameworks and effective implementation, even the best technologies will fall short.” He also referenced Maharashtra’s Maha Agri-AI Policy. He also noted his role in training Maharashtra government Agricultural Officers.

Emphasize technology, security layers, and supply chain ownership

Neeraj Singh, Director at ABD Maestro, highlighted the increasing sophistication of counterfeiters, noting that advanced technologies enable near-perfect replication of packaging. He warned that many operations are organized and cross-border, exploiting regulatory gaps.

Singh emphasized proactive strategies and multi-layered security features in packaging to stay ahead of threats. He also highlighted his Gen Z targeted product during the session.

Swapnil Bhardwaj, Head of Site Quality and Regulatory Affairs at Tata Consumer Products, said investments in anti-counterfeiting technologies must be complemented by consumer education. “End-to-end visibility across the supply chain is essential. Companies must take ownership to ensure product authenticity and maintain consumer trust,” he said.

A unified industry approach needed

The discussion concluded that tackling FMCG counterfeits requires a multi-dimensional approach combining technology, awareness, collaboration, and regulation.

Ramanathan urged brands to simplify authentication processes and invest in awareness campaigns targeting younger consumers. The session reinforced a key message: while smart packaging is a powerful defense, its success depends on informed consumers and coordinated industry action.