Are you fuelling your body with poison on a daily basis?

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If you, as a consumer, want to purchase fake or fraud of one kind or another, should the government guarantee your right to do so? More than that, is the Government obligated to prosecute one who, knowing of your propensity for fraud, tricks you into buying genuine in place of buying the fake?

These questions were raised in 1972 by Dick Beeler, Editor of Animal Health and Nutrition, who was concerned about laws being adopted to certify “organic” foods. The term “organic foods” refers to methods used to produce the foods rather than to characteristics of the food themselves.

In a classic study, UC Berkeley biochemist Bruce Ames and his colleagues found that “99.99 percent (by weight) of the pesticides in the American diet are chemicals that plants produce to defend themselves.” Moreover, “natural and synthetic chemicals are equally likely to be positive in animal cancer tests.” We can definitely imagine the condition in India as well. Thus, consumers who buy organic to avoid pesticide exposure are focusing their attention on just one-hundredth of 1% of the pesticides they consume.

We gave a $6.2 billion market for personal care and $6.87 billion market for clothing industry alone, and food takes the 43% of overall market which is estimated as $30 billion. FMCG (Fast Moving Consumer Goods) is the fourth largest sector in Indian Economy. Now truth is, there are more than 62,000 chemicals used in our day-to-day life in essential articles, food, clothes, personal care and household items etc and 700+ new chemicals are added every year.

Most of us do not realise our daily products like mouthwash, toothpaste, table salt, soap etc include harmful chemicals. Cosmetic and personal care products are also not devoid of this risk. Maximum sunscreen lotions have chemical filters like avobenzone, homosalate, octinoxate, octisalate etc, Paraben (A study conducted by Dr. S. Oishi in 2002 found that the Paraben butylparaben had a negative effect on male rat’s testosterone levels. The study also reveals that Paraben can mimic oestrogen is also a concern for women as oestrogen is said to play a part in the formation of breast cancer) is widely used in deodorants, shampoos, lotions, face cleanser etc, Phthalate like chemical substances are used in aromatic personal care products (e.g. – deodorants, hair sprays, hair gels and nail polishes). It will be just an exaggeration to discuss how our food, beverage and clothing industry products are loaded with chemicals and toxic elements.

If you are reading this article, your first reaction would be – why would government allow to do so? This issue is highly political. Taking advantages of this situation, organic manufacturers are upholding their organic and natural products as premium products in the market. Having disposable income and increasing awareness have created a demand for organic food and personal care and organic clothing. In current scenario demand and supply are not calibrated. As a result, we find most of the genuine organic and natural products are costlier than regular products. According to ‘Business Today’ Magazine, the reasons are…

Less farmers have training about organic food and the production
Processing and production cost is higher as the process is not traditional
Inventory holding cost is more as no chemical preservative is used
Logistics, distribution and packaging cost is higher as produced volumes are lower

Whether we accept it, or not; we want it, or not; every moment we are fuelling our body with poison in daily basis. By now we all have realised this cannot be a sustainable approach. There must be an end to this. One of the result of all those we have documented in one of our previous article named “A toxic lifestyle”. We should ask ourselves what kind of world, we are leaving behind for our next generation?

Earthen Living was formed and incorporated to solve this problem to the possible extent. We have an exclusive organic “closed” marketplace www.EarthenStore.com where you can find all daily necessary products that are organic, natural, chemical free and Eco-friendly. Why we said “CLOSED marketplace”, unlike other online marketplace we do not allow more than 4 manufacturers to sell a same product, which keeps us motivated to choose the best of best organic products for you. Secondly we do not allow anyone of our partners and sellers to have access to information base. This results to a quality and genuine information about the products. This process also helps us to avoid nonsense product offering in our online store. This is not an easy job. However this gives us confidence to offer our beloved customers to provide the right products.