India’s sugar consumption story is tapering. Even as the country remains one of the world’s largest producers and consumers of sugar, per-capita intake of sugar has slowed perceptibly over the years. This is not the outcome of any sudden dietary revolution but the cumulative effect of a relentless anti-sugar narrative amplified by social media, fitness influencers, and a vocal ‘sugar-free’ lobby.
Recently, ChiniMandi spoke with industry veterans to understand the emerging sugar consumption patterns in the country. Prakash Naiknavre, Managing Director of the National Federation of Cooperative Sugar Factories (NFCSF), underlined that India’s per-capita sugar consumption growth has declined steadily, from about 4.1% in 2018 to nearly 2.1% in the current year. This deceleration, he said, is the outcome of the era where being “slim, trim and gym-fit” is projected as synonymous with demonising and eliminating sugar from the diet altogether.
The dominant messaging around sugar today is overwhelmingly negative, and sadly, its based it is not supported by any authentic medical or nutritional science. Instead, it is driven by sweeping generalisations and vested interests promoting alternatives.
A glaring fact will help us understand this better.
India’s per capita sugar consumption is 20 kg (as of 2022), which is lower than the global average. However, India faces a significant diabetes epidemic, with estimates from ICMR suggesting over 100 million people have diabetes, and another 136 million have prediabetes, making it a global hotspot. This shows the disconnection between the two. Clearly, there are several factors behind the growing cases of diabetes and other lifestyle diseases.
I feel the health myth regarding sugar is a lazy man’s narrative.
This lopsided messaging is shaping the behaviour of young consumers across urban and semi-urban India. Importantly, the trend is not regional. It is being observed across the country, which indicates a nationwide shift in perception and is not specific to any culture.
Another perspective comes from Atul Chaturvedi, Executive Director at Shree Renuka Sugar Mills Ltd, who points out that India’s consumption growth has not structurally collapsed but normalised.
Historically, the industry pencilled in annual consumption growth of around 0.5 million tonnes. In some years, this appeared higher because sugar exports to neighbouring countries such as Bangladesh were mistakenly counted as domestic consumption based on factory dispatch data.
In today’s more stable environment, Chaturvedi forecasts the sugar consumption in the current season on the strength of very low prices domestically may remain closer to 28.5 million tons or marginally lower on an approximate basis.
Both Naiknavre and Chaturvedi agree that sugar in itself is not the sole factor for lifestyle diseases in our country. Lack of movement or sedentary lifestyles and eating junk food or high-calorie meals play a far greater role in it. Putting all the blame on just sugar shifts the focus from other major factors, which is dangerous, since policy allocations for managing those disorders then do not become available.
Ironically, as policymakers and opinion leaders urge citizens to cut sugar intake, the industry grapples with stagnant minimum selling prices (MSP) amidst rising costs and surplus production. Higher output in the current year, as Chaturvedi states, has turned into a “bane” rather than a boon for mills.
What emerges clearly is the need for a two-pronged response: First, an immediate science- and facts-based communication campaign that counters misinformation linking diabetes and other lifestyle diseases directly to sugar, and second, educating people how to moderate sugar intake, rather than eliminate it. Doctors, nutritionists and credible institutions can help anchor this narrative, not social media sound bites.
Second, from an industry and policy standpoint, surplus management is critical. Greater diversion of sugar towards ethanol, consistent with NITI Aayog’s original ethanol blending roadmap, and calibrated exports can help stabilise prices and protect farmer and mill economics.
India’s sugar debate, therefore, is no longer just about consumption numbers. It is about perception, policy coherence and public communication. Unless myths are challenged with science and moderation replaces demonisation, the slim-trim-gym era may end up hurting not just sugar consumption but the broader sustainability of one of India’s most important agro-industries.
For further inquiries or to contact Uppal Shah, Editor-in-Chief, please send an email to Uppal@chinimandi.com.
