Preeti Jain on Why Purity Is Entering Its Proof Era: “Natural” and “100% Pure” Are No Longer Enough

For years, words such as “natural,” “pure” and “cold-pressed” have carried enormous weight in India’s wellness market. They reassure consumers, justify premiums and help products stand out. But that language is being questioned more closely.

In May 2025, the Food Safety and Standards Authority of India advised food businesses to avoid “100%” claims on labels and promotions, warning that such wording may create a false impression of absolute purity or superiority. The message is clear: trust can no longer rest on a claim alone.

For Preeti Jain, founder of Vintage Aroma and creator of Vishudh, this shift is overdue. Jain has spent more than 15 years working with cold-pressed seed and nut oils across beauty, wellness, nutraceutical and food applications. Her perspective comes from manufacturing rather than marketing. Her journey began with a cold-press machine installed in a small room in 2008 and developed into a B2B and export-led business serving Indian and international markets.

The Difference Between a Claim and a Process

The problem with purity language is not that the word “pure” has no value. It is that consumers are often asked to trust the conclusion without seeing the process behind it.

For an oil manufacturer, quality begins long before a bottle reaches a shelf. Sourcing, seed quality, cleaning, pressing, handling, storage, batch consistency and documentation can all influence the final ingredient. A label can communicate a promise, but it cannot replace the systems that support it.

That matters in categories such as cold-pressed oils and carrier oils, where an ingredient may become part of food, skincare, wellness formulations or professional treatments. Different applications require different specifications and responsible claims. Calling every oil “natural” or “premium” tells a buyer very little about whether it is right for the intended use.

Consumers are also becoming more demanding. Recent beauty and wellness research in India points toward greater interest in ingredient transparency, scientific clarity and evidence-backed efficacy rather than blind trust in natural claims.

What Should “Proof of Purity” Mean?

The next phase of wellness needs a more useful vocabulary. Instead of relying on absolute language, brands need to explain what they actually do.

For manufacturers and ingredient suppliers, greater transparency can mean clearly communicating sourcing, pressing or extraction processes, testing where applicable, batch controls, traceability, storage practices and documentation. For consumer brands, it means making claims that are specific, understandable and capable of substantiation.

This also aligns with the broader expectation that advertising claims should not mislead through ambiguity, exaggeration or omission.

Jain’s philosophy follows the same principle: purity is not created by adding a stronger adjective to a label. It is protected through decisions made throughout the process.

[FOUNDER APPROVAL REQUIRED] “For me, purity should never be something a brand simply asks a customer to believe. If we call an ingredient pure, we should be able to explain the process, the checks and the choices behind that word,” says Preeti Jain.

Why This Matters for Wellness Brands

There is a commercial reason to take this seriously. As beauty and wellness categories become more sophisticated, consumers and B2B buyers have greater access to ingredient information, formulation education and competing suppliers.

For B2B buyers, the questions are becoming sharper: Is quality repeatable? Is the ingredient suitable for the intended formulation? What documentation is available? What does the pressing process involve? How is a batch handled after production? What exactly does the supplier mean when it says “pure”?

That is where manufacturers can move from invisible vendors to credible knowledge partners.

The Future Belongs to Explainable Purity

The wellness industry does not need more dramatic promises. It needs more explainable ones.

For Preeti Jain, the opportunity is bigger than promoting a particular oil. It is about helping brands and consumers develop better judgement around ingredients. As “natural,” “clean” and “pure” face greater scrutiny, businesses that earn trust will be those willing to show the work behind the words.

In the proof era, purity will not disappear from the label. But the label will increasingly have to earn it.