Through the Reader lens — India's food regulator, the Food Safety and Standards Authority of India (FSSAI), has initiated enforcement actions against several alcoholic beverage manufacturers for using non-permitted artificial flavourings and misleading labels. Inspections found that some producers were adding rum or whisky flavour to other spirits, leading the FSSAI to prohibit the sale of several whisky and rum brands and issue notices to companies including United Spirits. This crackdown aims to prevent consumer misrepresentation and ensure compliance with food safety standards. The immediate impact includes reduced product availability for consumers and potential financial losses for affected manufacturers. The industry now faces increased scrutiny and will likely incur higher compliance costs to reformulate products and adjust labeling practices. Observers will watch for further regulatory actions and how manufacturers respond to the enforcement measures.