Over the last few decades packaged food, chocolates, cold drinks grew at an unprecedented sustained rate of 20% and above year on year. We see several players large and small continuing to flourish in this space with offerings to suit every pocket , from an attractive Rs 5 per serve to gourmet offerings of Rs 100 and above for a small bite. There is an abundance of offerings to keep you munching through the day, on the go, at your desk or even while you exercise. The size of this industry is roughly around INR 4 trillion – ( Culprit No. 1)

The flourishing decades also saw advent of café’s – hot coffees followed by teas paired with puffs and pastries set in vibrant colors and cosy settings inviting people to walk in more , chat up, eat up adding to an overdriven consumption trend ( Culprit No. 2)

Oh and the trend only got better- then trickled in some more beer cafes, burgers n fries, and the age old corner mithai walas suddenly went through a chain reaction too- multiplying and spreading wings every few kilometers. However still a few kilometers away? In came the genies who deliver at a click, within a few minutes- why put off an indulgence for that weekend outing only? ( Culprit No. 3)

We might be able to add a few more culprits that added to the ever increasing consumption or the bulge.

The consumption bulge lead to several resulting bulges

-         Bulges that didn’t fit into clothes

-         Bulges in Medical bills

The chain reaction continued leading to several medical, packaging, logistics and hundreds of similar ancillary industries prospering and leading to more euphoric food consumption.

And finally we now see a universal bulge encompassing all of this as “the Fitness Bulge”. While we are munching on the go, and fuelling ourselves on protein and amino acids as we try to pump out our bulges there has been a chain reaction in fitness industry.

-         Wholistic Naturopathy

-         National Molecular Therapy

-         Wisdom in Ayurvedic living

-         24 hour fitness centres

-         Gene based diets

-         Personalized nutritionists

It’s growing- the list goes on. Ironically, they all share one simple mantra

“Eat fresh and unprocessed. Eat less. Move more. Say yes to water and no to caffeine.“

However, hooked on to a consumption drive- we are more focused on checking out and trying each option fitness industry is trying to offer- pouring more time and money into this bulging industry. Keeping the chain reaction alive and kicking.

A realization that as we age , body requires very little fuel or calories for repair and renewal;  that answer actually likes in eating simpler and lesser food; and its better to go for a walk with a friend vs. meet over a coffee and a cake ; might put a screeching halt to the heated up chain.

To see and experience what the different bulges are all about, try the following just for a month.

-         Clear your house of all packaged food including breads and jams and butters- or simply ignore that they exist. Lock them up.

-         Eat only when you can cook, else opt for nuts, fruits and salads. Tough? Yes.

-         Walk to buy your fruits and vegetables and must have groceries

-         Delete all home delivery apps. Its really tough. But try it.

-         Meet your friends for a walk  or a sport you enjoy.

-         Give away any sweets or packaged food you receive.

-         Drink water through the day. When you wake up, when sleep, when tired. Always.

Check the weighing scale, and your credit card bill at the end of the month.

Would you see some bulges go away?