{"id":20949,"date":"2026-02-18T17:59:59","date_gmt":"2026-02-18T12:29:59","guid":{"rendered":"https:\/\/earthenconnect.com\/test\/?page_id=20949"},"modified":"2026-04-18T12:10:07","modified_gmt":"2026-04-18T06:40:07","slug":"the-economics-times","status":"publish","type":"page","link":"https:\/\/earthenconnect.com\/test\/the-economics-times\/","title":{"rendered":"The Economics Times"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; disabled_on=&#8221;on|on|on&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(0,0,0,0.51)&#8221; background_image=&#8221;https:\/\/earthenconnect.com\/test\/wp-content\/uploads\/sites\/8\/2024\/07\/About-us-1.jpg&#8221; background_blend=&#8221;overlay&#8221; disabled=&#8221;on&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; header_font=&#8221;|700|||||||&#8221; header_text_align=&#8221;center&#8221; header_text_color=&#8221;#FFFFFF&#8221; header_font_size=&#8221;42px&#8221; global_colors_info=&#8221;{}&#8221;]<h1>About Us<\/h1>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; disabled_on=&#8221;on|on|on&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;-30px||||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;20px||10px||false|false&#8221; disabled=&#8221;on&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row make_equal=&#8221;on&#8221; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; max_width=&#8221;1280px&#8221; custom_padding=&#8221;0px||||false|false&#8221; custom_css_main_element=&#8221;align-items: center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.18.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.25.0&#8243; text_font=&#8221;Montserrat||||||||&#8221; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;1.8em&#8221; link_font=&#8221;Montserrat|700|||||||&#8221; link_text_color=&#8221;#fa546d&#8221; link_font_size=&#8221;22px&#8221; link_line_height=&#8221;1.5em&#8221; ul_font=&#8221;||||||||&#8221; header_font=&#8221;||||||||&#8221; header_text_color=&#8221;#000000&#8243; header_2_font=&#8221;|700|||||||&#8221; header_2_text_align=&#8221;center&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;32px&#8221; header_2_line_height=&#8221;1.4em&#8221; header_6_font=&#8221;Montserrat|600||on|||||&#8221; header_6_text_color=&#8221;#24d9e2&#8243; header_6_font_size=&#8221;16px&#8221; header_6_letter_spacing=&#8221;2px&#8221; header_6_line_height=&#8221;1.5em&#8221; max_width_last_edited=&#8221;off|desktop&#8221; module_alignment=&#8221;center&#8221; custom_margin=&#8221;||0px||false|false&#8221; custom_padding=&#8221;||0px||false|false&#8221; header_2_font_size_tablet=&#8221;&#8221; header_2_font_size_phone=&#8221;24px&#8221; header_2_font_size_last_edited=&#8221;on|phone&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]<h2>Explore by Category<\/h2>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;17px&#8221; text_line_height=&#8221;2em&#8221; text_orientation=&#8221;center&#8221; custom_margin=&#8221;0px||15px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<p>Find publications tailored to your interests in organic living\n\n<\/p>[\/et_pb_text][et_pb_divider color=&#8221;#000000&#8243; divider_weight=&#8221;3px&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100px&#8221; module_alignment=&#8221;center&#8221; custom_margin=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_divider][et_pb_code _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<section class=\"topics-section\"><!-- [et_pb_line_break_holder] -->  <div class=\"topics-container\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- Card 1 --><!-- [et_pb_line_break_holder] -->    <div class=\"topic-card\"><!-- [et_pb_line_break_holder] -->      <div class=\"topic-icon green-icon\"><!-- [et_pb_line_break_holder] -->        <i class=\"fa fa-leaf\"><\/i><!-- [et_pb_line_break_holder] -->      <\/div><!-- [et_pb_line_break_holder] -->      <h3 class=\"topic-title\">Organic Farming<\/h3><!-- [et_pb_line_break_holder] -->      <pee class=\"topic-desc\"><!-- [et_pb_line_break_holder] -->        Techniques, best practices, and guides for sustainable agriculture<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- Card 2 --><!-- [et_pb_line_break_holder] -->    <div class=\"topic-card\"><!-- [et_pb_line_break_holder] -->      <div class=\"topic-icon peach-icon\"><!-- [et_pb_line_break_holder] -->        <i class=\"fa fa-cutlery\"><\/i><!-- [et_pb_line_break_holder] -->      <\/div><!-- [et_pb_line_break_holder] -->      <h3 class=\"topic-title\">Natural Recipes<\/h3><!-- [et_pb_line_break_holder] -->      <pee class=\"topic-desc\"><!-- [et_pb_line_break_holder] -->        Wholesome recipes using fresh organic ingredients<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- Card 3 --><!-- [et_pb_line_break_holder] -->    <div class=\"topic-card\"><!-- [et_pb_line_break_holder] -->      <div class=\"topic-icon lightgreen-icon\"><!-- [et_pb_line_break_holder] -->        <i class=\"fa fa-recycle\"><\/i><!-- [et_pb_line_break_holder] -->      <\/div><!-- [et_pb_line_break_holder] -->      <h3 class=\"topic-title\">Sustainability<\/h3><!-- [et_pb_line_break_holder] -->      <pee class=\"topic-desc\"><!-- [et_pb_line_break_holder] -->        Eco-friendly practices for a greener tomorrow<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- Card 4 --><!-- [et_pb_line_break_holder] -->    <div class=\"topic-card\"><!-- [et_pb_line_break_holder] -->      <div class=\"topic-icon green-icon\"><!-- [et_pb_line_break_holder] -->        <i class=\"fa fa-tint\"><\/i><!-- [et_pb_line_break_holder] -->      <\/div><!-- [et_pb_line_break_holder] -->      <h3 class=\"topic-title\">Water Conservation<\/h3><!-- [et_pb_line_break_holder] -->      <pee class=\"topic-desc\"><!-- [et_pb_line_break_holder] -->        Efficient irrigation and water management techniques<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- Card 5 --><!-- [et_pb_line_break_holder] -->    <div class=\"topic-card\"><!-- [et_pb_line_break_holder] -->      <div class=\"topic-icon peach-icon\"><!-- [et_pb_line_break_holder] -->        <i class=\"fa fa-heart\"><\/i><!-- [et_pb_line_break_holder] -->      <\/div><!-- [et_pb_line_break_holder] -->      <h3 class=\"topic-title\">Health &#038; Wellness<\/h3><!-- [et_pb_line_break_holder] -->      <pee class=\"topic-desc\"><!-- [et_pb_line_break_holder] -->        Nutrition, fitness, and holistic living guides<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- Card 6 --><!-- [et_pb_line_break_holder] -->    <div class=\"topic-card\"><!-- [et_pb_line_break_holder] -->      <div class=\"topic-icon lightgreen-icon\"><!-- [et_pb_line_break_holder] -->        <i class=\"fa fa-bookmark\"><\/i><!-- [et_pb_line_break_holder] -->      <\/div><!-- [et_pb_line_break_holder] -->      <h3 class=\"topic-title\">Research &#038; Studies<\/h3><!-- [et_pb_line_break_holder] -->      <pee class=\"topic-desc\"><!-- [et_pb_line_break_holder] -->        Scientific research on organic methods and benefits<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><\/section><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><style><!-- [et_pb_line_break_holder] -->\/* Section *\/<!-- [et_pb_line_break_holder] -->.topics-section {<!-- [et_pb_line_break_holder] -->  padding: 50px 30px;<!-- [et_pb_line_break_holder] -->  font-family: 'Inter', sans-serif;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* Grid Layout *\/<!-- [et_pb_line_break_holder] -->.topics-container {<!-- [et_pb_line_break_holder] -->  display: grid;<!-- [et_pb_line_break_holder] -->  grid-template-columns: repeat(3, 1fr); \/* 3 cards per row *\/<!-- [et_pb_line_break_holder] -->  gap: 30px;<!-- [et_pb_line_break_holder] -->  justify-items: center; \/* center cards in their column *\/<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* Responsive: tablets & mobile *\/<!-- [et_pb_line_break_holder] -->@media (max-width: 1024px) {<!-- [et_pb_line_break_holder] -->  .topics-container {<!-- [et_pb_line_break_holder] -->    grid-template-columns: repeat(2, 1fr); \/* 2 cards per row *\/<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->@media (max-width: 768px) {<!-- [et_pb_line_break_holder] -->  .topics-container {<!-- [et_pb_line_break_holder] -->    grid-template-columns: 1fr; \/* 1 card per row *\/<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* Card *\/<!-- [et_pb_line_break_holder] -->.topic-card {<!-- [et_pb_line_break_holder] -->  background: #ffffff;<!-- [et_pb_line_break_holder] -->  padding: 30px; 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     \/* smaller icon size *\/<!-- [et_pb_line_break_holder] -->  margin-bottom: 20px;  \/* slightly less spacing *\/<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* Icon Colors *\/<!-- [et_pb_line_break_holder] -->.green-icon {<!-- [et_pb_line_break_holder] -->  background: #e6f3ea;<!-- [et_pb_line_break_holder] -->  color: #2b7a3f;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.peach-icon {<!-- [et_pb_line_break_holder] -->  background: #ffe9e2;<!-- [et_pb_line_break_holder] -->  color: #d46a53;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.lightgreen-icon {<!-- [et_pb_line_break_holder] -->  background: #eefddf;<!-- [et_pb_line_break_holder] -->  color: #5c8b32;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* Title *\/<!-- [et_pb_line_break_holder] -->.topic-title {<!-- [et_pb_line_break_holder] -->  font-size: 26px;<!-- [et_pb_line_break_holder] -->  font-weight: 700;<!-- [et_pb_line_break_holder] -->  color: #123320;<!-- [et_pb_line_break_holder] -->  margin-bottom: 15px;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* Description *\/<!-- [et_pb_line_break_holder] -->.topic-desc {<!-- [et_pb_line_break_holder] -->  color: #476954;<!-- [et_pb_line_break_holder] -->  font-size: 17px;<!-- [et_pb_line_break_holder] -->  line-height: 1.6;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><\/style><!-- [et_pb_line_break_holder] -->[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row disabled_on=&#8221;off|off|off&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_code disabled_on=&#8221;on|on|off&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<div class=\"earthen-row\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- LEFT IMAGE --><!-- [et_pb_line_break_holder] -->  <div class=\"earthen-left\"><!-- [et_pb_line_break_holder] -->    <div class=\"left-img-grid\"><!-- [et_pb_line_break_holder] -->      <a href=\"https:\/\/economictimes.indiatimes.com\/industry\/cons-products\/food\/from-labels-to-live-data-how-qr-codes-are-changing-what-india-knows-about-its-food\/articleshow\/128463223.cms\" target=\"_blank\"><!-- [et_pb_line_break_holder] -->        <img decoding=\"async\" src=\"https:\/\/earthenconnect.com\/test\/wp-content\/uploads\/sites\/8\/2026\/02\/qr-code.jpg\" alt=\"QR Codes and Food Traceability\"><!-- [et_pb_line_break_holder] -->      <\/a><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- RIGHT CONTENT --><!-- [et_pb_line_break_holder] -->  <div class=\"earthen-right\"><!-- [et_pb_line_break_holder] -->    <h2 class=\"earthen-title\"><!-- [et_pb_line_break_holder] -->      From labels to live data: How QR codes are changing what India knows about its food<!-- [et_pb_line_break_holder] -->    <\/h2><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee class=\"earthen-text\"><!-- [et_pb_line_break_holder] -->      Walk into any modern grocery store and the promise is clear, labels speak of purity, origin and careful sourcing. But once food leaves the farm, it moves through layers of aggregators, processors and distributors where details can fade.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee class=\"earthen-text\"><!-- [et_pb_line_break_holder] -->      This growing gap between what is claimed and what can be verified is pushing traceability to the centre of India\u2019s food business, not just for exports but for everyday consumers as well.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- DOWNLOAD \/ READ MORE BUTTON --><!-- [et_pb_line_break_holder] -->    <a class=\"article-btn\" <!-- [et_pb_line_break_holder] -->       href=&#8221;https:\/\/economictimes.indiatimes.com\/industry\/cons-products\/food\/from-labels-to-live-data-how-qr-codes-are-changing-what-india-knows-about-its-food\/articleshow\/128463223.cms&#8221; <!-- [et_pb_line_break_holder] -->       target=&#8221;_blank&#8221;><!-- [et_pb_line_break_holder] -->      Read Article \u2192<!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><style><!-- [et_pb_line_break_holder] -->\/* MAIN ROW *\/<!-- [et_pb_line_break_holder] -->.earthen-row {<!-- [et_pb_line_break_holder] -->  max-width: 1300px;<!-- [et_pb_line_break_holder] -->  margin: 40px auto;<!-- [et_pb_line_break_holder] -->  display: flex;<!-- [et_pb_line_break_holder] -->  gap: 30px;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* LEFT IMAGE GRID - Single Image Full Size *\/<!-- [et_pb_line_break_holder] -->.left-img-grid {<!-- [et_pb_line_break_holder] -->  height: 100%;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- 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[et_pb_line_break_holder] -->.earthen-title {<!-- [et_pb_line_break_holder] -->  font-size: 28px;<!-- [et_pb_line_break_holder] -->  font-weight: 700;<!-- [et_pb_line_break_holder] -->  color: #066946;<!-- [et_pb_line_break_holder] -->  margin-bottom: 15px;<!-- [et_pb_line_break_holder] -->  line-height: 1.3;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* TEXT *\/<!-- [et_pb_line_break_holder] -->.earthen-text {<!-- [et_pb_line_break_holder] -->  font-size: 17px;<!-- [et_pb_line_break_holder] -->  line-height: 1.8;<!-- [et_pb_line_break_holder] -->  color: #333;<!-- [et_pb_line_break_holder] -->  margin-bottom: 12px;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* QUOTE BLOCK *\/<!-- [et_pb_line_break_holder] -->.earthen-quote {<!-- [et_pb_line_break_holder] -->  margin-top: 20px;<!-- [et_pb_line_break_holder] -->  padding-left: 18px;<!-- [et_pb_line_break_holder] -->  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-->.article-btn {<!-- [et_pb_line_break_holder] -->  display: inline-block;<!-- [et_pb_line_break_holder] -->  margin-top: 20px;<!-- [et_pb_line_break_holder] -->  padding: 8px 16px;   \/* smaller padding *\/<!-- [et_pb_line_break_holder] -->  background: #066946;<!-- [et_pb_line_break_holder] -->  color: #fff !important;<!-- [et_pb_line_break_holder] -->  border-radius: 30px;<!-- [et_pb_line_break_holder] -->  text-decoration: none;<!-- [et_pb_line_break_holder] -->  font-size: 14px;<!-- [et_pb_line_break_holder] -->  transition: 0.3s;<!-- [et_pb_line_break_holder] -->  text-align: center;<!-- [et_pb_line_break_holder] -->  width: auto;        \/* auto width so it doesn't stretch *\/<!-- [et_pb_line_break_holder] -->  max-width: 220px;   \/* optional limit if you want a max width *\/<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.article-btn:hover {<!-- [et_pb_line_break_holder] -->  background: #044f35;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* RESPONSIVE *\/<!-- [et_pb_line_break_holder] -->@media(max-width: 1024px) {<!-- [et_pb_line_break_holder] -->  .earthen-row {<!-- [et_pb_line_break_holder] -->    flex-direction: column; \/* stack columns *\/<!-- [et_pb_line_break_holder] -->    align-items: center;    \/* center content horizontally *\/<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-left,<!-- [et_pb_line_break_holder] -->  .earthen-right {<!-- [et_pb_line_break_holder] -->    flex: 0 0 100%;        \/* full width *\/<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .left-img-grid img {<!-- [et_pb_line_break_holder] -->    width: 100%;<!-- [et_pb_line_break_holder] -->    height: auto;          \/* maintain aspect ratio *\/<!-- [et_pb_line_break_holder] -->    max-height: 350px;     \/* optional max height *\/<!-- [et_pb_line_break_holder] -->    margin-bottom: 20px;   \/* spacing below image *\/<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-right {<!-- [et_pb_line_break_holder] -->    text-align: left;      \/* content aligned properly *\/<!-- [et_pb_line_break_holder] -->    padding: 0 15px;       \/* optional horizontal padding *\/<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-title {<!-- [et_pb_line_break_holder] -->    font-size: 24px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-text {<!-- [et_pb_line_break_holder] -->    font-size: 16px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .article-btn {<!-- [et_pb_line_break_holder] -->    font-size: 14px;<!-- [et_pb_line_break_holder] -->    padding: 10px;<!-- 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[et_pb_line_break_holder] -->    font-size: 20px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-text {<!-- [et_pb_line_break_holder] -->    font-size: 15px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .article-btn {<!-- [et_pb_line_break_holder] -->    padding: 10px;<!-- [et_pb_line_break_holder] -->    font-size: 14px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .earthen-quote {<!-- [et_pb_line_break_holder] -->    padding-left: 10px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><\/style><!-- [et_pb_line_break_holder] -->[\/et_pb_code][et_pb_code disabled_on=&#8221;off|off|on&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243; custom_margin=&#8221;30px||||false|false&#8221; custom_padding=&#8221;30px||||false|false&#8221;]<div class=\"ec-row\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- IMAGE COLUMN --><!-- [et_pb_line_break_holder] -->  <div class=\"ec-image-col\"><!-- [et_pb_line_break_holder] -->    <div class=\"ec-image-wrapper\"><!-- [et_pb_line_break_holder] -->      <a href=\"https:\/\/economictimes.indiatimes.com\/industry\/cons-products\/food\/from-labels-to-live-data-how-qr-codes-are-changing-what-india-knows-about-its-food\/articleshow\/128463223.cms\" target=\"_blank\"><!-- [et_pb_line_break_holder] -->        <img decoding=\"async\" src=\"https:\/\/earthenconnect.com\/test\/wp-content\/uploads\/sites\/8\/2026\/02\/qr-code.jpg\" alt=\"QR Codes and Food Traceability\"><!-- [et_pb_line_break_holder] -->      <\/a><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <!-- CONTENT COLUMN --><!-- [et_pb_line_break_holder] -->  <div class=\"ec-content-col\"><!-- [et_pb_line_break_holder] -->    <h2 class=\"ec-title\"><!-- [et_pb_line_break_holder] -->      From labels to live data: How QR codes are changing what India knows about its food<!-- [et_pb_line_break_holder] -->    <\/h2><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee class=\"ec-text\"><!-- [et_pb_line_break_holder] -->      Walk into any modern grocery store and the promise is clear, labels speak of purity, origin and careful sourcing. But once food leaves the farm, it moves through layers of aggregators, processors and distributors where details can fade.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <pee class=\"ec-text\"><!-- [et_pb_line_break_holder] -->      This growing gap between what is claimed and what can be verified is pushing traceability to the centre of India\u2019s food business, not just for exports but for everyday consumers as well.<!-- [et_pb_line_break_holder] -->    <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <div class=\"ec-quote\"><!-- [et_pb_line_break_holder] -->      <pee><!-- [et_pb_line_break_holder] -->        \u201cFor years, trust in food supply chains was based on reputation and labels. Today, scanning a code to see real data about origin, movement and handling makes trust verifiable.\u201d<!-- [et_pb_line_break_holder] -->      <\/pee><!-- [et_pb_line_break_holder] -->      <h4>Vaibhav Sinha<\/h4><!-- [et_pb_line_break_holder] -->      <span>Founder &#038; CEO, Earthen Connect<\/span><!-- [et_pb_line_break_holder] -->    <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- READ ARTICLE BUTTON --><!-- [et_pb_line_break_holder] -->    <a class=\"article-btn\" <!-- [et_pb_line_break_holder] -->       href=&#8221;https:\/\/economictimes.indiatimes.com\/industry\/cons-products\/food\/from-labels-to-live-data-how-qr-codes-are-changing-what-india-knows-about-its-food\/articleshow\/128463223.cms&#8221; <!-- [et_pb_line_break_holder] -->       target=&#8221;_blank&#8221;><!-- [et_pb_line_break_holder] -->      Read Article \u2192<!-- [et_pb_line_break_holder] -->    <\/a><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->    <!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><style><!-- [et_pb_line_break_holder] -->\/* ROW *\/<!-- [et_pb_line_break_holder] -->.ec-row {<!-- [et_pb_line_break_holder] -->  display: flex;<!-- [et_pb_line_break_holder] -->  gap: 30px;<!-- [et_pb_line_break_holder] -->  flex-wrap: wrap;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* IMAGE COLUMN *\/<!-- [et_pb_line_break_holder] -->.ec-image-col {<!-- [et_pb_line_break_holder] -->  flex: 0 0 33.33%;<!-- [et_pb_line_break_holder] -->  height: auto;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.ec-image-wrapper img {<!-- [et_pb_line_break_holder] -->  width: 100%;<!-- [et_pb_line_break_holder] -->  height: 100%;<!-- [et_pb_line_break_holder] -->  object-fit: cover;<!-- [et_pb_line_break_holder] -->  border-radius: 10px;<!-- [et_pb_line_break_holder] -->  display: block;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* CONTENT COLUMN *\/<!-- [et_pb_line_break_holder] -->.ec-content-col {<!-- [et_pb_line_break_holder] -->  flex: 0 0 66.66%;<!-- [et_pb_line_break_holder] -->  display: flex;<!-- [et_pb_line_break_holder] -->  flex-direction: column;<!-- [et_pb_line_break_holder] -->  justify-content: flex-start;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* TITLE *\/<!-- [et_pb_line_break_holder] -->.ec-title {<!-- [et_pb_line_break_holder] -->  font-size: 28px;<!-- [et_pb_line_break_holder] -->  font-weight: 700;<!-- [et_pb_line_break_holder] -->  color: #066946;<!-- [et_pb_line_break_holder] -->  margin-bottom: 10px;<!-- [et_pb_line_break_holder] -->  line-height: 1.4;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* TEXT *\/<!-- [et_pb_line_break_holder] -->.ec-text,<!-- [et_pb_line_break_holder] -->.ec-description p {<!-- [et_pb_line_break_holder] -->  font-size: 17px;<!-- [et_pb_line_break_holder] -->  line-height: 1.8;<!-- [et_pb_line_break_holder] -->  color: #333;<!-- [et_pb_line_break_holder] -->  text-align: justify;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* QUOTE *\/<!-- [et_pb_line_break_holder] -->.ec-quote {<!-- [et_pb_line_break_holder] -->  margin-top: 20px;<!-- [et_pb_line_break_holder] -->  padding-left: 18px;<!-- [et_pb_line_break_holder] -->  border-left: 4px solid #066946;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.ec-quote p {<!-- [et_pb_line_break_holder] -->  margin: 0 0 8px;<!-- [et_pb_line_break_holder] -->  font-size: 16px;<!-- [et_pb_line_break_holder] -->  line-height: 1.5;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.ec-quote h4 {<!-- [et_pb_line_break_holder] -->  margin: 0 0 3px;<!-- [et_pb_line_break_holder] -->  font-size: 15px;<!-- [et_pb_line_break_holder] -->  font-weight: bold;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.ec-quote span {<!-- [et_pb_line_break_holder] -->  font-size: 14px;<!-- [et_pb_line_break_holder] -->  color: #444;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* BUTTON *\/<!-- [et_pb_line_break_holder] -->.ec-btn {<!-- [et_pb_line_break_holder] -->  display: inline-block;<!-- [et_pb_line_break_holder] -->  padding: 10px 18px;<!-- [et_pb_line_break_holder] -->  background: #066946;<!-- [et_pb_line_break_holder] -->  color: #fff !important;<!-- [et_pb_line_break_holder] -->  border-radius: 30px;<!-- [et_pb_line_break_holder] -->  text-decoration: none;<!-- [et_pb_line_break_holder] -->  font-size: 15px;<!-- [et_pb_line_break_holder] -->  transition: 0.3s;<!-- [et_pb_line_break_holder] -->  text-align: center;<!-- [et_pb_line_break_holder] -->  width: auto;<!-- [et_pb_line_break_holder] -->  max-width: 220px;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.ec-btn:hover {<!-- [et_pb_line_break_holder] -->  background: #044f35;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->\/* RESPONSIVE *\/<!-- [et_pb_line_break_holder] -->@media(max-width: 1024px) {<!-- [et_pb_line_break_holder] -->  .ec-image-col,<!-- [et_pb_line_break_holder] -->  .ec-content-col {<!-- [et_pb_line_break_holder] -->    flex: 0 0 100%;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-image-wrapper img {<!-- [et_pb_line_break_holder] -->    height: auto;<!-- [et_pb_line_break_holder] -->    width: 100%;<!-- [et_pb_line_break_holder] -->    max-height: none;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-content-col {<!-- [et_pb_line_break_holder] -->    padding: 0 15px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-title {<!-- [et_pb_line_break_holder] -->    font-size: 24px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-text,<!-- [et_pb_line_break_holder] -->  .ec-description p {<!-- [et_pb_line_break_holder] -->    font-size: 16px;<!-- [et_pb_line_break_holder] -->    line-height: 1.7;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-btn {<!-- [et_pb_line_break_holder] -->    width: 100%;<!-- [et_pb_line_break_holder] -->    max-width: 100%;<!-- [et_pb_line_break_holder] -->    font-size: 15px;<!-- [et_pb_line_break_holder] -->    padding: 12px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-quote {<!-- [et_pb_line_break_holder] -->    padding-left: 12px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->@media(max-width: 768px) {<!-- [et_pb_line_break_holder] -->  .ec-image-wrapper img {<!-- [et_pb_line_break_holder] -->    max-height: none;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-title {<!-- [et_pb_line_break_holder] -->    font-size: 20px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-text,<!-- [et_pb_line_break_holder] -->  .ec-description p {<!-- [et_pb_line_break_holder] -->    font-size: 15px;<!-- [et_pb_line_break_holder] -->    line-height: 1.6;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-btn {<!-- [et_pb_line_break_holder] -->    padding: 12px;<!-- [et_pb_line_break_holder] -->    font-size: 15px;<!-- [et_pb_line_break_holder] -->    margin-top: 20px;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  .ec-quote {<!-- [et_pb_line_break_holder] -->    padding-left: 10px;<!-- [et_pb_line_break_holder] -->  }<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] -->  @media (max-width: 768px) {<!-- [et_pb_line_break_holder] -->    .ec-btn {<!-- [et_pb_line_break_holder] -->        padding: 12px;<!-- [et_pb_line_break_holder] -->        font-size: 15px;<!-- [et_pb_line_break_holder] -->        margin-top: 10px;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><\/style><!-- [et_pb_line_break_holder] -->[\/et_pb_code][et_pb_code _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_code][et_pb_code _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<div class=\"earthen-content\"><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <h2>Why traceability is gaining<\/h2><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    India has long supplied agricultural and natural food products to global markets, but fragmented sourcing and informal record-keeping have made consistent documentation difficult after produce leaves the farm gate. In domestic markets, this often turns origin into a claim rather than a verifiable fact.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    Today, exporters and retailers face tighter checks on sourcing, especially for authenticity and safety. Traceability systems are increasingly being used to replace assumptions with documented supply chain data that can be reviewed at any point.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <h2>The technology shift behind the change<\/h2><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    Digital traceability tools are now capturing data at multiple stages: cultivation, harvest, processing, and shipment. QR codes have emerged as one of the most visible tools. Instead of static packaging labels, brands can now link products to real-time supply chain information that reflects their actual journey.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    This shift is changing transparency from a marketing message into an operational system.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <h2>What it means for farmers and supply chains<\/h2><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    For farmers, especially small producers, digital records help reduce dependence on intermediaries to represent origin. They also preserve the identity of produce as it moves through large networks.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    In practical terms, clearer records reduce disputes, improve consistency and limit substitution risks. For businesses, traceability data also helps identify delays, quality issues and points of loss, making operations more efficient in a sector where margins are tight.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <h2>&#8216;Trust must be verifiable&#8217;<\/h2><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    Vaibhav Sinha, Founder and CEO of Earthen Connect, says the shift is deeper than just technology adoption. \u201cFor years, trust in food supply chains was based on reputation and labels. That model worked only as long as consumers accepted words without evidence,\u201d he says. \u201cToday, when someone scans a code and sees real data about origin, movement and handling, trust becomes something that can be verified. Traceability is not a narrative. It is a tool that forces accountability into processes that were often opaque. When the chain of custody is visible, questions that were previously difficult to answer become straightforward.\u201d<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <h2>Changing how brands speak to consumers<\/h2><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    Food brands are now treating transparency as infrastructure rather than a value statement. This reflects a broader shift in consumer behaviour, where access to information is expected rather than seen as an added benefit.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    Regulators are also beginning to rely more on digital documentation instead of inspections after the fact, making supply chains more accountable.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->  <h2>The limits and the road ahead<\/h2><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    Traceability systems still depend on the quality of data entered into them, and adoption across fragmented supply chains will take time. But as food travels longer distances and through more hands, the cost of opacity is rising.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] -->  <pee><!-- [et_pb_line_break_holder] -->    Farm-to-fork transparency is no longer about telling a better story. It is about removing uncertainty in systems that influence both trade and trust. In a market where consumers rarely see how their food is produced and moved, the ability to show rather than claim could define the next phase of India\u2019s food industry.<!-- [et_pb_line_break_holder] -->  <\/pee><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><\/div><!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] --><style><!-- [et_pb_line_break_holder] -->.earthen-content {<!-- [et_pb_line_break_holder] -->  padding: 0 15px;<!-- [et_pb_line_break_holder] -->  text-align: justify;<!-- [et_pb_line_break_holder] -->  line-height: 1.8;<!-- [et_pb_line_break_holder] -->  color: #333;<!-- [et_pb_line_break_holder] -->}<!-- [et_pb_line_break_holder] --><!-- [et_pb_line_break_holder] -->.earthen-content h2 {<!-- [et_pb_line_break_holder] -->  font-size: 24px;<!-- [et_pb_line_break_holder] -->  font-weight: 700;<!-- [et_pb_line_break_holder] -->  color: #066946;<!-- [et_pb_line_break_holder] -->  margin-top: 25px;<!-- [et_pb_line_break_holder] -->  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