Counterfeit products continue to be a growing concern across industries, impacting consumer trust and safety, brand credibility and overall market integrity. Addressing this important issue, ET Now Swadesh recently hosted a special live discussion titled “Brands Ka Fake Bazaar” under the theme “Consumer Is King – बाज़ार में नकली सामान की बाढ़, असली-नकली में कैसे करें पहचान”.

The discussion brought together several well-known Indian business leaders and industry experts to share their perspectives and insights on the rise of counterfeit products in the market and the growing need for consumer awareness.

Representing Zed Black, Mr. Anshul Agrawal, Managing Partner, Mysore Deep Perfumery House (MDPH), participated in the live telecast and shared valuable insights on the importance of authenticity, brand trust and responsible purchasing decisions.

During the conversation, Mr. Agrawal highlighted how counterfeit products not only affect businesses and brands, but also create confusion among consumers and compromise product quality and reliability. He emphasized the need for stronger awareness around identifying genuine products and encouraged consumers to make informed purchasing choices.

The discussion also explored how trusted brands must continuously work towards maintaining transparency, quality standards and stronger market vigilance to combat counterfeit practices effectively.

As one of India’s leading fragrance and agarbatti brand, Zed Black remains committed to delivering authentic, high-quality products while actively promoting consumer awareness and trust across markets.

The ET Now feature served as an important platform to address a growing industry concern and reinforce the collective responsibility of brands, businesses and consumers in building a more transparent and trustworthy marketplace.

Watch the full conversation below to gain deeper insights into:

• The rise of counterfeit products in India
• How consumers can identify genuine brands
• The role of businesses in protecting brand trust
• Why awareness is the strongest defense against fake products