BECO Launches #WarOnWhatsHidden to Drive Ingredient Transparency in Home Care Products

As modern consumers increasingly scrutinize ingredient labels on food and skincare items, sustainable home-care brand BECO has launched the #WarOnWhatsHidden initiative to bring similar awareness to household cleaning products. Unlike packaged foods, home-care formulations in India are not legally required to display full ingredient lists. BECO’s campaign urges consumers to look beyond front-of-pack claims and understand the formulations entering their living spaces.

Focus on Specific Chemical Ingredients:
The initiative draws attention to common chemical components found in standard household detergents and cleaning liquids:

Benzisothiazolinone (BIT): A preservative frequently used in liquid detergents, which published regulatory material links to potential skin irritation and allergic reactions in sensitive individuals.

Linear Alkylbenzene Sulfonate (LAS): A surfactant used in cleaning formulations that scientific literature associates with skin and eye irritation.

Independent, NABL-accredited third-party laboratory testing on retail-purchased samples identified BIT and LAS in Surf Excel Matic Liquid (Top Load) and LAS in Vim Dishwash Gel (Lemon), with recorded concentrations such as 277 mg/kg of BIT and LAS exceeding 8% to 10%. In contrast, BECO formulates its own laundry and dishwash ranges without these specific compounds.

Leadership Insights and Market Evolution:
Aditya Ruia, Co-founder of BECO, noted that while consumers are highly conscious of what they consume or apply to their skin, household cleaning agents have historically received far less scrutiny. The #WarOnWhatsHidden campaign aims to bridge this gap, encouraging buyers to demand clarity and make informed choices. As global manufacturing shifts toward environmental responsibility and clearer labeling, this initiative marks a step toward bringing food- and skincare-level transparency into the Indian home-care sector.