Dear Maharashtra Health Minister,

In case you haven’t noticed, obesity is an epidemic. What will it take for Mumbaikars to change their eating habits? Can a Kerala-like fat tax help the ever-expanding waistlines and supersize problems?

The need is irrefutable.

The statistics are staggering. However, these are distinctions we cannot afford to celebrate. Sedentary lifestyle and leaning on the Standard American Diet is undeniably a big factor. (Yep, it’s so SAD).

Following in Kerala’s footsteps, reportedly Gujarat is deliberating a 14.5 percent tax on junk food sold in restaurants. But world over, it’s been found that a fat tax alone cannot work — there has to be a reformed food policy and a combined approach to tackle the obesity crisis.

Mr Minister, if you want the vada pav-gorging lesser mortals to replicate the before-after miracle achieved by our Chief Minister, here’s a 5-point formula on how a ‘sin tax’ might make us slim:

1. No One Solution Works - Raise Fat Taxes By At least 20 Percent

A research published in the reputed British Medical Journal examined fat taxes from around the world and concluded that fat taxes have to be as hefty as 20 percent for people to change their food choices.

How about using this tax revenue to subsidise fresh seasonal fruit and vegetable produce?

2. Subsidise Healthy Options

What if people switched from a pizza to an equally unhealthy, cheaper vada pav as an option? Who is to make sure that the roadside vada pav, pav bhaji, samosa, bhajiyyas don’t lure the masses?

Can a sin tax change the pattern of food consumption?

Yes, says a widely read paper published in the US in 2015. Titled, “Will a Fat Tax Work?”, the study finds that when prices of products are altered at the shelves, people opt for the healthier alternative.

For example, if you see that high grade olive oil is a rupee cheaper than lar- laden frying oil, you will end up choosing the former to save money.

3. Ban Advertising Of Junk Food Before 9 pm

UK is considering this along with a hefty fat tax.

Science validates the notion that obese kids end up as obese adults, which spikes the chances of cancer, heart diseases and other health issues. Advertising has a major role to play. Wherever you go, whatever you watch on TV, you are bombarded with junk food commercials. Banning junk food ads before 9pm is not extreme, adults can enjoy them however much they want while the little ones are tucked into bed.

4. We’ve Been Nannied With Cigarettes, Alcohol & We Know Its Effective

There was a time in the 80s when cigarette advertising was considered cool. The tobacco industry vigorously contested taxes, saying the link between smoking and health ailments was still a matter of debate.

But look how that played out — the fact that smoking kills has been universally accepted and there is enough scientific proof to say that high taxes deter first time and casual smokers.

Mumbai-based nutritionist Indrayani Pawar does not see any reason why this success cannot be replicated with junk food as well, provided the same kind of awareness drives as in the case of tobacco are carried out on a war footing.

5. Learn From the Mistakes Of Others

Fat tax is new to India but not in the rest of the world. In 2011, Denmark was the first country in the world to put a fat tax, but 15 months later, that ship sank. Now we can learn from the reasons why Denmark became a poster country for a failed public health measure and not commit those mistakes.

1) Taxes in Denmark were already sky high and the additional tax on supermarket items was a burden on Danes.
2) Prices in Germany and Sweden were 20 percent lower and people only had to hop over a porous border to get their supplies.
3) Meanwhile, France is enjoying a successful fat tax because the country has chalked out a healthier food policy — no ketchup in schools and university canteens, no high salt complex carbs to be in school lunches and cafeteria menus.

Isn’t it wonderful that India has a ready made case-study laid out and we just have to copy the best of what works?

You see Mr Minister, if you tackle the obesity epidemic only by educating children, the effect might show in 50 years. Consider fat tax as only one tool. We need a multi-level strategy to make a dent in people’s waistlines.

Yours sincerely,
An average citizen wanting to be nannied in the hope that the time bomb of obesity will soon be diffused.

Also Read: Five Reasons Why Kerala’s Fat Tax is a Façade