Ultra-Processed Food
Packaged foods consumed without understanding ingredients, additives, or sugar levels.
Building a generation that questions everything.
India's first people-driven nutrition and public health movement.
The Big Idea
Public health doesn't start in hospitals. It starts at home.
Public health isn't only shaped by hospitals or policies, it is shaped by the accumulation of small, everyday, unexamined choices: what you eat, what you put on your skin, what you wear, what habits you keep, what air and environment you live inside. #BaDekhRahiHai exists because these choices compound. One processed snack doesn't cause diabetes. Twenty years of them might.
We're not a diet programme, a wellness brand, or an anti-industry campaign. We're a literacy movement. The target isn't any particular product or company, it's the habit of accepting the default. The adversary is the unexamined choice, and the only answer to it is the questioned one.
The method
Observe → Understand → Question → Choose. We never prescribe what students should eat, buy, or avoid. We teach them to notice, to read, to ask, and then decide for themselves. Compliance evaporates the moment authority leaves the room. Judgment doesn't.
Why Ba?
A familiar figure in every Indian household.
The name draws from Ba, the grandmother. Ba represents wisdom, care, and quiet accountability. She questioned daily habits with simple curiosity, not to restrict, but to remind us to stay mindful. In a world of marketing and fast consumption, that questioning instinct has faded. #BaDekhRahiHai revives it.
"Yeh kya kha rahe ho?"
What are you eating?
"Yeh cheez theek hai na?"
Is this thing actually okay?
"Roz yeh use karte ho?"
You use this every day?
Ba and Gyaani Chacha
Every Indian neighbourhood has both. Ba picks up the packet, turns it over, reads the fine print out loud, not to accuse, just out of habit. Gyaani Chacha, the shopkeeper three doors down, has sold the same products for twenty years, to three generations of the same families. Ask him what's in them and he'll smile like you've asked something silly: "Arre, yeh toh sab khate hain. Isse kya hi hoga." He isn't lying. He genuinely believes it, because everyone believes it. When something is normal for long enough, "normal" quietly starts doing the job "safe" used to do. Nobody checks anymore. Ba checks. #BaDekhRahiHai is about handing that instinct, her instinct, to an entire generation.
The Problem
Five everyday exposures shaping long-term health.
Lack of Product Literacy
Cosmetics, skincare and hygiene products used daily without knowing what's inside.
Fast Fashion & Synthetic Materials
Synthetic fabrics worn every day, with real skin and environmental impact.
Lifestyle & Habit Patterns
Screen addiction, poor sleep, sedentary routines and chronic stress, now normalised.
Environmental Exposure
Air pollution, plastic exposure and household environmental risks shaping long-term health.
~2×
Retail sales of ultra-processed foods in India roughly doubled between 2011 and 2021.
WHO India, 2023
101 million
Indian adults now live with diabetes, strongly linked to ultra-processed diets.
ICMR-INDIAB, The Lancet, 2023
3.4%
Childhood overweight in India, up from 2.1% in 2015-16.
NFHS-5, 2019-21
These figures are cited from official sources. This is an educational presentation for students, not a medical publication.
Our Approach
Preventive awareness. Consumer literacy. Everyday choice.
Public health begins with everyday choices. Rather than focusing only on disease prevention, we emphasise preventive awareness and consumer literacy. We help students observe their habits, understand ingredients and materials, question marketing narratives, and make informed choices, transforming them from passive consumers into aware decision-makers.
1
Observe
Notice the exposure you've stopped noticing.
2
Understand
Learn what's actually in it, or what it actually does.
3
Question
Interrogate the claim, the ad, the influencer, the default.
4
Choose
Decide, knowingly. We don't specify what you should choose.
The Curriculum
The Five Pillars
Food & Nutrition Literacy
"Label padha kya?"
Product & Consumer Awareness
"Yeh cream mein kya hai?"
Clothing & Material Awareness
"Yeh kapda breathe karta hai?"
Lifestyle & Habit Health
"Kitne ghante soye?"
Environmental Health Awareness
"Yeh saans lene layak hai?"
Youth-Led
Students aren't the audience. They're the drivers.
#BaDekhRahiHai is people-driven and youth-led. Students conduct awareness activities, lead peer discussions, create storytelling campaigns, and engage communities, becoming advocates for informed choices in their families and communities.
Awareness Activities
Leading drives and campaigns in their schools.
Peer Discussions
Sparking conversations among classmates.
Storytelling
Creating campaigns that spread the message.
Community Outreach
Taking learning home to families and neighbourhoods.
Where We're Going
Our Vision & Mission
Vision
A generation that questions marketing narratives, understands everyday health influences, and makes informed choices, building a society that is health-conscious, informed, and responsible.
Mission
To build public health awareness through everyday consumer literacy, transforming students from passive consumers into aware, empowered decision-makers, one daily choice at a time.
Operated by 10 Lives Education Private Limited · Supported by Kitaab Aur Kalam Foundation · Section 8 non-profit · Growing across India · #BaDekhRahiHai, a national movement.
On the Ground
The movement, in action.
Workshops, school drives, and awareness campaigns across North India.
More activities coming soon.
Coming soon
The Ba app is on its way.
Scan any product label, decode ingredients, and get Ba's verdict on the go. The Ba mobile app is being built, join the movement now, get early access when it launches.
Because awareness begins with a simple thought:
"Ba dekh rahi hai."