IndexIntroductionDietary Fat Tax Policy on Junk FoodStrengths and Limitations of Junk Food TaxChallenges of Fat TaxConclusionReferencesIntroductionKerala has the second highest obesity rate in India after the northern state of Punjab. (Shannawaz, 2018). Obesity rates in developing countries are higher in rural areas than in urban areas. However, in South Asian countries like India, obesity rates are higher in urban areas. (Misra, et al, 2019). This article examines fat tax policy in the Indian state of Kerala, considering its strengths and limitations, as well as analyzing the main challenges in policy design. The document is divided into three sections: The Fat Tax Policy explains the junk food culture in Kerala and its relationship to the Indian sociocultural context, and includes a section on strengths and limitations, as well as challenges in designing the tax on the politics of junk food. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay Fat Tax Policy on Junk Food In India, the level of processed and packaged foods and beverages is low, however, there is a rapid increase in sweets, salty snacks and edible oil on the rise which are of greater health concern public. The southern state of Kerala in India is the first state to impose a 14.5% fat tax on junk food in 2016, and the revenue generated by the fat tax amounts to around 1.3 million euros. (Doshi, 2016). The fat tax only affected fast food chains, such as McDonalds and Dominos etc. and it didn't include local businesses, no matter what type of food they served. Due to high obesity rates in urban areas of Kerala, the fat tax targeted middle-income families. (Kuriakose, 2016). The purpose of the fat tax was to make people concise about the food they ate and their food choices. (Misra, et al, 2019). It is also important to note that diet and physical activity in South Asia are often influenced by traditional and cultural beliefs. (page 7). In India, for example, being overweight means wealth and chubby children are perceived as healthy. (page 2). Indian women, regardless of socioeconomic status, are found to be more obese than men. Some reasons include an unbalanced diet, sequential and additive postpartum weight gain, decreased physical activity during the menstrual cycle, and cultural and social concerns regarding women and outdoor exercise. (p.5). South Asians generally engage in physical activity at a lower level than Westerners. This could be due to the lack of sports facilities, environmental pollution and social and safety reasons (for women). (page 6). However, the implementation of food control and safety policies is not sufficient since the lack of access and availability of unprocessed food represents the key factor in ending malnutrition in all its forms. (Legge, et al, 2019). Designing a policy based solely on the financial instrument will not demonstrate the intended goal of healthy eating within the community, therefore, the inclusion of information campaigns on nutrients, calories and physical activity, as well as education on a balanced diet, can prove the general, fat fiscal policy a successful project. (Kuriakose, 2016). The first step towards policy design is to define the policy in relation to what it means for politicians and how it will affect them indaily practices. (Colline, 2003). Policy makers must also recognize what skills and knowledge are needed to faithfully implement the policy. (page 268). The three lenses of policy design are prevalent in the Keralan Fat Tax. The partisan and partial knowledge of the Kerala Finance Ministry's policy knowledge agenda on the fat tax was to promote local businesses and encourage people to stick to traditional food. (Doshi, 2016). (Testa, 2008). Therefore, it is essential to take into account the strengths and limitations of KeralaFat Tax. Strengths and Limitations of Junk Food Tax The fat tax policy was designed to reduce obesity rates in Kerala and implemented using nudge theory. (Kuriakose, 2016). For example, an additional sales tax such as VAT and a calorie tax were imposed on junk food and subsidies on healthy foods such as fruits and vegetables. (page 2). Additional information such as front-of-pack label information and marketing restrictions were also included. (page 2). The nudge theory acted on persuasion and motivation towards a certain incentive, in this case the goal of a healthy diet. (Peter, 2013). India's food labeling system encourages people to provide information about the sources and constituents of the processed foods they consume. For example, it allowed diabetics and other people suffering from cardiovascular problems to make informed choices while the Indian government pushed people to make the right choice for them. (Kumar, 2018). Ideally, the implementation of a fat tax should include nutritional and physical activity measures, especially since markets fail to assign healthy preferences on diet and activity. (Kuriakose, 2016). The fat tax was designed under the assumption that unhealthy eating habits are the cause of obesity, neglecting other disorders such as genetic, nutritional and disorders. (p.2). Kuriakose (2016) argues that policy targeting health benefits works better than the fat tax. For example, the Danish fat tax did not take the facts into account and therefore could not achieve the desired health benefits. However, Mexico's battle against obesity went through a set of policies that included both financial and informational interventions that led to the reduction of junk food consumption. (page 3). Therefore, implementing the fat tax on junk food alone will not explain or reduce obesity rates. The need for thorough and systematic research is essential. (Head, 2008). The high revenue collected from the fat tax can be allocated to informational and educational planning and advocacy. The information campaign could be organized within the village sectors with the involvement of village leaders and elders, because it gives the community a level of trust if new information comes from within the community. (Peter, 2013). Head (2013) argued that public information campaign is simply a tool of persuasion. Face to face interaction, rather than creating awareness through media platform, is a more effective technique to eliminate any barrier between politicians and people. (p.609). Similarly, McConnell (2010) argued that engaging stakeholders in dialogue could lead to successful policymaking. When considering successful policy design suggestions, it is important to understand the challenges faced when designing the policy. The Challenges of the Fat Tax In addition to generating massive revenue, the Fat Tax is short-lived. (Cornnelson, et al, 2014). ToFor example, the success of the Danish fat tax for a few weeks, prompted a huge influx of cross-buying and broader purchases of fatty foods. (page 19). In contrast, for food processing companies, the fat tax has proven to be a boon. By adopting strategic pricing, factories had changed the quality of processed foods, even the healthiest option by using cheap ingredients to generate profits. (p.21). Without a substitute, ideally a healthier option to compensate, consumers continued to lean on junk food. For example, consumers have reduced their consumption of other foods, including healthy foods, in order to afford junk food. This income effect posed another challenge when designing fat tax policy. (p.20). Challenges related to cross-price effects may strengthen substitution effects that could affect the fat tax overall. For example, the fat tax on sugary drinks could lead to a positive decline, however, the substitution effect can influence the decline of other complementary sugary products such as Indian sweets or ice creams. (page 20). Fat tax and a compensation of Subsidies for healthier foods seem to be a good option, however, people seem to respond to the losses much more than the positive response to what they are gaining. The reduction in healthier food options could lead to an increase in consumers' disposable income to purchase junk food. (page 21). This is an example of Peter's (2013) hyperbolic discounting. The initial focus of policy design should include sensitivities from other disciplines such as anthropology and behavioral economics to gain a better understanding of how people choose what, where, why, who, and how to get food. Due to the complexity of policy projects and the issues involved, policy makers must look beyond statistics and pie charts. (Cornnelson, et al, 2014). The criticism of implementing the behavioral approach is that it is often seen as weak. Motivating to change mentality and behavior could lead the government to push, rather than nudge. (Peter, 2013). There is a contradiction in the coordination (Peters, 2018) of policy design as the technical approach to problem solving is designed by a narrow circle of dominant actors, in this case, male MPs designing the fat tax, when obesity rates they are higher in women. (Testa, 2008). Rationality is evolved and strongly rooted in the Indian patriarchal system, and cultural and social beliefs of femininity have hindered women's role in physical activities. (page 4). Policy design is likely to fail if individuals misunderstand the policy and lack the knowledge to implement and interpret it. The lack of educational resources on policy and implementation skills also posed a challenge. (Hills, 2003). Conclusion The fat tax lacked scientific knowledge, as most of the evidence gathered came from statistics on obesity and nutrient-related health complications. It has especially neglected the interdisciplinary aspect, in relation to behavioral sciences to understand the roots and behaviorism of the culture of consumerism. Nudge theory is based on the concept that the state knows best and that it directs people towards what the state believes is the right path. (Peter, 2013). Any misunderstanding about consumer behavior could backfire and lead to an implementation gap in policy design. (Hills, 2009). Please note: this is just an example. Get one now:, 12(11).