Cleanse & detox brands

Cleanse & detox brands began marketing a "Detox Lentil Stew" for 6, positioning it as a cleansing one-pot meal. This product, essentially a rebranded version of a traditional Indian dish, was presented to consumers without acknowledging its cultural roots or the original context of its preparation and consumption.

The dish in question is Khichdi (खिचड़ी), a pan-Indian comfort food made from rice and lentils. It is traditionally prepared as a simple, easily digestible meal, often given to the sick, the elderly, and young children due to its nourishing and gentle properties. Its cultural significance lies in its role as a staple, a restorative food, and a symbol of simplicity and well-being, rather than a specialized 'detox' item.

The rebranding of Khichdi as a high-priced "Detox Lentil Stew" by cleanse and detox brands sparked criticism from cultural commentators and members of the Indian diaspora. Objections centered on the appropriation of a common, affordable, and culturally significant dish, stripping it of its original context and selling it at an exorbitant price. Critics highlighted the lack of recognition for the dish's origins and its traditional role as a humble, healing food.