Mills across India want people to consume more sugar: Here is why

Consumption in India has stagnated at 19 kilograms per capita per year compared with a global average of 23 kilograms

In a world where sugar has attracted increasing scrutiny for its impact on health and obesity, there are moves afoot in the biggest consuming country to persuade people to eat more of the sweetener.

Mills in India are eyeing increased consumption as a way to cut the nation’s chronic oversupply, which stems partly from the favorable incentives provided to growers in politically powerful rural areas. High production costs mean the country finds it hard to sell sugar on the global market without subsidies.

To push forward their initiative, the mills have begun an online campaign to boost domestic demand, involving workshops and