Solutions · FMCG

A refilled bottle and a copied carton at 25% of the market, on a product whose margin cannot carry an expensive label.

The cheapest serialised code that still answers honestly, and a consumer promotion that pays for the label.

The trade that scans here: kirana, modern trade.

What a fake costs you here

25% of FMCG is perceived as counterfeit, and 27% of consumers encountered one in the last year.
Source: ASPA–CRISIL, State of Counterfeiting in India 2025
37% already check QR codes and 42% check holograms before buying.
Source: ASPA–CRISIL, State of Counterfeiting in India 2025
Illicit packaged food was 25.4% of the category in 2022-23.
Source: FICCI CASCADE

Who scans, in order

The people who handle it: retailer, kirana, stockist, distributor, consumer.

01
Distributor
checks the shelf code
02
Retailer
checks the shelf code
03
Consumer
scans before buying, and claims the promotion

FIG E.6Who scans, in order. The trade that decides the sale is the one the code has to reach.

The regulation

None. No rule mandates a code. FSSAI labelling rules apply to what is printed, not to a unique identifier.

What we would print

The cheapest credible option at volume: one code per pack, into whatever is already being printed — usually a laminate pouch or a carton, not a label — with Dual Code only on the SKUs worth protecting. On a pouch the hidden code goes on the inside web, which is genuinely unreachable until the pack is opened.

What each substrate can carry, and where a format cannot hide a second code: the substrate table.

How it runs

AVRA Verify, with AVRA Rewards as a consumer promotion rather than a trade one.

AVRA Verify: Product Authentication.

AVRA Verify puts a unique, single-use code on every unit a brand ships, printed into whatever it already buys — a label, a carton, a pouch, a sleeve — by its own printer. The code is ten characters from a 31-character alphabet with no lookalikes — roughly 8 × 10¹⁴ possibilities — so it cannot be guessed. It is dead when it is printed and only starts answering when the print run passes QC and the batch is activated, which is why a leaked print file or a press overrun verifies nothing. A consumer opens the camera, scans, and reads a plain verdict in under two seconds with no app and no login. Where the pack can hide a second code there are two: a shelf code anyone can check before buying, and a hidden code — under a scratch panel, a cap seal, a carton flap or the inside web of a pouch — that only the buyer can reach.

How AVRA Verify works →

AVRA Rewards: Channel Incentives.

The electrician decides which coil goes into the wall, and brands already spend crores on schemes that pay the wrong person a quarter late. AVRA Rewards pays per unit, to the person holding it. The reward sits behind a second factor the buyer had to physically reach — a scratch code under foil, or a second QR inside the pack — so it cannot be claimed off a shelf. One phone is one identity across every brand on the platform; a wallet is per brand. Campaigns carry their own rate, window and budget, and the budget is checked under a lock at the moment of claim. Payouts run on the brand’s own Razorpay X or Cashfree account, so AVRA never holds the brand’s reward money.

How AVRA Rewards works →

The objection you have

“At my unit economics, a code on every pack is real money.”

It is, and on a low-margin SKU the honest answer may be that this is not for you. Two things change the arithmetic: the same label can carry a consumer cashback, which is a promotion budget you are already spending; and you do not have to code every SKU — the one being refilled is usually the one worth the label.

Where to start

The single SKU with a refill problem, or a festival promotion where the reward budget already exists.

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It is normal here

Consumer QR-checking behaviour is already at 37% in this category, the highest after pharma. The promotion side is crowded with agencies, which is a sign of spend, not of an absence of need.

Source: ASPA–CRISIL, State of Counterfeiting in India 2025

What every industry asks first

Will my printer have to change anything?: No new press and no new software on the line. The code is one more element in the artwork your printer already runs — on a label, a carton, a pouch or a sleeve. The one requirement is a matte, light area under the code, because a phone camera cannot read through a glare.
Does the buyer need an app?: No. A plain phone camera opens the verdict page; there is nothing to install and no login. A reward claim or a warranty registration happens in the same browser, with a phone number and a one-time code.
Do we have to change our packaging?: No. The code goes into what you already buy, printed by the supplier who already prints it. Where the pack can hide a second code — under a scratch panel, a cap seal, a carton flap or the inside of a pouch — it runs Dual Code; where it cannot, it runs single mode, and we say which.
How long until it is live?: Your printer's account and first credits on day one, your brand and product the same day, a test batch of 200 on day two — then your press schedule. A batch goes live the day it passes QC and is activated, so the slowest step is the press, not the software.

Print one batch and scan it yourself.

The fastest way to judge this is a sheet of real labels and a phone.

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Trust, made visible.

connect@avrascan.com · +91 91737 47583 · Navacara Infotech, Ahmedabad, Gujarat, India