Hyderabad doctor quits Instagram after long battle over ORS-like beverage branding: ‘Tired of fighting alone’

Hyderabad Doctor Steps Down From Instagram Amid ORS Branding Dispute

Hyderabad doctor quits Instagram after long - Hyderabad doctor quits Instagram after a protracted struggle over the branding of ORS-like beverages, which she claims have led to widespread consumer confusion. Dr. Sivaranjani Santosh, a paediatrician based in Hyderabad, has decided to leave the platform following years of campaigning against products that mimic Oral Rehydration Solution (ORS). Her efforts, which spanned eight years, aimed to highlight how misleading branding could compromise public health by making non-medical drinks appear as therapeutic solutions for dehydration. The decision to exit Instagram underscores her frustration with the lack of institutional backing and the persistence of corporate influence over health terminology.

Why the Fight Continued

Dr. Santosh’s campaign gained traction as she voiced concerns about the similarity between ORS and electrolyte beverages. Speaking to The Indian Express, she explained that the battle had become overwhelming due to the absence of support from medical organizations. “I am tired of fighting alone,” she said, adding that the Indian Academy of Paediatrics (IAP) had shown “pathetic slavery to pharma” by allowing misleading promotions. Her resignation from the IAP, which was eventually accepted, symbolized her resolve to take the fight beyond institutional walls and onto social media, where she had previously raised awareness.

“Finally, my resignation from the IAP has been accepted, thankfully! So far, I had to show some restraint before calling the leadership out for their pathetic slavery to pharma! Now, I am under no obligation to show that restraint!”

Focus on Kenvue’s Rebranding

Kenvue, a brand formerly under Johnson & Johnson’s consumer health division, became a central figure in Dr. Santosh’s campaign. The Food Safety and Standards Authority of India (FSSAI) had previously banned the use of “ORS” for non-compliant electrolyte drinks, prompting Kenvue to rename its hydration product to EZRL. However, the company retained “ORS” in its diarrhoea-specific formula, which Dr. Santosh argued still posed risks. She pointed out that the product name, font style, colors, and packaging of the new branding closely mirrored the original, potentially leading to misunderstandings about the drink’s medical purpose.

Dr. Santosh’s trademark opposition in February was a pivotal move in her fight. She emphasized that even after the rebranding, the similarity between Kenvue’s products and ORS could mislead parents and caregivers, especially in emergencies where quick access to hydration is critical. The debate over branding highlights the broader issue of how companies use familiar terms to market products, often blurring the lines between medical necessity and commercial convenience.

Kenvue’s Defense

Kenvue contested Dr. Santosh’s trademark opposition, asserting that the filing was motivated by “mala fide intent” to delay its product launch. The company claimed that its new brand name, ERZL, adhered to FSSAI guidelines, which restrict the use of “ORS” for non-medical beverages. According to Kenvue, the term “ORS” was specifically reserved for therapeutic use, while their product was designed for hydration, not as a medical solution. They further argued that the absence of the “ORS” term in the new branding rendered it non-misleading.

Despite Kenvue’s defense, Dr. Santosh maintained that the visual and linguistic similarities between the old and new branding still created a risk. She argued that the public might perceive ERZL as a substitute for ORS, especially in regions where dehydration is a common health issue. This tension between regulatory compliance and consumer perception has sparked renewed discussions about the importance of transparency in health-related marketing.

Legacy of the Campaign

Dr. Santosh’s campaign has left a lasting impact on public health discourse in India. By leveraging social media, she amplified the voices of medical professionals and parents concerned about misleading product labels. The attention her efforts garnered highlighted the role of individual advocates in challenging corporate practices within the healthcare sector. While her resignation from Instagram marks the end of her direct involvement, the debate over ORS branding is far from over.

Her advocacy also prompted a closer look at the collaboration between medical institutions and beverage companies. The Indian Academy of Paediatrics (IAP) acknowledged the issue but stressed that the distinction between ORS and electrolyte drinks was clear. Dr. Santosh, however, argued that the presence of promotional stalls at IAP events, such as the Pedicon conference, blurred this boundary. Her campaign serves as a reminder of the need for stricter oversight in how health terms are used in commercial contexts, particularly when it comes to products targeted at vulnerable populations.

Broader Implications for Health Communication

The case of Dr. Santosh and Kenvue underscores the growing importance of health communication in the digital age. As social media platforms become hubs for health information, the accuracy of branding can influence public understanding and behavior. Her decision to quit Instagram reflects the challenges faced by medical professionals who seek to correct misinformation but are often met with resistance from industry players and regulatory bodies. The campaign has sparked a national conversation about the responsibility of both manufacturers and medical organizations in ensuring that health-related terms are not misused for commercial gain.

Dr. Santosh’s story also highlights the emotional toll of prolonged advocacy. Her journey from raising concerns to resigning from a key professional body demonstrates the intersection of personal conviction and institutional inertia. While the battle may have reached a turning point, the broader implications for health branding remain significant. As more companies adopt similar strategies, the need for clear regulations and public education becomes increasingly urgent. The Hyderabad doctor’s exit from Instagram is not just a personal decision but a symbolic step in the ongoing fight for transparency in health marketing.