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Notes from the team — shorter, stranger, in-progress.

Methodology debates, follow-up reporting, field notes from shelf surveys, and the occasional rant. Not the same as a Guide — these are working drafts of our thinking.

Field notes · 14 Apr

Three days, four cities, one shopping list — what 2026's shelf actually looks like.

We sent buyers to Mumbai, Bengaluru, Delhi and Pune with the same list of 18 SKUs. The price spread on a single jar of creatine reached ₹820 — and that's before the question of whether all eight units were the same product.

Aarav S. · 8 minRead

Methodology · 9 Apr

Why we still won't run an "Editor's Pick" badge.

Every quarter someone in the team raises this. Here's why we keep voting it down — and the one form of it we'd actually consider.

Priya K. · 6 minRead

Older posts

Notes from the team — shorter, stranger, in-progress.

Three days, four cities, one shopping list — what 2026's shelf actually looks like.

Why we still won't run an "Editor's Pick" badge.

Behind the score: how a 7.5 became a 6.1 in 14 days.

Reading list — five papers that changed our position on melatonin.

What we found in the bottom drawer of a Bengaluru pharmacy.

The "clinical dose" question we keep arguing about internally.

Behind the score: the curcumin row we couldn't agree on.

Reading list — what we're following on plant proteins this quarter.

Three things every fish-oil bottle tells you, and one it hides.