The Economic Times

On their toes: Brands step up anti-counterfeit drive as fake products flood markets

Companies are fighting a rising tide of fake goods. Brands from toothpaste to cigarettes are changing packaging and tightening checks. Counterfeiters are becoming more skilled, replicating even holograms. This crisis is escalating, forcing businesses to take enforcement into their own hands. Social media amplifies the damage to brand image, making continuous education of distributors and retailers crucial.