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What do we find pure or unadulterated now-a-days? Duplicately branded ghee, adulterated petrol, turmeric mixed with chromate powder, chilli powder mixed with red colour, dal with stone bits, dust tea garnished by saw dust, white powder in salt, even fruits, vegetables and cereals sold in the market, reportedly contain high level of toxic metals like lead, nickel, cadmium etc. A survey conducted recently, by a private agency revealed that all the cold drinks like Pepsi, Coca Cola etc are found adulterated with unhygienic substance. The episodes of Coca Cola has been in international news several times. National Dairy Development Corporation also conducted a survey, which revealed that 90% of the edible oils available in the market contain highly toxic substances. Adulteration is the term used to describe deliberated contamination of food items diluting their purity. This is done in order to increase profitability or sometimes in order to meet the increased demand. Food items could be adulterated by using neutral or non-harmful additives, like mixing pure water in milk, but sometimes the nature of consumers like adding urea to milk. Though, adulteration in any form is not acceptable at all but, the latter needs to be identified and rooted out at a priority as it lead to disastrous circumstances. Food adulteration has become the order of the day and consumer education and awareness is the need of the hour, assert experts. A common mistake committed by most consumers is to blindly pick up any product without reading the label which includes details like batch number, expiry date, manufacturer's name and address. Sometimes, it is a spurious or duplicate product and can be mistaken for a reputed brand. The consumer has to keep his eyes open while buying a product. One must avoid informal transactions which deprive the consumer of a receipt of the purchase made.