The distinction between asli (genuine) and nakli (fake) is fundamental. Products must be what they claim to be—made from stated materials, produced through stated methods, from stated sources, with stated properties. This extends beyond counterfeiting to broader authenticity. Is the material as represented?
Is the production method as implied? Is the brand item genuine? Products make implicit promises through their presentation; failing to be genuine violates those promises.
This orientation has created sophisticated consumer skills—testing materials, recognizing quality markers, detecting inauthenticity. It has also created market structures addressing authenticity concerns: trusted sellers, certification systems, brand investments guaranteeing genuineness. Products that prove authentic build trust; products revealed as inauthentic lose it irreparably. When operating in Indian markets, ensure claims are defensible and products are genuinely what they present themselves as.