In the world we live in today, we usually value convenience over consciousness—particularly when it comes to food. Shelves in supermarkets are stocked with items that guarantee months—even years—of shelf life. But have we stopped to consider what makes them live through that long? And more significantly—at what price on our life?
At Maatru Rasah, we recently posted a short but impactful video on all social media. The message was simple, but profoundly reflective:
"Don't just test how long something lasts. Test what's causing it to last that long."
For, though that jar sitting on the shelf may last a year, what is it doing to you?...
Shelf Life is Not Self-Life
When we speak of "shelf life," we're usually referring to chemicals—preservatives, artificial stabilizers, synthetic flavorings, emulsifiers, and other additives intended to prevent food from spoiling. They prolong the product's shelf life, not for you, but for the ease of mass production, storage, and transport. Truth be told, though they might make food look fresh or be visually appealing on a shelf, often enough, they have a silent price to pay to your well-being.
Video Link: https://www.instagram.com/p/DGGe_j-BJFG/
In our recent video, world-renowned oncologist Dr. Anshuman Kumar points out this very issue. He tells us how a lot of lifestyle diseases such as cancer are being more directly linked to our day-to-day food choices—particularly the frequent consumption of ultra processed, chemically loaded packaged foods. Although these products have longer shelf lives, they are often made with ingredients your body does not recognize, digest, or shed well.
These additives, in time, can lead to digestive problems, hormonal imbalance, compromised immunity, and even life-threatening diseases. Your body was created to digest fresh natural food—not artificial preservatives to promote shelf life.
Dr. Anshuman Kumar's message in the video is a strong reminder to us all:
"The longer the product's shelf life, the more it may shorten your self-life."
Our video urges viewers to question what they’re consuming. Look beyond the expiry date. Read the ingredient list. Ask yourself—Is this nourishing me, or just surviving on a shelf?
At Maatru Rasah, we think your self-life—your health, your energy, your lifespan—is a heck of a lot more valuable than the ease of a durable product. That's why we take a hard pass on preservatives, give a warm welcome to old-school know-how, and make every product in small, homemade batches—just like your grandparents used to do.
Why Maatru Rasah Does It Differently
- At Maatru Rasah, we believe health starts in your kitchen. That’s why:
2. We prepare all our products in small, fresh batches.
3. Every recipe is free from preservatives, colors, and artificial additives.
4. Our pickles, ladoos, and chutneys are rooted in ancient wellness wisdom—not factory formulas.
5. We deliver homemade authenticity in every spoonful.
We don’t make products that sit on shelves forever. We make products that make you feel better, day after day.
The Mission: Not Sales, but Health Awareness
This is not a marketing message. It's a movement.
A call to action to all consumers to be more aware. To select nourishment instead of numbers. To see past the expiry date and read the ingredient list.
Because our mission at Maatru Rasah is larger than business—it's about creating a community that prefers well-being over shortcuts.
What Can You Do?
✅ Read labels attentively—not only expiry dates, but the ingredients
✅ Steer clear of preservatives wherever possible
✅ Patronize small, clean, homemade food brands
✅ Pass the awareness on to friends and family
✅ Listen to your gut—literally!
Final Thoughts
If one thing we want to leave you with after watching our video is this:
"Shelf life shouldn't come at the cost of your self-life."
Choose consciously. Choose clean. Choose homemade.
Choose Maatru Rasah.
