At the sixth Traceability and Authentication Forum 2025 held in Delhi in March, Tracesci presented its comprehensive end-to-end track-and-trace solution to enhance product and package security. Kunal Kothari, general manager of Tracesci Global, described the company’s blockchain-based authentication system and explained how it offers brands real-time insights into a product’s GPS location, scanning patterns and suspicious activity alerts.
Regarding the growing threat of counterfeit products to brand reputation and public health. Kothari said, “Counterfeit products are not just a financial loss, they pose significant safety risks. At Tracesci, our mission is to safeguard brands and ensure consumers receive genuine, safe products.”
Noting the erosive financial implications of counterfeiting, Kothari pointed to the return on investment (ROI) that brands could expect from implementing an authentication solution. According to him, companies often underestimate the long-term damage to brand value caused by counterfeit products.
“The loss incurred from fake products circulating in the market far exceeds the cost of investing in an authentication solution. When brands integrate any authentication solution, they protect their reputation and achieve better ROI,” he said.
Premium products, in particular, face heightened risks without proper authentication measures, he said. “If a high-value product lacks authentication and counterfeit versions of it enter the market, brand credibility is severely impacted. On the other hand, authentication technology builds consumer trust, strengthening the brand’s market position.”
Kothari drew parallels with India’s successful adoption of the UPI system to illustrate how collaborative efforts can drive large-scale change. He credited UPI’s widespread success to active involvement from the government, financial institutions, brands, and payment gateways. According to him, a similar collective approach is necessary to effectively tackle counterfeiting.
“The government’s role is crucial in implementing and enforcing regulations. Brands, regulators, and technology providers must collaborate to develop a robust system against counterfeiting,” Kothari asserted. He said Tracesci works closely with brand owners to offer consumer engagement programs. These initiatives aim to educate consumers in identifying genuine products, thereby strengthening brand loyalty and reputation.
Looking ahead, Kothari said Tracesci is developing AI-powered tools to analyze sales trends and counterfeiting patterns through product visualization.
