To curb the growing circulation of counterfeit and illegally imported cosmetics in the market, the Drugs Control Department launched a statewide enforcement drive called Operation Soundarya in 2023. The initiative was introduced after inspections revealed that many cosmetic products being distributed across the state were either fake, improperly manufactured, or brought into the market without following legal procedures.

Operation Soundarya is a series of coordinated raids and inspections aimed at identifying and removing such products from the market. So far, the operation has been carried out in three phases, during which enforcement teams inspected shops, warehouses, and distribution centres across the state.

During these inspections, officials seized counterfeit and misbranded cosmetics worth ₹7,59,303. These included products manufactured and distributed without complying with the standards prescribed under the Cosmetics Rules, 2020, as well as items produced and sold without proper cosmetics manufacturing licences. Some of the seized products had also been introduced into the market without adhering to any of the provisions of the Drugs and Cosmetics Act.

Strict legal action has been initiated against those involved in these violations. Eighteen cases were registered during Phase I, twenty-two cases in Phase II, and twelve cases in Phase III of the operation.

Authorities point out that misleading labels and exaggerated advertising claims often attract consumers to such cosmetic products. The uncontrolled use of these products can lead to various skin problems and other health risks. In many cases, counterfeit products are also marketed under the names of well-known brand companies, making it difficult for consumers to identify genuine products.

Through Operation Soundarya, the Drugs Control Department has intensified inspections across the state to prevent the inflow of counterfeit cosmetics that may harm public health. The department continues to take strict action against manufacturers, distributors, and sellers who violate the law, ensuring that only safe and legally approved cosmetic products reach consumers.