Abstract Incidence of non-communicable diseases (NCDs) such as diabetes and obesity is on the rise worldwide. Rising consumption of ultra-processed food (UPF) products or those high in fats, sugars or salt also called junk foods contributes to this grave situation. Increasing consumption of UPFs is associated with obesity, type-2 diabetes, cardiovascular disease, cancers, cerebral vascular disease and all-cause mortality. Aggressive and pervasive marketing of UPFs targeting children and adolescents leads to the development of preference for such junk foods, and turns diets to be unhealthy. India made progress in 2017 to document and recommend through national multisectoral plan of action to prevent and control NCDs using legal measures to have front-of-the-pack labels and ban on the advertisements. However, it remains to be implemented. This review article delves into scientific evidence on why there is need to prioritise regulating UPFs and high fat, salt and sugar (HFSS) foods in India, while there is need for mass awareness of citizens on the risks of UPFs and how to read labels of pre-packaged foods.