Ability to ensure ‘safe food’ for its populace is a key issue for developing countries from the public health perspectives. In recent years, there has seen some efforts towards generation of ‘consumer awareness’ through actions by non-governmental organizations and other research institutions. Using a primary survey data from India, this paper examines the link between consumer awareness and household and village level characteristics. We show that number of years of education of the household members, wealth status of the household along with village level infrastructural facility play a role in raising consumer awareness about food adulteration in domestic market. Copyright © 2012 John Wiley & Sons, Ltd.