Fast-moving consumer goods (FMCG) companies are increasingly using Quick Response (QR) codes as a digital extension of their printed labels, providing buyers with verified information on ingredients, origin and legitimacy. While this is anticipated to promote confidence through such transparency, there is limited research on the influence of QR-code-enabled labelling on consumer trust and purchase decisions in Indian cities. The present study examined the impact of QR-code embedded digital product labelling on consumers’ trust and purchase intention toward FMCG products in Chennai city. In this study, a quantitative cross-sectional approach was utilised, and primary data were obtained using a structured questionnaire from 250 customers selected using stratified purposive intercept sampling from four zones of the city. Responses were evaluated on a five-point Likert scale and analysed using Pearson’s correlation, multiple and simple regression, mediation analysis and one-way ANOVA at five per cent significance level. All constructs were above the midpoint of the scale with consumer trust ranked the highest. The results show that information quality, openness and traceability explain 48.9 per cent of the difference in customer trust, with transparency having the biggest effect. Trust has a strong and favourable effect on purchase intention and mediates the relationship between digital labelling and buy intention. No significant differences in trust and buying intention between age, education and income groups. The study shows that QR-code labels do not directly impact buying intention, but indirectly influence it by establishing consumer trust. This means manufacturers should take the lead in providing accurate, transparent and traceable label material, while merchants and regulators may help raise awareness and uniform standards for digital labels.