The present disclosure relates to the field of product authentication and verification and discloses a system (100) and method (200) to authenticate a product. The system (100) comprises a memory (102), a scanning module (104), a product identification module (108), a first re-direction module (106) and a second re-direction module (110). The product identification module (108) detects a design printed on the packaging of products and identifies products based on pre-trained machine learning model and detected design. The scanning module (104) facilitates user to scan visual codes printed on products and extracts UIDs and verification URLs from scanned visual code. The first re-direction module (106) receives extracted UID and verification URL if product is identified and screens extracted URL to identify its authenticity. The second re-direction module (110) re-directs users to a third-party verification platform at the embedded URL for product verification if product is not identified.