New Delhi : The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd. to immediately stop the sale of several food products carrying “100%” claims, stating that such claims are ambiguous, unverifiable and likely to mislead consumers, in violation of India’s food advertising and labelling regulations.
The prohibitory order covers a wide range of products, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk and other food products marketed with claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water.”
According to FSSAI, these claims violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which prohibit misleading, exaggerated or unverifiable claims that may influence consumer purchasing decisions.
The regulator also observed that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement, allegedly violating the Food Safety and Standards (Organic Foods) Regulations, 2017.
Additionally, FSSAI objected to Dabur Hommade Coconut Milk carrying the claim “100% Purity,” stating that such a declaration is not permitted for compound food products under the existing advertising regulations.
The action follows Dabur’s alleged failure to satisfactorily comply with an earlier regulatory notice directing it to discontinue the disputed claims.
FSSAI has instructed the company to immediately withdraw from sale all food products identified in the notice, along with any other products carrying similar “100%” claims, and submit an Action Taken Report (ATR) within 15 days.
Dabur Responds
In its first official response, Dabur stated that it is examining the legal aspects of the order while reaffirming its commitment to regulatory compliance.
The company said it has already initiated the transition of product labels, advertisements and website content by removing the “100%” claims mentioned in the FSSAI notice.
“As a responsible corporate citizen, Dabur has already initiated transitioning of the product labels to new labels and advertisements without the 100% claim. Most product labels, advertisements and website content have either already transitioned or are currently in the process of transition. The company is responding accordingly to FSSAI and will continue to engage constructively with the regulator to resolve the matter,” the company said.
The development highlights FSSAI’s increasing scrutiny of food marketing practices, particularly claims relating to purity, natural ingredients and organic certification, as the regulator intensifies efforts to curb misleading advertising and strengthen consumer protection in India’s food sector.
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