The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India Ltd. from selling several food products carrying “100%” claims, stating that such labels are misleading, unverifiable and capable of deceiving consumers. According to the regulator, claims including “100% Natural”, “100% Pure”, “100% Purity Guaranteed”, “100% Organic” and “100% Tender Coconut Water” violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
The action covers a range of products, including honey, organic honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk. FSSAI said these products were being marketed on the company’s website with claims that do not comply with existing regulations and could create a misleading impression regarding their quality and purity.
During its review, FSSAI found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without valid FSSAI organic endorsement. The regulator stated that the logo can only be used after obtaining the required organic certification and regulatory approval. It also flagged Dabur Hommade Coconut Milk, which carried the claim “100% Purity”, saying such a claim is not permissible for compound food products under the 2018 advertising and claims regulations.
FSSAI said it had earlier issued a notice directing the company to discontinue the misleading “100%” claims and take appropriate corrective measures. However, according to the regulator, Dabur did not take satisfactory action, prompting the issuance of the prohibition order.
Under the order, Dabur has been directed to immediately stop selling all food products identified in the notice, along with any other products carrying misleading “100%” claims. The company has also been instructed to submit an Action Taken Report (ATR) within 15 days, detailing the measures taken to comply with the regulator’s directions.
Responding to the action, Dabur India said it had received the FSSAI notice and was reviewing the content referred to by the regulator. The company stated that it is examining the observations made in the notice and will take appropriate steps wherever required. It has not issued a detailed response to the allegations at this stage.
In recent months, FSSAI has intensified its scrutiny of food product advertising, labelling and online marketing practices. The regulator has increasingly used social media and other public platforms to highlight enforcement actions against food business operators, e-commerce platforms and brands found to be violating food safety and advertising regulations.
Experts say that all claims made on food products must be scientifically substantiated and fully compliant with regulatory standards. Claims that cannot be objectively verified or that create a false impression about a product’s quality, purity or composition may violate both food safety regulations and consumer protection norms. They note that regulatory enforcement is intended not only to ensure legal compliance but also to promote transparency and enable consumers to make informed purchasing decisions. Attention will now focus on how Dabur complies with FSSAI’s directions within the stipulated timeframe and whether the regulator initiates any further enforcement action.
