The Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order against Dabur India Limited, directing the company to immediately halt the sale of food products carrying misleading ‘100%’ claims on their labels and website listings.
The order covers a wide range of Dabur products including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and several other items that were found displaying claims such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’, and ‘100% Tender Coconut Water’.
Why FSSAI Acted
According to the regulator, these claims are in direct contravention of the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which prohibit the use of ambiguous, unverifiable, or potentially misleading statements on food product labels. FSSAI noted that such claims cannot be substantiated and are likely to mislead consumers about the true nature, composition, or quality of the product.
Organic Logo Violation
The action also flagged two specific products. Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were flagged for displaying the Jaivik Bharat Logo without holding a valid FSSAI organic endorsement. Additionally, Dabur Homemade Coconut Milk was found carrying the claim ‘100% Purity’, which is not permissible for compound food products under the applicable regulations.
Prior Notice Went Unaddressed
FSSAI stated that it had previously issued a notice to Dabur directing it to discontinue misleading ‘100%’ claims. However, the company failed to take satisfactory corrective action, prompting the regulator to escalate to a formal prohibition order.
Dabur India Limited has been directed to submit an Action Taken Report (ATR) to FSSAI within 15 days.
Part of a Broader Enforcement Drive
This action is part of FSSAI’s intensified enforcement drive in recent months, during which the regulator has been actively using its social media platforms to publicly communicate enforcement actions against food business operators and e-commerce companies selling non-compliant products. Several alcoholic beverage brands and energy drink manufacturers have also come under FSSAI’s scrutiny during this period.
What This Means for Food Businesses
This case serves as a clear reminder that all food product claims, including those as seemingly straightforward as ‘100% Natural’ or ‘100% Pure ‘, must be scientifically substantiated and fully compliant with FSSAI’s Advertising and Claims Regulations before appearing on labels, packaging, or digital platforms.
Food businesses are advised to conduct periodic label compliance reviews to ensure all claims meet regulatory requirements and avoid the risk of enforcement action, product recall, or reputational damage