FSSAI Bars Dabur India From Selling Food Products With Misleading "100%" Claims

In a major regulatory crackdown on misleading food product labeling, the Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order against Dabur India Limited, barring the company from selling several food items carrying "100 per cent" claims. The food safety regulator stated that absolute claims such as "100% Pure", "100% Natural", "100% Purity Guaranteed", "100% Organic", and "100% Tender Coconut Water" violate official food safety norms as they are ambiguous, unverifiable, and likely to deceive consumers.

The prohibition order covers a wide range of popular kitchen and health products sold on the company's website and retail platforms, including Dabur Honey, organic honey, cow ghee, sesame oil, virgin coconut oil, apple cider vinegar, coconut water, and coconut milk. According to the FSSAI, advertising terms like "100% Purity" on compound foods like coconut milk are explicitly not permitted under the Food Safety and Standards (Advertising and Claims) Regulations, 2018.

Furthermore, the regulator pointed out that products such as Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were illegally displaying the 'Jaivik Bharat' logo on their packaging without holding a valid FSSAI organic endorsement certificate. The FSSAI noted that an earlier notice was issued to Dabur directing them to discontinue these claims, but the company failed to take satisfactory corrective measures.

Directing Dabur India to immediately stop the sale of all non-compliant food products carrying "100%" tags, the FSSAI has ordered the FMCG major to submit an Action Taken Report (ATR) within 15 days. In response, Dabur stated that it has received the regulatory notice and is currently reviewing the content mentioned on its website to ensure full compliance.