Indian consumer goods giant Dabur has escalated its dispute with the Food Safety and Standards Authority of India (FSSAI), accusing the regulator of favouritism by banning the use of “100 percent” claims on food products. The company has filed a writ petition in the Delhi High Court, arguing the prohibitory order was issued without due process and serves the business interests of other manufacturers.
FSSAI Order Impacts Rs 150 Crore Inventory
According to Dabur, the FSSAI order, received on August 3, 2026, directs the company to cease selling several products marketed with claims such as “100% Natural,” “100% Pure,” and “100% Tender Coconut Water.” This directive covers 11 of Dabur’s key products, including Dabur Honey, Dabur Virgin Coconut Oil, and Réal Activ Coconut Water. The company estimates that inventory worth Rs 150 crore is now at risk of destruction.
Dabur’s petition highlights that the order was issued without a show-cause notice, improvement notice, or an opportunity for the company to be heard. It further contends that the FSSAI failed to provide reasoning for how “100 percent” claims disparage other manufacturers’ products, despite such expressions being widely used across the industry.
Dabur Maintains Product Purity and Compliance
The FSSAI order suggests that Dabur’s “100 percent” claims are misleading and violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018. However, Dabur asserts that its labels comply with all legal and regulatory frameworks, reflecting long-standing industry practices. The company firmly stands by the purity and quality of its products, stating it has never made misleading claims.
Notably, Dabur also pointed out inconsistencies in the FSSAI’s application of the order, citing instances where products like DABUR HOMMADE Coconut Milk and DABUR Cold Pressed Sesame Oil, which never carried “100%” claims, were still implicated, suggesting a lack of proper examination.
Reputational Damage and Supply Chain Disruption
Dabur claims it had already initiated the process of removing “100 percent” claims from its labels, advertisements, and websites even before receiving the prohibitory order. Despite this, the public release of the FSSAI order, including its dissemination on social media and advice to channel platforms, has reportedly damaged Dabur’s reputation and disrupted its retail supply chain.
Evidence presented in court filings includes communications from major retailers like Blinkit, which urgently disabled listings of affected products, and Hilton Hotels, which sought clarification on which Dabur products to exclude. Dabur is currently exploring all legal avenues and engaging with the regulator to resolve the matter.