Fast-moving consumer goods (FMCG) major Dabur India has publicly defended its use of "100%" claims on several food product labels, maintaining that these descriptions align with existing legal and regulatory frameworks and reflect long-standing industry practices.
The company's clarification comes in response to a prohibitory order issued by the Food Safety and Standards Authority of India (FSSAI) on August 3, 2026, which directed Dabur to cease selling products featuring such claims. The FSSAI contends that terms like "100% Natural," "100% Pure," and "100% Organic" are ambiguous, unverifiable, and potentially misleading to consumers.
Despite its defense, Dabur stated it had already initiated the process of removing these claims from product labels, advertisements, and its website. The company emphasized that this transition began even before receiving the FSSAI's latest order, portraying itself as a responsible corporate citizen. Most of the affected labels and digital content are either updated or in the process of being changed.
Dabur clarified that the dispute centers solely on the interpretation of product descriptions, not on the quality, safety, or purity of its products. The company reiterated its commitment to the highest standards of quality and asserted that it has never made misleading claims.
The FMCG firm is actively exploring its legal options regarding the FSSAI order and plans to continue constructive engagement with the regulatory body to resolve the issue. Dabur anticipates any business impact from this directive will be limited to the specific food products covered by the FSSAI's objections.