The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India to immediately cease the sale of numerous food products marketed with “100 per cent” claims. The regulator stated these labels are misleading for consumers and violate established food advertisement and product claim regulations.
FSSAI Flags Misleading Labelling
The FSSAI's action targets products such as Dabur honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk. These items were promoted using claims like “100 per cent Natural,” “100 per cent Pure,” “100 per cent Purity Guaranteed,” “100 per cent Organic,” and “100 per cent Tender Coconut Water.”
According to the FSSAI, these claims do not comply with the Food Safety and Standards (Advertising & Claims) Regulations, 2018. Specific concerns were raised about Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, which displayed the 'Jaivik Bharat Logo' without the necessary FSSAI organic endorsement.
Additionally, Dabur Hommade Coconut Milk was flagged for its “100 per cent Purity” claim, which is not permitted for compound foods under current regulations.
Regulator's Directive and Dabur's Response
The FSSAI revealed it had previously issued a notice to Dabur regarding these misleading claims, but satisfactory corrective action was not taken. Consequently, the regulator has now mandated Dabur to halt sales of all identified products, along with any other food items carrying similar “100%” claims.
Dabur India has been given 15 days to submit an Action Taken Report to the FSSAI. In response, Dabur confirmed receipt of the notice and stated it is currently examining the concerns raised by the regulator.
This move is part of an broader increase in enforcement activity by the FSSAI, which has recently highlighted violations by various food businesses and online sellers, including alcoholic beverage and energy drink manufacturers.