The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India to immediately halt the sale of several food products carrying what it described as misleading “100%” claims. The regulator said such labels—widely used across Dabur’s product range—are ambiguous, unverifiable, and violate the FSS (Advertising & Claims) Regulations, 2018, following which the shares of Dabur India slipped 2.42% on 4 Auggust.
Dabur said in a statement that it stands by purity and does nit make misleading claims, adding it may take legal recourse.
In its prohibition order, the FSSAI highlighted multiple violations, including the use of absolute phrases such as ‘100% Pure,’ ‘100% Natural,’ ‘100% Organic,’ and ‘100% Tender Coconut Water’ on product listings. It also flagged the unauthorized use of the Jaivik Bharat logo on items such as Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, noting that these products lack valid organic certification under FSSAI norms.
Further scrutiny revealed that Dabur Hommade Coconut Milk was allegedly marketed with a ‘100% Purity’ claim, which is not permitted for compound or mixed food products under existing regulations.
The order affects a range of everyday kitchen staples, including honey, cow ghee, apple cider vinegar, edible oils such as virgin coconut and sesame oil, as well as coconut water and coconut milk.
FSSAI has given the company 15 days to withdraw the non-compliant products from the market and submit an action-taken report. Dabur India, in response, said it is reviewing the notice and verifying the flagged claims across its platforms.
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Naresh Khanna – 10 February 2025
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