The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India to immediately stop the sale of several food products carrying ‘100%’ claims, stating that the labeling violates the Food Safety and Standards (Advertising and Claims) Regulations, 2018 and is likely to mislead consumers.
The prohibition order covers a range of products, including honey, organic honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk. According to the regulator, these products were marketed with claims such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’, ‘100% Tender’ and ‘100% Original’, which it described as ambiguous, unverifiable and non-compliant with existing regulations.
FSSAI said the company has been instructed to immediately halt the sale of the identified products and any other food products carrying similar ‘100%’ claims. It has also directed Dabur to recall the affected products from the market, submit an Action Taken Report (ATR) within 15 days, and provide a compliance report on the corrective measures undertaken.
The regulator further stated that some products, including Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, were displaying the Jaivik Bharat logo without a valid FSSAI organic endorsement, which it said contravenes the Food Safety and Standards (Organic Foods) Regulations, 2017. It also noted that Dabur Homemade Coconut Milk carried a ‘100% Purity’ claim, which is not permitted for compound foods under the advertising and claims regulations.
According to FSSAI, the action follows an earlier notice issued to the company directing it to discontinue the use of misleading ‘100%’ claims. The regulator said no satisfactory corrective action had been taken, prompting the issuance of the prohibition order.
Responding to the order, Dabur India said it believes the declarations on its product labels comply with the prevailing legal and regulatory framework and are consistent with long-standing industry practices. The company maintained that it stands by the purity and quality of its products and has never made misleading claims.
Dabur also stated that it had already begun transitioning product labels, advertisements and website content to remove the disputed ‘100%’ claims. According to the company, most of the affected labels and promotional materials have either already been updated or are currently in the process of transition.
The company said it is responding to the regulator and will continue to engage constructively with FSSAI to resolve the matter. It added that the prohibition order is expected to have only a limited impact on its business operations, as it is confined to the specific food products identified by the regulator.
Following reports of the regulatory action, Dabur India’s shares declined by around 4% during trading on the BSE.