India’s food regulator has ordered Dabur India to stop selling a range of food products carrying “misleading” 100% claims.
In a notice published on the social media platform X, the Food Safety and Standards Authority of India (FSSAI) said the Dabur product labels breach advertising and organic-food rules.
FSSAI added the products concerned were sold on Dabur’s website with claims such as “100% Natural”, “100% Pure”, “100% Purity Guaranteed”, “100% Organic” and “100% Tender Coconut Water”.
“The use of the 100% claims are in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers,” the regulator said.
The products identified by the FSSAI include honey, apple cider vinegar, and virgin coconut oil along with cow ghee, coconut water and coconut milk.
The regulator also said Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement, which it said was a breach of the FSS (Organic Foods) Regulations, 2017.
Separately, the FSSAI flagged Dabur Hommade Coconut Milk for being marketed with the claim “100% Purity”, saying such a representation “is not permissible for compound foods” under the advertising and claims regulations.
The order follows what the FSSAI described as a failure by Dabur to comply with an earlier direction to withdraw the claims.
“Despite an earlier notice directing discontinuation of misleading ‘100%’ claims, no satisfactory corrective action was taken by the FBO,” the regulator said, referring to the food business operator.
The FSSAI directed Dabur to “immediately prohibit the sale” of the products named in the notice as well as any other food products carrying similar 100% claims.
It has also asked the company to submit an "action-taken report" within 15 days of the notice posted on X yesterday (3 August).
The regulator's directive marks the latest intervention by the FSSAI over labelling and product representation following a separate crackdown on certain spirits producers over flavour-related disclosures and age claims.
Just Food has contacted Dabur for comment.
