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FSSAI faults Dabur food products
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Thursday, 06 August, 2026, 08 : 00 AM [IST]
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Kimberley Almeida, Mumbai
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The Apex Food regulator, Food Safety and Standards Authority of India (FSSAI), has prohibited Dabur India from selling many products such as honey, cow ghee, and edible oils using '100 per cent' claims.
FSSAI has ordered Dabur India to stop selling several food products carrying '100 per cent' claims, saying that such labelling is misleading to consumers.
FSSAI has stated that it has issued a prohibition order to Dabur India Ltd., over the sales of food products carrying misleading '100 per cent' claims, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk and other such items.
According to FSSAI, 'Food products being sold on the company's website were found carrying misleading '100%' claims such as '100% Natural', '100% Pure', '100% Purity Guaranteed', '100% Organic' and '100% Tender Coconut Water'.
Ashwin Bhadri, founder & CEO, Equinox Labs, said, "I see this as a positive step towards making food labelling more transparent and consumer-centric. The issue is not about the brand; it is about whether a claim on a food product is clearly defined, scientifically substantiated, and does not create a misleading impression in the consumer’s mind. The term “100%” can create an absolute perception of purity, naturalness or superiority, even when the regulatory framework does not recognise such a claim. FSSAI had already flagged the broader issue of “100%” claims, including on reconstituted fruit juices. For the industry, this should be viewed less as a restriction and more as a push towards claim discipline. Brands need to ask themselves: Can we substantiate every word we put on our pack?
"I think the focus should be less on specific brands or categories and more on claims that can potentially be interpreted differently by consumers. As the food industry continues to innovate, we are seeing newer products and newer ways of communicating their benefits. Claims around terms such as “natural”, “healthy”, “high protein”, “no added sugar”, “preservative-free” or similar descriptors could benefit from continued regulatory review and clearer guidance, wherever required. The objective should be to ensure that brands have a clear framework to communicate their product benefits, while consumers receive information that is accurate and easy to understand. For the industry, clarity in regulations is equally important as enforcement. A consistent, science-backed framework will help brands understand exactly what they can communicate and enable them to innovate while remaining compliant," added Bhadri.
"In the long run, this can actually benefit the industry. Clearer rules create a more level playing field for compliant brands and reduce the incentive to compete through exaggerated or ambiguous claims. It will also push food companies to invest more in R&D, testing, documentation and scientific substantiation of claims. That is ultimately good for the maturity of the Indian F&B ecosystem. Most importantly, it strengthens consumer trust. When consumers know that claims such as “pure,” “natural,” or “100%” have a clear regulatory and scientific basis, they can make better-informed choices. I believe the larger objective should be to build an industry where what is communicated on the front of the pack completely aligns with what is actually inside the pack. That is where meaningful food safety and consumer confidence will come from. The regulator stated that such claims contravene the Food Safety and Standards (Advertising & Claims) Regulations, 2018," said Bhadri.
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