The Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order to Dabur India, directing the company to immediately stop the sale of multiple food products carrying allegedly misleading "100%" claims. The action follows an inspection that found several products promoted with descriptions such as "100% Natural," "100% Pure," "100% Purity Guaranteed," "100% Organic" and "100% Tender Coconut Water."
Products and Claims Under Scrutiny
The regulator's order covers products including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk, among others.
According to FSSAI, the claims violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which consider such "100%" claims ambiguous, unverifiable and potentially misleading to consumers.
FSSAI also stated that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement, allegedly breaching the Food Safety and Standards (Organic Foods) Regulations, 2017. It further noted that Dabur Homemade Coconut Milk carried a "100% Purity" claim that is not permitted for compound foods.
Brands Must Maintain Strict Standards
The regulator said Dabur had previously been instructed to withdraw the disputed claims but failed to take satisfactory corrective action.
The Last Word
As scrutiny of advertising claims intensifies, brands will need stronger scientific substantiation and regulatory compliance, making precision in marketing communication as important as product quality itself.