NEW DELHI: The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India from marketing products such as honey, cow ghee, and edible oils with “100%” claims, stating that the practice violates existing food labelling and advertising norms. In a post on X, the regulator said it found several products listed on the company’s website carrying misleading “100%” labels. According to FSSAI, such claims breach the Food Safety and Standards (Advertising and Claims) Regulations, 2018, as they are vague, cannot be substantiated, and have the potential to mislead consumers.
Giving details about the violations, the FSSAI said the company’s products are carrying misleading claims such as ‘100 per cent Natural’, ‘100 per cent Pure’, ‘100 per cent Purity Guaranteed’, ‘100 per cent Organic’ and ‘100 per cent Tender Coconut Water’.
These products include honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and other similar products.
Moreover, the product Dabur Hommade Coconut Milk was marketed with the claim “100 per cent Purity”. According to FSSAI, it had issued a notice to the company earlier, but Dabur did not take any satisfactory corrective action.
The regulator has asked the company to immediately prohibit the sale of the food products and submit an Action Taken Report (ATR) within 15 days.
Earlier in June, the US FDA had flagged manufacturing lapses at Dabur’s Silvassa plant.
What did FSSAI say in its post?
The food regulator said that the use of 100 per cent claims violates the FSS (Advertisement and Claims) Regulations, 2018, as such claims are vague, not authentic, and may mislead consumers.
“Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat Logo without valid FSSAI organic endorsement, in contravention of the FSS (Organic Foods) Regulations, 2017,” the post reads.
What did Dabur say?
“We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website,” Dabur India said in a statement.
FSSAI had earlier issued an advisory for the industry
It’s worth noting that in May 2025, FSSAI issued an industry-wide advisory urging food businesses to avoid making claims such as “100 per cent” on labels, packaging, and promotional materials. It stated that the term is undefined in current regulations and could lead to misconceptions about complete purity or superiority. -(IndiaTV)
