FSSAI prohibits Dabur from selling food products with '100 pc' claims
The regulator asserted that the use of the 100 per cent claims is in contravention of the FSS (Advertising & Claims) Regulations, 2018.

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The regulator asserted that the use of the 100 per cent claims is in contravention of the FSS (Advertising & Claims) Regulations, 2018.
The FSSAI said that it had issued notice to Dabur earlier,.
India's food regulator has prohibited Dabur India from selling certain food products. These products carried "100 per cent" claims which are considered misleading. The FSSAI stated these labels are ambiguous and unverifiable for consumers. Dabur India is now reviewing the notice issued by the food regulator. This action is part of a broader crackdown on deceptive food labelling.
The food regulator added that this action comes after no action was taken by Dabur India during previous notices sent to the company.
Shares of Dabur India fell nearly 3% on Tuesday after the Food Safety and Standards Authority of India (FSSAI) barred the FMCG major from selling certain food products carrying misleading "100%" claims.In a post on X, the food regulator said it had issued a prohibition order after finding that products such as honey, cow ghee and edible oils were being marketed on the company's website with claims including "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water".According to FSSAI, these claims violate the Food Safety and Standards (Advertising and
FSSAI directed Dabur India Limited issued the prohibition order saying such claims were ‘ambiguous and unverifiable’.
Why has FSSAI directed Dabur to stop selling products carrying claims such as ‘100% Natural’ and ‘100% Pure’? In this explainer, we break down the regulator’s objections, the rules governing food labels, and what the action means for consumers and the FMCG industry.
Dabur India has been instructed by the FSSAI to halt the sale of items claiming to be '100% pure.' This decision stems from a violation of food regulations deemed misleading to consumers. The FSSAI identified unauthorized organic claims on various products. Despite Dabur's assertion that its labels meet regulatory standards, the company will eliminate '100%' references from its marketing efforts.
New Delhi: Packaged goods maker Dabur India on Thursday moved the Delhi High Court against national foods regulator Food Safety & Standards Authority of India (FSSAI)’s order that bans the sale of many of its products with "100% pure" claims, the fourth company that has taken the regulator to court in recent weeks. United Spirits, Old Monk rum maker Mohan Meakins and Associated Alcohols & Breweries too have challenged FSSAI’s ban on sale of some of their brands in court, arguing that their product labels comply with Indian legal frameworks.FSSAI had on Tuesday banned Dabur from selling
On August 3, the FSSAI said products sold on Dabur’s website claimed some of its products were “100% Natural”, “100% Pure” and “100% Organic”, which were ambiguous, unverifiable and likely to mislead consumers
The court issued notice to FSSAI on Dabur's petition challenging the prohibition and asked it to file its reply before the next date of hearing.
The Delhi High Court has temporarily halted an FSSAI directive that questioned Dabur India's product claims. Acknowledging Dabur's established market presence, the court provided initial relief. The order from FSSAI was deemed unjust, as it was issued without company representation. Dabur emphasized that the FSSAI's approach contravened principles of natural justice. The case is set for a further hearing on August 24.
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