Dabur Responds to FSSAI's Order Halting Products with '100%' Claims

Dabur India has defended its product labelling after the Food Safety and Standards Authority of India (FSSAI) directed the company to stop selling certain products carrying "100%" claims. While the regulator described the claims as potentially misleading, Dabur maintains that its labels comply with existing legal requirements and industry practices.

Dabur Defends Product Labels After FSSAI Orders Halt on ‘100%’ Claims

FSSAI Directs Dabur to Stop Selling Products with ‘100%’ Claims

Dabur India has come under regulatory scrutiny after the Food Safety and Standards Authority of India (FSSAI) instructed the company to immediately stop selling several food products featuring claims such as "100% Natural," "100% Pure," "100% Organic," "100% Purity Guaranteed," and "100% Tender Coconut Water."

According to the food regulator, these claims could mislead consumers because they are difficult to verify and may create unrealistic expectations regarding product composition. The action forms part of FSSAI's ongoing efforts to ensure greater transparency and accuracy in food product labelling across India.

Dabur Says Its Labels Follow Existing Regulations

Following the regulator's order, Dabur India issued a statement asserting that all product labels comply with the current legal and regulatory framework.

The company stated that its labelling practices are consistent with long-established industry standards and emphasized that it has always maintained high standards of product quality and consumer trust.

Dabur also reiterated that it has never intentionally made misleading claims regarding the purity or quality of its products and continues to stand behind the integrity of its product portfolio.

Why FSSAI Objected to the ‘100%’ Claims

The FSSAI believes that absolute claims such as "100%" may give consumers the impression that products possess qualities that cannot always be scientifically established or independently verified.

The regulator observed that such statements may create confusion regarding the actual nature and composition of food products. As a result, it directed Dabur to discontinue the sale of the identified products until the concerns are addressed.

The move reflects FSSAI's broader objective of preventing misleading marketing practices and ensuring consumers receive accurate information when purchasing packaged food products.

Organic Certification Logo Also Under Scrutiny

In addition to the disputed marketing claims, FSSAI also raised concerns regarding the use of the Jaivik Bharat logo on certain Dabur products.

According to the regulator, products including Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the organic certification logo without obtaining the required endorsement under the Food Safety and Standards (Organic Foods) Regulations, 2017.

Authorities believe that using certification marks without proper authorization may mislead consumers regarding a product's certified organic status.

Questions Raised Over Coconut Milk Product

The regulator also highlighted concerns regarding Dabur Hommade Coconut Milk, which was marketed with the claim "100% Purity."

FSSAI stated that such wording is not permitted for compound food products, as these products contain multiple ingredients and therefore cannot be described using absolute purity claims under applicable regulations.

This observation further strengthened the regulator's decision to direct the company to withdraw the affected products from sale.

FSSAI Seeks Action Taken Report

As part of its enforcement action, the food safety regulator instructed Dabur to immediately stop selling the identified products and submit an Action Taken Report (ATR) within 15 days.

The report is expected to outline the corrective measures adopted by the company to address the issues identified by the regulator, including any changes made to product packaging and labelling.

Such compliance reports are a standard part of regulatory proceedings involving food safety and consumer protection.

Dabur Evaluating Legal Options

While maintaining that its labels comply with current regulations, Dabur has indicated that it is reviewing the regulator's order and seeking legal advice regarding the next course of action.

The company stated that it remains committed to maintaining the highest standards of food safety, quality assurance and regulatory compliance in all aspects of its operations.

At the same time, Dabur clarified that the impact of the regulatory order is limited only to the specific products identified by FSSAI and does not affect its broader business operations.

Market Reacts to Regulatory Action

The regulatory development also influenced investor sentiment.

Following the announcement, shares of Dabur India witnessed a decline during trading, reflecting market concerns over the potential impact of regulatory scrutiny on the company's food product segment.

Although the company described the financial impact as limited, investors will likely monitor future developments, including any legal proceedings and possible product label modifications.

Growing Focus on Transparent Food Labelling

FSSAI has increasingly focused on strengthening food labelling standards in recent years to improve consumer awareness and reduce misleading advertising.

The regulator has been encouraging food manufacturers to use scientifically verifiable claims while ensuring that product labels accurately represent ingredients, nutritional information and certifications.

This approach aims to build greater consumer confidence and improve transparency across India's packaged food industry.

Conclusion

The dispute between Dabur India and FSSAI highlights the growing importance of accurate food labelling and regulatory compliance in India's FMCG sector. While Dabur maintains that its product labels adhere to existing legal requirements, the regulator believes certain "100%" claims and certification references could mislead consumers. The outcome of the company's legal review and subsequent regulatory discussions will determine the future course of action for the affected products.