In a major regulatory crackdown on misleading food marketing, the Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order. It directs Dabur India Limited to immediately halt the sale of food products carrying absolute “100 percent” claims. This regulatory body’s action covers a wide range of popular household items. These include honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, and coconut milk.
According to the food safety regulator, products listed on Dabur’s official website and retail packaging were found using descriptions such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water”.
The FSSAI stated that such absolute claims contravene the Food Safety and Standards (Advertising and Claims) Regulations of 2018. The regulator emphasized that the term “100 percent” is ambiguous and mathematically unverifiable in qualitative food contexts. Furthermore, it creates an unwarranted impression of absolute purity that can mislead consumers.
Unauthorized Organic Logos and Compound Food Violations
Beyond numerical purity claims, the regulator flagged serious compliance issues regarding organic certifications. The FSSAI revealed that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were displaying the official “Jaivik Bharat” logo. However, these products did not hold a valid organic endorsement from the authority.
The Jaivik Bharat mark is India’s official green indicator for certified organic foods. It signifies strict adherence to national organic farming and processing standards.
Additionally, the food safety body highlighted regulatory breaches involving compound foods. Products like Dabur Hommade Coconut Milk were being marketed under the tagline “100% Purity.” However, this is explicitly prohibited for multi-ingredient or processed compound foods under current advertising regulations.
FSSAI noted that it had previously issued warnings to the consumer goods major regarding these misleading claims. However, the company failed to take satisfactory corrective action. As a result, this necessitated a formal prohibition order.
Labelling Directives and Action Taken Mandate
The regulatory authority clarified that the current order strictly pertains to deceptive packaging, labeling, and promotional practices. It is not a finding of product adulteration or physical safety hazards.
The directive requires Dabur to immediately withdraw or rectify non-compliant product packaging and website banners. This applies across online and offline distribution channels.
The FSSAI has instructed Dabur India Limited to submit an official Action Taken Report within 15 days. This report should outline the steps taken to comply with labelling laws.
The action aligns with a broader enforcement drive launched by the Central Government and food safety authorities. This campaign targets misleading health claims, unverified organic logos, and exaggerated quality claims across the fast-moving consumer goods sector.
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