For decades, phrases such as “100% Pure” and “100% Natural” have been widely used to distinguish packaged food products on retail shelves.
That marketing practice is now facing one of its biggest legal tests in India. Dabur India’s decision to challenge a Food Safety and Standards Authority of India (FSSAI) prohibition order in the Delhi High Court has brought renewed attention to how food labels are regulated and where the line should be drawn between brand messaging and consumer protection.
FSSAI Tightens Label Scrutiny
Earlier this month, FSSAI issued a prohibition order directing Dabur to immediately stop selling food products carrying claims such as “100% Pure”, “100% Natural”, “100% Organic” and similar expressions.
According to the regulator, these claims are ambiguous, unverifiable and potentially misleading to consumers, making them inconsistent with the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
The prohibition covers several product categories, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk. FSSAI also said that some products displayed the Jaivik Bharat logo without a valid organic endorsement.
The regulator has directed Dabur to stop selling the identified products and submit an Action Taken Report within 15 days outlining the steps taken to comply with the order.
Dabur Moves Delhi High Court
Dabur has challenged the prohibition order before the Delhi High Court, arguing that it was issued in violation of the principles of natural justice. According to the company’s petition, FSSAI did not issue a prior show-cause notice or provide an opportunity to be heard before directing the company to halt sales.
The company has also questioned FSSAI’s authority to issue the prohibition order in the manner adopted and described the order as “non-speaking, ambiguous and without application of mind”. Dabur further argued that similar “100%” expressions are widely used by other food businesses and questioned why it had been singled out for enforcement.
The matter is scheduled to be heard by the Delhi High Court.
Wider Industry Impact
The dispute extends beyond Dabur. According to Economic Times, Dabur is the fourth company in recent weeks to challenge similar FSSAI action, following United Spirits, Mohan Meakins and Associated Alcohols & Breweries.
The series of legal challenges reflects growing friction between food and beverage companies and the regulator over the interpretation of advertising and labelling rules.
For food manufacturers, absolute claims such as “100%” have long served as a branding tool to differentiate products in highly competitive categories. FSSAI, however, maintains that such claims may mislead consumers when they cannot be substantiated under the applicable regulatory framework.
Regulatory Questions Ahead
The litigation is expected to clarify the extent of FSSAI’s enforcement powers and the permissible use of absolute marketing claims under India’s food labelling regulations. The outcome could influence how food businesses describe product quality and purity on labels, advertisements and e-commerce platforms.
For consumers, the case highlights the increasing regulatory focus on advertising claims in packaged foods. For businesses, it underscores the legal and commercial risks associated with promotional language that regulators consider capable of creating a misleading impression.
Until the courts rule on Dabur’s challenge, the dispute is likely to remain a closely watched test case for India’s food industry.
