The Food Safety and Standards Authority of India (FSSAI) issued show-cause notices on October 16, 2026, to Hyderabad-based Gemini Edibles & Fats India Ltd, Innovative Retail Concepts, which operates BigBasket, and Flipkart India over allegedly misleading health claims made for Freedom Cooking Rice Bran Oil. The product was promoted through e-commerce platforms and social media with claims that it could reduce bad cholesterol, maintain or increase good cholesterol, and contain more than 10,000 parts per million (PPM) of natural oryzanol.
FSSAI said the cholesterol and heart-health claims were not permitted under the applicable regulations for edible vegetable oils. The regulator also flagged an apparent lack of a valid central licence for Gemini Edibles’ e-commerce operations and asked the three companies to explain why action should not be taken under the Food Safety and Standards Act, 2006.
FSSAI Flags Unpermitted Cholesterol And Heart-Health Claims
The action follows the promotion of Freedom Cooking Rice Bran Oil through online marketplaces and social media, where the product was advertised with statements including “Reduces bad cholesterol and maintains/increases good cholesterol” and “10,000+ PPM Natural Oryzanol”. Such claims may influence consumers’ purchasing decisions, particularly those seeking food products they believe could help manage cholesterol levels or support heart health.
In a statement shared on social media, FSSAI said, “The cholesterol and heart-health claims were found to be not covered/permitted under the applicable claims for edible vegetable oil (rice bran oil) under the Advertising and Claims Regulations, 2018.”
The regulator issued notices to Gemini Edibles & Fats India Ltd, the manufacturer, and the two e-commerce companies through which the product was promoted or sold. The companies have been directed to show cause why action should not be initiated against them under the Food Safety and Standards Act, 2006.
The notices seek explanations from the companies and do not, by themselves, establish a final finding of liability. As of the latest reports available on October 19, no verified public response from the three companies was identified in the cited coverage.
Why Food Advertising Rules Matter
The Food Safety and Standards (Advertising and Claims) Regulations, 2018, require food-related claims to be truthful, clear, meaningful and not misleading. They also require health and nutritional claims to be supported by appropriate scientific evidence. These rules are intended to protect consumers from advertisements that exaggerate a product’s benefits or create an incorrect impression about its nutritional value.
Rice bran oil contains compounds such as oryzanol and unsaturated fatty acids, which are associated with its nutritional properties. However, the presence of a particular ingredient does not automatically justify every health claim made about a product. Under the regulatory framework, claims must meet the relevant conditions for that food category. FSSAI’s action specifically concerns whether the cholesterol and heart-health claims used to promote this rice bran oil were permitted under the applicable rules.
The case also raises questions about accountability in online retail. As consumers increasingly purchase groceries through digital platforms, product descriptions, advertisements and health-related promises can shape decisions before buyers see the packaging. The regulator’s action against the manufacturer and the two e-commerce companies highlights the need for scrutiny across the supply and marketing chain.
The Logical Indian’s Perspective
Consumers deserve accurate, transparent information about the food they buy, especially when advertisements make claims about cholesterol, heart health or other aspects of well-being. Misleading claims can undermine informed decision-making and create confusion among families trying to make healthier choices. Food manufacturers and online marketplaces must ensure that their marketing is responsible, evidence-based and compliant with the law.
At the same time, regulatory action should follow a fair process that allows the companies concerned to respond to the allegations. Clear labelling, stronger accountability and accessible public information can help build trust between consumers, businesses and regulators. How can India ensure that food companies and online marketplaces make responsible health claims while helping consumers make informed choices? Share your views in the comments.
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