The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India from selling several food products carrying “100%” claims, stating that such labels violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018 because they are ambiguous, unverifiable and likely to mislead consumers.
The regulator has directed the company to immediately stop the sale of the identified products and all other food items bearing similar claims, while submitting an Action Taken Report (ATR) within 15 days.
The affected products include honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk.
FSSAI said it had earlier asked Dabur to discontinue these claims, but found that satisfactory corrective action had not been taken. The latest move reflects the government’s continued push for truthful food labelling and stronger consumer protection.
Regulator Tightens Scrutiny on Food Labelling
According to FSSAI, several Dabur products marketed on the company’s website carried claims such as “100% Natural”, “100% Pure”, “100% Purity Guaranteed”, “100% Organic” and “100% Tender Coconut Water”.
The regulator stated that such descriptions are not permitted under the Food Safety and Standards (Advertising & Claims) Regulations, 2018 because they cannot be objectively verified and may mislead consumers into believing products possess absolute purity or authenticity.
FSSAI also alleged that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement, while Dabur Hommade Coconut Milk carried a “100% Purity” claim that is not permissible for compound foods.
In its official statement, the regulator directed Dabur India Limited to “immediately prohibit the sale” of the identified products and submit an Action Taken Report within 15 days.
FSSAI has issued a Prohibition Order directing M/s Dabur India Limited to immediately cease the sale of food products carrying misleading "100%" claims.#FSSAINotice #FSSAIAction pic.twitter.com/7GdNRUJFyh
— FSSAI (@fssaiindia) August 3, 2026
Earlier Notices Preceded the Prohibition Order
The prohibition order follows earlier notices issued by FSSAI asking Dabur to withdraw misleading “100%” claims from its food products.
According to the regulator, the company failed to implement adequate corrective measures, prompting stricter enforcement. The action forms part of FSSAI’s broader campaign against misleading advertising and labelling across the food sector.
In recent months, the regulator has publicly disclosed enforcement actions against several food businesses and online marketplaces to improve compliance with food safety and advertising norms.
The latest order signals increasing scrutiny of marketing claims that could influence consumer purchasing decisions and reinforces the government’s emphasis on transparency in food packaging.
At the time of reporting, the regulator had directed compliance within the stipulated timeline while requiring Dabur to report the corrective measures undertaken.
The Logical Indian’s Perspective
Accurate food labelling is fundamental to informed consumer choice, as it allows people to understand exactly what they are buying and consuming.
Marketing claims should build trust rather than create confusion, especially when they suggest absolute purity, natural origin, or authenticity that cannot always be independently verified.
Clear and honest labelling also helps protect consumers from misleading impressions that may influence purchasing decisions unfairly.
At the same time, regulatory action should remain transparent, consistent, and proportionate, ensuring that companies are given a fair opportunity to correct non-compliance while still holding them accountable.
This balance is important so that enforcement is seen as fair rather than punitive, while still prioritising consumer safety and truthfulness in advertising.
Strong enforcement, combined with responsible corporate practices and better industry self-regulation, can help foster greater confidence in India’s food ecosystem. As regulators tighten oversight of advertising claims, do you think stricter action against misleading labels will encourage greater accountability across the food industry?
