The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India to immediately stop selling several food products carrying “100%” claims, saying the labels are ambiguous, unverifiable and likely to mislead consumers. The directive covers products including Dabur Honey, Cow Ghee, Sesame Oil, Homemade Coconut Milk and Organic Apple Cider Vinegar.
According to the regulator, the term “100%” has no legal definition under India’s food laws and creates an impression of absolute purity or superiority that cannot be substantiated. Responding to the action, Dabur said it is complying with the regulator’s directions by revising its product labels while also seeking legal advice. The company maintained that it remains committed to regulatory compliance, product quality and consumer trust.
FSSAI Flags Misleading ‘100%’ Claims
In its order, FSSAI said Dabur had used expressions such as “100% Natural”, “100% Pure”, “100% Purity Guaranteed” and “100% Organic” across several food products. The regulator said these claims violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018, because they are not legally defined and are likely to mislead consumers into believing the products possess absolute purity or are superior to competing brands. FSSAI emphasised that all claims made on food labels and advertisements must be truthful, scientifically substantiated and presented in a manner that does not deceive consumers.
As reported by The Economic Times, Dabur has issued a statement saying: “We are in the process of revising our product labels in compliance with the FSSAI order while seeking legal advice.” The company added that the packaging carrying the disputed “100%” claims was already being phased out as part of a broader packaging transition. Dabur further said it remains committed to the highest standards of quality, transparency and compliance with applicable regulations.
“Dabur India Limited believes that the declaration on our product labels comply with the prevailing legal and regulatory framework and are consistent with long-standing industry practices. Dabur stands by the purity and quality of its products and has never made any misleading claims.”
Part of a Wider Push for Truthful Food Labelling
The latest action is part of FSSAI’s broader crackdown on absolute marketing claims in the food industry. Last year, the regulator issued an advisory directing all food business operators to avoid using “100%” claims on labels, packaging and promotional material because the term has no recognised definition under India’s food laws.
The regulator has consistently maintained that such expressions can create unrealistic expectations about purity, authenticity or nutritional superiority, even when they cannot be scientifically verified. The order against Dabur follows increasing scrutiny of food labelling practices across the industry and signals stricter enforcement of advertising regulations aimed at protecting consumers from potentially misleading claims.
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
The Logical Indian’s Perspective
Food labels play a crucial role in helping people make informed choices about what they consume. Marketing language should build trust—not confusion—by accurately reflecting what a product contains and avoiding absolute claims that consumers may interpret as guarantees. At the same time, regulators must continue to provide clear, consistent guidance while companies should proactively ensure their communication remains transparent and evidence-based.
Stronger accountability from both industry and regulators can foster greater consumer confidence and encourage healthier competition rooted in honesty rather than perception. Do you think stricter enforcement against misleading food labels will make brands more transparent and help consumers make better-informed choices?
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