The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India to stop selling several food products carrying “100 per cent” claims, stating that such labels are ambiguous, unverifiable and may mislead consumers.
The regulator’s order covers products including Dabur honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water and coconut milk.
FSSAI said these products were marketed with claims such as “100 per cent Natural”, “100 per cent Pure”, “100 per cent Purity Guaranteed”, “100 per cent Organic” and “100 per cent Tender Coconut Water”, which violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
FSSAI clarified that the action does not indicate that the products are unsafe or adulterated, but relates only to their labelling and marketing practices.
The regulator also flagged Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey for displaying the Jaivik Bharat logo without valid organic endorsement. Dabur Hommade Coconut Milk was also questioned over its “100 per cent Purity” claim.
FSSAI said it had earlier advised Dabur to remove such claims but found the corrective action unsatisfactory. The company has now been asked to stop selling the listed products and submit an Action Taken Report within 15 days.
Dabur said it has received the notice and is reviewing the content mentioned by FSSAI on its website.
