The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India Ltd from selling various food products that carry ‘100 per cent’ claims. This decision was made following the regulator’s findings that such labelling is unclear, unverifiable, and capable of misleading consumers. The prohibition order, issued on August 3, 2026, targets specific items including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk.

According to FSSAI officials, the claims made on Dabur’s online platform included terms like ‘100 per cent Natural’, ‘100 per cent Pure’, ‘100 per cent Purity Guaranteed’, ‘100 per cent Organic’, and ‘100 per cent Tender Coconut Water’. The authority stated that these representations violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018, as they fail to provide sufficient substantiation.

Findings of the FSSAI Investigation

In its examination, FSSAI drew attention to particular products, namely Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, which featured the Jaivik Bharat Logo but lacked the necessary FSSAI organic certification. Additionally, Dabur Hommade Coconut Milk was highlighted for its claim of “100 per cent Purity”, which FSSAI asserted is not allowed for compound foods under the 2018 regulations.

The authority had previously alerted Dabur about the misleading claims, instructing the company to cease the use of the ‘100 per cent’ label. However, despite these warnings, the regulator reported that no satisfactory corrective measures were taken by the company.

In light of the continued non-compliance, FSSAI has mandated that Dabur immediately halt the sale of the identified products alongside any other items bearing similar misleading claims. Furthermore, Dabur has been instructed to submit an Action Taken Report within a period of 15 days to demonstrate compliance.

Dabur’s Response to the Notice

In response to the notice issued by FSSAI, Dabur has acknowledged the receipt of the communication and stated that it is currently assessing the content referenced. The company has indicated its intention to thoroughly review the products and claims highlighted by the regulator.

The recent enforcement actions by FSSAI reflect its growing commitment to ensuring truthful advertising and consumer protection in the food sector. The authority has increasingly utilised social media platforms to announce such regulatory measures against food businesses, particularly those in the e-commerce domain.

This initiative follows a series of interventions by FSSAI regarding various products, including alcoholic beverages and energy drinks, as part of its broader strategy to maintain compliance and protect consumer interests in food safety regulations.

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