FILE PHOTO: Bottles of Dabur honey at a supermarket in Bengaluru, India, June 29, 2026. REUTERS/Priyanshu Singh/File Photo
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After the Food Safety and Standards Authority of India (FSSAI) prohibited the sale of some of its food products over the use of "100 per cent" claims, Dabur India on Tuesday said most of the affected products have either already transitioned to revised labels and advertisements without such claims or are in the process of doing so. The company added that it is engaging with the regulator and seeking legal advice on the future course of action."Dabur stands by the purity and quality of its products and has never made any misleading claims. However, as a good corporate citizen, Dabur had already initiated transitioning of the product labels as mentioned in the FSSAI letter to new labels/advertisements without the 100 per cent claim. Most product labels, advertisements and website content referred to in the order have either already transitioned or are in the process of transition," the company said in a statement.The company is also “seeking legal advice” on the future course of action.The issue is essentially one of labelling and advertising claims, rather than product safety. FSSAI has objected to the use of absolute "100 per cent" claims on the ground that they are unverifiable and potentially misleading, not because the products have been found to be unsafe or substandard.‘100% claims’On Monday, the food safety regulator said that some of the food products sold on the company’s website were found to be carrying misleading 100 per cent claims. FSSAI added that it has issued a prohibition of sale order to Dabur India for food products carrying “misleading 100 per cent claim” including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk among others.“The notice relates only to the interpretation of the product description and does not allege or question the quality, safety, purity or standards of the products manufactured or marketed by the company,” Dabur India noted in a BSE filing. On Tuesday, Dabur India’s share price closed at ₹408.25 on BSE down 3.81 per cent over the previous day’s close.In the recent past, FSSAI had said it has issued notices over 100 per cent related claim violations to other players including Masterchow, Lotte India, Kubera Foods and Dia Foods. In a separate action, the Central Consumer Protection Authority in June said that it has imposed a penalty on Storia Foods & Beverages and Mrs Bectors Food Specialities for misleading ads consisting of “100 per cent” claim.Published on August 4, 2026
