FSSAI informed that it has issued a prohibition order to Dabur India Ltd over the sales of food products carrying misleading ‘100%’ claims, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk and other such items. File
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In a major clamp down on companies making false and misleading claims, the Food Safety and Standards Authority of India (FSSAI) has issued an order directing FMCG major Dabur India Ltd. to withdraw products carrying ‘misleading 100% claims’.The regulator issued notice to the company to withdraw such products from the market with immediate effect and report the action taken, in 15 days. The order is against the company’s food products which include honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk.Stating that several critical non-compliances had been observed, FSSAI said, “Food products being sold on the company’s website were found carrying misleading “100%” claims such as “100% Natural”, “100% Pure”, “100% Purity Guaranteed”, “100% Organic” and “100% Tender”.“The use of the 100% claims are in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers,” the regulator said on X.It said Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat Logo without valid FSSAl organic endorsement, in contravention of the FSS (Organic Foods) Regulations, 2017.“Dabur Homemade Coconut Milk was marketed with the claim “100% Purity”. Such a claim is not permissible for compound foods under the FSS (Advertising & Claims) Regulations, 2018, FSSAI said.Despite an earlier notice directing discontinuation of misleading “100%” claims, no satisfactory corrective action was taken by the company, the FSSAI stated. The regulator directed Dabur India to immediately halt Following reports of the action, the company’s shares fell by about 4% to ₹408.25 on the BSE. In a filing with stock exchanges, Dabur India said, “The company believes that the declaration on our product labels comply with the prevailing legal and regulatory framework and are consistent with long-standing industry practices.” “Dabursale of the food products identified in the notice and all other food products carrying misleading “100%” claims, and to submit an action taken report (ATR) within 15 days.Dabur used bio resources for commercial purposes without approval, National Biodiversity Board tells NGTFollowing reports of the action, the company’s shares fell by about 4% to ₹408.25 on the BSE. In a filing with stock exchanges, Dabur India said, “The company 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,” it stated.The company said it was exploring options in relation to the prohibitory order. “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% claim,” it said.‘In transition’“Most product labels/advertisements/website as mentioned in aforesaid order, have either already transitioned or are in the process of transition. The company is responding accordingly to FSSAI and will continue to engage constructively with them to resolve the matter,” it added.“We reiterate that Dabur stands by the purity and highest standards of quality of its products and does not make any misleading claims,” it emphasised. The company said the order would have limited impact on its business operations, financial position or performance and be confined to the food products under objection. Published - August 04, 2026 10:38 am IST
