The legal battle over '100% pure' claims reaches the Delhi high court.NEW DELHI: Dabur India has approached the Delhi high court challenging the Food safety and standards authority of India’s (FSSAI) directive prohibiting food companies from using claims such as “100% Pure or natural” on product packaging and labels.In one of its strongest actions in recent times, FSSAI on Aug 3 ordered the company to stop selling products such as honey, ghee, coconut water, and apple cider vinegar, saying the claims of `100% pure/ organic or natural’ are misleading and violate the food safety regulations and mislead consumers.Dabur is the latest company to take FSSAI to court, after certain liquor companies contested the regulator recently, arguing their product labels comply with current Indian legal frameworks. The FSSAI said recently that the companies including - United Spirits and Associated Alcohol & Breweries, are adding flavours that mimic a product's natural profile.The company's petition comes amid intensifying scrutiny by the regulator on labelling and advertising claims across the FMCG sector. Earlier, Dabur had said it was exploring legal recourse against the FSSAI order, but had complied and removed the `100%' claims on the packaging labels of its products. The hearing on the matter is expected on Aug 7.