The Food Safety and Standards Authority of India (FSSAI) has ordered a halt to the sale of several Dabur food products over what it described as misleading ‘100%’ purity and natural claims. The action affects products including honey, cow ghee and other food items sold with claims such as “100% Pure,” “100% Natural,” “100% Organic” and “100% Purity Guaranteed.”
The food safety regulator announced the action on Monday, August 3, and has directed Dabur to submit a compliance report within 15 days.
Why Did FSSAI Take Action Against Dabur?
According to the FSSAI, its investigation found potentially misleading claims on food products marketed through Dabur's website.
The regulator flagged phrases including:
“100% Natural”
“100% Pure”
“100% Purity Guaranteed”
“100% Organic”
“100% Tender Coconut Water”
The FSSAI said the use of such “100%” claims is not permitted under the relevant Food Safety and Standards regulations when the claims are vague, unverified or misleading to consumers.
The regulator has emphasized that food-related claims should be truthful, clear and supported by scientific evidence.
Dabur Honey and Ghee Among Products Under Action
The FSSAI's action covers several Dabur products carrying the disputed claims, including Dabur Honey and Dabur Cow Ghee.
The regulator also raised concerns over products marketed with organic-related claims and labeling.
However, the action should not be interpreted as a blanket ban on all Dabur products. It relates to the products and claims identified by the food safety authority.
FSSAI Flags ‘Jaivik Bharat’ Logo Use
The regulator also highlighted the use of the ‘Jaivik Bharat’ logo on Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey.
According to the FSSAI, the products did not have the required valid FSSAI organic endorsement associated with the use of the logo.
The regulator has therefore raised questions about compliance with the rules governing organic food labeling and certification.
‘100% Purity’ Claim on Coconut Milk Also Flagged
Another product mentioned in the FSSAI action is Dabur Hommade Coconut Milk.
The product was reportedly marketed with a “100% Purity” claim. The regulator stated that such an absolute purity claim is not permitted for compound foods, which contain multiple ingredients.
The FSSAI considers such wording potentially misleading because consumers could interpret “100% purity” as an absolute guarantee about the product.
FSSAI Had Previously Asked Dabur to Stop the Claims
The regulator said it had previously issued a notice to Dabur directing the company to discontinue the allegedly misleading “100%” claims.
According to the FSSAI, the company did not take the required corrective action. This led to the regulator issuing a prohibition order concerning the identified products and claims.
Dabur has now been asked to inform the FSSAI about the corrective measures taken and submit a report within 15 days.
Why Is FSSAI Against ‘100% Pure’ Claims?
The FSSAI has pointed out that the term “100%” does not have a defined meaning under the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
As a result, claims such as “100% natural,” “100% pure,” “100% purity guaranteed” and “100% organic” can potentially create a misleading impression among consumers when they are not adequately substantiated.
Food companies are required to ensure that claims made about their products are accurate and backed by appropriate scientific evidence.
If a company is found to be making misleading or unsupported claims, the food regulator can take enforcement measures, including requiring changes to labeling and advertising and restricting the sale of products.
Similar Food and Advertising Controversies
This is not the first time that food and consumer-product claims have attracted regulatory or judicial scrutiny.
In 2024, Patanjali faced strong criticism over certain health-related advertisements, with the Supreme Court taking up the issue of misleading advertising. The company subsequently withdrew advertisements and issued an apology following court proceedings.
The FSSAI also addressed the “health drink” controversy in 2024, clarifying that “Health Drink” is not a defined legal category under the relevant food regulations. E-commerce platforms subsequently adjusted how such products were categorized.
What Does the Dabur Action Mean for Consumers?
The latest action highlights the importance of checking food labels, certifications and product claims before making a purchase.
Consumers should be cautious about absolute claims such as “100% pure” or “100% natural,” particularly when such claims are not supported by clear certification or scientific evidence.
The FSSAI's action against the identified Dabur products also sends a broader message to food companies that marketing claims must comply with India's food safety and advertising regulations.
Dabur-FSSAI Action: Key Points
FSSAI has taken action against several Dabur food products.
Products including honey and cow ghee are among those affected.
The regulator flagged “100% Pure,” “100% Natural” and similar claims.
FSSAI also raised concerns over the use of the ‘Jaivik Bharat’ logo on certain products.
Dabur Hommade Coconut Milk was flagged over its “100% Purity” claim.
FSSAI said such absolute claims can be misleading when they lack proper substantiation.
Dabur has been directed to submit a compliance report within 15 days.
The action concerns the identified products and claims and does not mean that all Dabur products have been banned.
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