Key Update

FSSAI (Food Safety and Standards Authority of India) has expanded its labelling crackdown on FMCG major Dabur India, ordering a statutory audit of 27 product lines, according to an improvement notice dated August 19.  The audit covers a wider range of products, including homemade brands, glucose powders and Dabur’s direct-to-consumer (D2C) wellness and nutraceutical products.

The Food Safety and Standards Authority of India (FSSAI) has also widened its focus beyond generic “100% Pure/Natural/Organic” claims. The regulator has flagged several health and medicinal claims made on Dabur products and asked the company to remove or withdraw them.

Health Claims Under the Scanner

FSSAI flagged claims fsssuch as “Helps Lower Cholesterol”, “Relieves sinus congestion”, “Promotes heart health”, “Helps weight loss”, “Good for Liver Health” and “Helps in Metabolism” on products including cold-pressed oils, apple cider vinegar and honey.

The regulator has asked Dabur to submit scientific dossiers and peer-reviewed human clinical trial data to substantiate its health and immunity-related claims. For instance, FSSAI asked Dabur to remove or withdraw claims including “Rich in antioxidants”, “Good for Heart Health” and “Helps Lower Cholesterol” from its Cold Pressed Sesame Oil. The company must also provide scientific evidence and clinical data to support claims linking the oil to lower cholesterol and improved heart health.

Immunity Claims Also Flagged

FSSAI also questioned immunity-related claims made for Glucose-D, coconut oil, honey and apple cider vinegar. The regulator cited a lack of scientific substantiation under Regulation 7 of the Food Safety and Standards (Advertising & Claims) Regulations, 2018. The scrutiny extends beyond conventional food products. Dabur’s wellness and nutraceutical brand Siens has also come under the regulator’s scanner for claims such as “wrinkle reduction”, “improves hair growth” and “promotes thicker hair”. FSSAI has asked the company to provide clinical evidence or scientific dossiers to substantiate these claims.

Brand Names Require Clear Disclaimers

The notice also addresses Dabur’s use of descriptive terms in brand names. FSSAI has directed the company to prominently display disclaimers for brand names containing terms such as “Real” and “Hommade”. The regulator wants the disclaimer stating that these terms are registered trademarks to appear on the front of the pack rather than in small print on the back. This comes amid broader scrutiny of food labelling and consumer-facing claims.

Dabur Responds to the Notice

According to Dabur, the improvement notice largely concerned content displayed on e-commerce platforms. The company said it had responded to FSSAI, provided substantiation for the content and was complying with applicable regulations. The latest action follows an earlier FSSAI crackdown on Dabur products carrying “100%” branding, including honey, cow ghee, coconut milk and edible oils.

Dabur challenged the prohibition order in the Delhi High Court and secured interim relief. The matter is listed for hearing in December. The latest notice broadens the regulatory scrutiny, requiring Dabur to address both labelling practices and the scientific evidence supporting health-related claims across multiple product categories.

Source: Money Control