Food Manifest 
Key Update
The Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order directing Dabur India Limited to immediately stop selling several of its food products after finding them marketed with misleading ‘100%’ claims. The order covers products sold on the company’s website, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk, as well as any other food products carrying similar claims.
FSSAI Flags Misleading ‘100%’ Claims
FSSAI found that Dabur marketed its products using claims such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’, and ‘100% Tender Coconut Water’. The regulator said these claims are ambiguous, unverifiable, and likely to mislead consumers, making them a violation of the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
Additional Labelling Violations
FSSAI found that the company displayed the Jaivik Bharat logo on Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey without a valid FSSAI organic endorsement, violating the Food Safety and Standards (Organic Foods) Regulations, 2017. The regulator also found that Dabur marketed Dabur Hommade Coconut Milk with a ‘100% Purity’ claim, even though the Food Safety and Standards (Advertising & Claims) Regulations, 2018 prohibit such claims for compound food products.
FSSAI Escalates Enforcement Action
FSSAI stated that it had previously directed the company to discontinue the misleading claims. After finding Dabur’s corrective action unsatisfactory, the regulator escalated the matter by issuing a prohibition order.
The authority has instructed Dabur to immediately cease the sale of all identified products, along with any other food products carrying similar misleading claims, and submit an Action Taken Report within 15 days.
Dabur Says It Is Revising Product Labels
According to Reuters, Dabur clarified that the FSSAI order prohibits the use of ‘100%’ claims on certain food products, including honey and coconut water, rather than banning the products themselves.
The company said it has already begun revising product labels in line with FSSAI’s directions, is evaluating the available legal options, and is seeking legal advice on its next course of action. Dabur also stated that the regulator’s order is expected to have a limited impact on its business, as it applies only to the products identified by FSSAI.
Source: Telangana Today
