FSSAI Cracks Down on Dabur: Sale of Several Products Stopped Over Misleading ‘100% Pure’ Claims

New Delhi: In a major regulatory action, the Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Limited to stop the sale of several products over allegedly misleading “100%” claims on their labels and promotional material.

According to FSSAI, an investigation found that Dabur used claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water” across multiple products on its website. The regulator said these claims violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018, as they are vague, unverified, and have the potential to mislead consumers.

The action covers a range of products, including Dabur Honey, Cow Ghee, Apple Cider Vinegar, Virgin Coconut Oil, Sesame Oil, Coconut Water, and Coconut Milk. FSSAI also found that the ‘Jaivik Bharat’ logo was displayed on Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey without valid authorization.

Additionally, the regulator flagged the “100% purity” claim on Dabur Hommade Coconut Milk, stating that such a claim is not permitted for compound food products under existing regulations.

FSSAI said it had earlier issued a notice asking the company to remove the misleading claims, but no satisfactory corrective action was taken. As a result, the authority has ordered Dabur to immediately halt the sale of the affected products and submit an Action Taken Report (ATR) within 15 days.

The latest action underscores FSSAI’s intensified crackdown on misleading food advertisements and labeling practices, with several leading food brands reportedly under regulatory scrutiny.