India’s food safety regulator, the Food Safety and Standards Authority of India (FSSAI), has prohibited Dabur India Ltd. from selling a range of food products carrying misleading “100%” marketing claims, stating that such labels violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
The regulatory action follows an investigation that found several Dabur products being promoted with claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water.” According to FSSAI, these statements are ambiguous, scientifically unverifiable, and likely to mislead consumers by implying an absolute level of purity or authenticity that cannot be substantiated.
The prohibition applies to multiple Dabur products, including:
FSSAI also identified further regulatory non-compliance involving:
These products were found displaying the Jaivik Bharat logo without valid FSSAI organic certification, raising concerns over misleading organic claims.
Additionally, Dabur Hommade Coconut Milk was marketed with the claim “100% Purity.” FSSAI stated that such a claim is not permitted for compound foods under the current advertising and claims regulations.
According to FSSAI, Dabur had previously been instructed to discontinue the misleading claims. However, the regulator said the company failed to take satisfactory corrective action.
As a result, FSSAI has directed Dabur to:
Dabur India acknowledged receiving the notice and said it is reviewing the observations made by FSSAI.
In a statement, the company said:
“We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website.”
The action highlights FSSAI’s increasing focus on truthful food labeling and advertising practices. The regulator maintains that absolute claims such as “100% Natural” or “100% Pure” can create unrealistic expectations and mislead consumers if they cannot be objectively verified.
Over recent months, FSSAI has intensified enforcement against misleading food claims across the industry, taking action against several food businesses, e-commerce platforms, alcoholic beverage manufacturers, and energy drink companies to improve transparency and protect consumer interests.