If you regularly buy products like Dabur honey, cow ghee, coconut water, virgin coconut oil, or apple cider vinegar believing the "100% Pure" or "100% Natural" label guarantees authenticity, this latest action by the Food Safety and Standards Authority of India (FSSAI) is worth knowing.

India's food regulator has issued a strict order directing Dabur India Ltd. to immediately discontinue the use of several "100%" claims on a range of food products, stating that such labels are misleading and do not comply with existing food advertising regulations.

FSSAI Directs Dabur to Stop Using '100%' Claims

FSSAI has instructed Dabur India to stop selling multiple food products carrying claims such as:

• "100% Pure"

• "100% Natural"

• "100% Purity Guaranteed"

• "100% Organic"

• "100% Tender Coconut Water"

According to the regulator, these claims violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018, as they are considered vague, unverifiable, and capable of misleading consumers.

Products That Came Under the Regulator's Scanner

The action covers several food and beverage products marketed by Dabur, including:

• Honey

• Cow ghee

• Virgin coconut oil

• Sesame oil

• Apple cider vinegar

• Coconut water

• Coconut milk

• Other similar food products carrying "100%" claims

Why Did FSSAI Take This Action?

FSSAI said that during its review, it found several products on the company's website being promoted with claims that cannot be objectively verified under the current regulations.

The regulator also noted that some products, including Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, displayed the Jaivik Bharat logo without a valid FSSAI organic certification.

In addition, Dabur Homemade Coconut Milk was reportedly marketed with a "100% purity" claim, which is not permitted for compound food products under the applicable regulations.

Dabur Responds to the Notice

Dabur India said it has received the notice issued by FSSAI and is examining the observations mentioned by the regulator.

The company stated that it is reviewing the matter and evaluating the information highlighted in the notice.

Action Taken Report Required Within 15 Days

FSSAI has directed Dabur to:

• Immediately discontinue the sale of products carrying misleading "100%" claims.

• Remove such claims from all affected food products.

• Submit an Action Taken Report (ATR) within 15 days detailing the corrective measures taken.

The regulator also stated that it had previously advised the company to discontinue these claims, but the corrective action taken was not considered satisfactory.

Part of a Wider Crackdown on Misleading Claims

In recent months, FSSAI has stepped up enforcement against misleading food labels and promotional claims. The regulator has been publicly sharing enforcement actions involving food businesses, online marketplaces, and manufacturers to improve transparency and encourage compliance with food safety and advertising regulations.

The latest action against Dabur reinforces FSSAI's focus on ensuring that marketing claims on food products are accurate, verifiable, and do not mislead consumers.