NEW DELHI: India’s food safety regulator has prohibited leading consumer goods company Dabur India from selling several food products carrying misleading “100%” claims, saying the labels could deceive consumers and lacked verifiable evidence.
The Food Safety and Standards Authority of India (FSSAI) said products listed on Dabur’s website were marketed with claims such as “100% Natural”, “100% Pure” and “100% Organic”, describing the terms as ambiguous, unverifiable and likely to mislead buyers.
The regulator’s order covers a range of products, including honey, apple cider vinegar, coconut oil, cow ghee, coconut water and coconut milk.
FSSAI also found that some products displayed the “Jaivik Bharat” logo, a certification used to identify organic food products, without valid authorisation from the regulator.
According to the authority, Dabur had previously been directed to discontinue the disputed claims but failed to take the required corrective measures.
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The regulator has now instructed the company to immediately stop the sale of affected products carrying the disputed labels and submit an Action Taken Report within 15 days detailing the steps taken to comply with the order.
The move underscores FSSAI’s ongoing efforts to tighten oversight of food labelling and advertising practices to protect consumers from potentially misleading marketing claims.
Dabur, one of India’s largest manufacturers of packaged food and healthcare products, had not publicly responded to the regulator’s latest order at the time of reporting.
