New Delhi, August 4: The Food Safety and Standards Authority of India (FSSAI) has issued a prohibition order against FMCG major Dabur India Limited, directing the company to immediately stop the sale of several food products carrying allegedly misleading claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water.”
The food regulator stated that these claims are ambiguous, unverifiable, and have the potential to mislead consumers, making them a violation of the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
According to FSSAI, products including Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat logo without obtaining valid FSSAI organic certification, which allegedly contravenes the Food Safety and Standards (Organic Foods) Regulations, 2017.
The regulator also flagged Dabur Hommade Coconut Milk for carrying the claim “100% Purity,” stating that such a claim is not permitted for compound food products under existing regulations.
FSSAI noted that it had previously issued a notice asking Dabur to discontinue the use of the disputed “100%” claims. However, according to the regulator, the company failed to take satisfactory corrective measures.
As part of its latest directive, FSSAI has ordered Dabur to immediately halt the sale of the identified products and submit an Action Taken Report (ATR) within 15 days detailing the corrective steps taken.
The regulatory action had an immediate impact on the company’s stock performance. Shares of Dabur India Ltd fell more than 2% during morning trade on the BSE, touching an intraday low of Rs 414.60. The stock has traded between a 52-week high of Rs 576.80 and a 52-week low of Rs 401.05. Over the past year, the stock has declined by more than 20%, while it has fallen nearly 30% over the last five years.
The development comes as FSSAI continues to tighten oversight of food labeling and advertising practices to ensure consumers receive accurate and transparent product information.
