FSSAI Bars Dabur from Selling Products with Misleading ‘100%’ Claims

India’s food safety regulator, the Food Safety and Standards Authority of India (FSSAI), has issued an order prohibiting Dabur India from selling products featuring misleading “100%” claims. The regulator stated that claims such as “100% Natural”, “100% Pure” and “100% Organic” on Dabur’s website were ambiguous, difficult to verify, and could mislead consumers.

The prohibition applies to several Dabur products, including honey, apple cider vinegar, coconut oil, cow ghee, coconut water, and coconut milk. FSSAI also raised concerns over the use of the “Jaivik Bharat” organic certification logo on certain products without valid endorsement from the authority.

According to FSSAI, Dabur had previously received a notice to discontinue such misleading claims but failed to take corrective measures. The regulator has now directed the company to submit an Action Taken Report within 15 days regarding compliance with the order.

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