FSSAI bans Dabur's '100% Claims' on Food Products

Why Did FSSAI Take Action? 

• Violation of FSSAI regulations: FSSAI said Dabur's "100 per cent" claims violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
• '100 per cent' term not legally defined: The regulator stated that "100 per cent" is not defined under India's food safety laws, making such claims vague, unverifiable and potentially misleading.
• Earlier industry-wide warning ignored: In May 2025, FSSAI had issued an advisory asking all food businesses to stop using "100 per cent" claims on labels, packaging and advertisements.
• Claims continued despite advisory: During its review, FSSAI found that several Dabur products were still displaying "100 per cent" claims online, prompting regulatory action.
• Focus on consumer protection: According to FSSAI, the move is aimed at ensuring transparent food labelling and preventing marketing claims that could mislead consumers about a product's purity or quality.

• FSSAI Noted the Following Products

• During its inspection, the food regulatory body noted several products. The two were Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey. According to FSSAI, the products were using the Jaivik Bharat logo despite not having an organic certification from FSSAI.
• Jaivik Bharat is the certification provided to food products that meet the requirements of Indian organic products. FSSAI noted that using the logo without any prior approval might confuse the consumer about the certification of the product.
• Moreover, Dabur Hommade Coconut Milk was also noted due to its 100 percent Purity claim.

• Directives for Dabur from FSSAI

• The Food Safety and Standards Authority of India has informed that it had issued a directive asking Dabur to stop making the claims and that the measures taken by the company to address the issue was not satisfactory.
• The regulator has asked Dabur to immediately stop the sale of the above products and all other food products which have made such '100 percent' claims. It has also told the company to furnish an Action Taken Report (ATR) within 15 days of receiving the order.

• Dabur's stand

• Reacting to the order of the regulator, Dabur has informed that it has received the notice and will go through the claims made by FSSAI.

• Wider crackdown on false claims

• This recent development is part of FSSAI’s wider initiative to regulate false claims made by food companies. The regulatory body has stepped up surveillance to make sure that all food companies are making legitimate claims that can be verified scientifically.
• It is believed by the industry experts that this move would emphasize the need for clear labeling of food products, which would compel other food companies to check their own labeling practices.