Major move by FSSAI: Dabur ordered to withdraw products making ‘100% claims’

New Delhi: The Food Safety and Standards Authority of India (FSSAI) has ordered a halt to the sale of certain Dabur India Limited food products that allegedly carried misleading claims.
The food regulator has directed the FMCG company to immediately stop selling products featuring claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water.”
This action follows the FSSAI’s assessment that these claims were vague, unverifiable, and likely to mislead consumers.
According to the regulator, the use of such claims violates the ‘Food Safety and Standards (Advertising and Claims) Regulations, 2018.’
The FSSAI also noted that the ‘Jaivik Bharat’ logo was used on ‘Dabur Himalayan Organic Apple Cider Vinegar’ and ‘Dabur Organic Honey’ without valid organic certification from the FSSAI, which allegedly violates the ‘Food Safety and Standards (Organic Foods) Regulations, 2017.’
Furthermore, the regulator stated that ‘Dabur Homemade Coconut Milk’ was marketed with a “100% Purity” claim, which is not permitted for compound food products.
The regulator added that a notice had previously been sent directing the company to discontinue these misleading “100%” claims, but no satisfactory corrective action was taken.
The FSSAI has instructed the company to immediately stop the sale of the identified products and submit an ‘Action Taken Report’ (ATR) within 15 days. Subsequently, shares of Dabur India fell by more than 2 percent on the BSE to trade at ₹414.60 apiece, hitting an intraday low during morning trading. The stock has a 52-week low of ₹401.05 and a 52-week high of ₹576.80.
However, the stock has declined by over 20 percent in the past year and has seen a drop of approximately 30 percent over the last five years.