The Food Safety and Standards Authority of India (FSSAI) has issued a formal order directing Dabur India to immediately stop the sale of several food products that feature '100%' claims on their packaging. The regulator flagged labels such as '100% Natural,' '100% Pure,' and '100% Organic' as ambiguous, unverifiable, and potentially misleading to consumers. The affected items include popular products like honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, and coconut milk.
This regulatory action follows an earlier notice from the FSSAI that requested the company to discontinue these specific claims. According to the regulator, Dabur failed to take satisfactory corrective action, leading to this more stringent prohibition. Additionally, the FSSAI noted that certain products, specifically Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, displayed the 'Jaivik Bharat' organic logo without the necessary official endorsement, violating organic food regulations.
In response to the order, Dabur India stated that it is reviewing the notice and exploring its options. The company emphasized that it had already begun the process of transitioning its product labels to remove the '100%' claims before the order was issued. Dabur maintained that the impact of this directive is limited to the specific products mentioned and that it intends to engage constructively with the regulator to resolve the matter.
Following the announcement, shares of Dabur India experienced a decline in the stock market, reflecting investor concern over the regulatory hurdle. The company is currently seeking legal advice while continuing to update its packaging. The FSSAI has required Dabur to submit a compliance report within 15 days to demonstrate that the necessary changes have been implemented.