The Food Safety and Standards Authority of India has directed Dabur India to cease sales of multiple food items labeled with ‘100 per cent’ claims, describing the phrasing as unclear, unprovable and likely to mislead buyers.
The regulator stated on Monday that the ban applies to items such as honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk that carry the disputed wording.
FSSAI noted that listings on Dabur’s site included phrases like ‘100 per cent Natural’, ‘100 per cent Pure’, ‘100 per cent Purity Guaranteed’, ‘100 per cent Organic’ and ‘100 per cent Tender Coconut Water’.
These statements breach the Food Safety and Standards (Advertising & Claims) Regulations, 2018, the authority said.
The move does not conclude that the goods are contaminated or unsafe. Concerns focus solely on labeling and marketing practices.
FSSAI had issued a sector-wide notice in May 2025 urging companies to avoid ‘100 per cent’ wording on packaging and promotions, as the term lacks definition in current rules and may suggest total purity.
FSSAI reported that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without proper certification.
The Jaivik Bharat mark denotes certified organic products meeting national standards.
Dabur Hommade Coconut Milk was also cited for the ‘100 per cent Purity’ claim.
After an earlier notice to remove the claims went unaddressed, FSSAI has now instructed Dabur to halt sales of the flagged items and any others with similar wording.
The firm must submit an Action Taken Report within 15 days.
Dabur confirmed receipt of the notice and said it is reviewing the referenced material.
The steps form part of broader FSSAI efforts against misleading food claims, following the May 2025 advisory to the industry.
