The food regulator said Dabur’s purity claims could not be verified and has asked the company to submit a compliance report within 15 days.
Dubai: India’s food safety regulator has directed Dabur India to immediately stop selling several food products carrying “100%” purity and naturalness claims, saying the statements are misleading, unverifiable, and do not comply with the country’s food labeling regulations.
The Food Safety and Standards Authority of India (FSSAI) has also instructed the company to submit an action taken report within 15 days, after stating that Dabur had failed to implement satisfactory corrective measures despite receiving an earlier notice.
Following the announcement, Dabur India shares fell more than 4% during Tuesday’s trading session.
FSSAI Objects to ‘100%’ Marketing Claims
According to the regulator, several products listed on Dabur’s website were promoted using phrases such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” and “100% Organic.”
FSSAI said these claims are ambiguous and cannot be scientifically verified, making them potentially misleading for consumers. The authority added that such statements violate India’s Food Safety and Standards (Advertising and Claims) Regulations, which require all product claims to be truthful, evidence-based, and capable of verification.
The regulator emphasized that absolute claims such as “100%” should not be used unless they can be fully substantiated.
Products Covered by the Order
The directive applies to a range of Dabur food products carrying similar purity claims, including:
- Honey
- Organic honey
- Apple cider vinegar
- Virgin coconut oil
- Sesame oil
- Cow ghee
- Coconut water
- Coconut milk
- Other food products using comparable marketing claims
FSSAI specifically noted that Dabur Hommade Coconut Milk was advertised using the phrase “100% Purity,” despite being classified as a compound food, for which such claims are not permitted under existing regulations.
Questions Over Organic Certification
The regulator also raised concerns about the use of the Jaivik Bharat logo on certain Dabur products.
According to FSSAI, Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the organic certification mark without holding a valid organic endorsement from the regulator.
The Jaivik Bharat logo is India’s official mark for certified organic food products and may only be used by products meeting the country’s approved organic certification standards.
Company Given 15 Days to Respond
FSSAI said it had previously instructed Dabur to discontinue the disputed claims but found that the company had not taken adequate corrective action.
The regulator has now directed Dabur to remove the misleading claims and submit a detailed compliance report within 15 days, outlining the steps taken to implement the order.
The latest action forms part of FSSAI’s broader efforts to tighten oversight of food labeling and advertising, ensuring that promotional claims made by food companies are accurate, transparent, and supported by verifiable evidence.
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Source: Gulf News
