- August 4, 2026
Honey To Cow Ghee: FSSAI Orders Dabur To Stop Sale Of Products With ‘100%’ Purity Claims
Last Updated:
In a post on X Monday, the food safety regulator said such claims on Dabur’s website were “ambiguous, unverifiable and likely to mislead consumers”.
Bottles of Dabur honey at a supermarket in Bengaluru. (Reuters file photo)
The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India to stop the sale of food products carrying “100%” purity claims, including labels such as “100% Natural”, “100% Pure” and “100% Organic”.
In a post on X Monday, the food safety regulator said such claims on Dabur’s website were “ambiguous, unverifiable and likely to mislead consumers”. The order covers several products, including honey, apple cider vinegar, coconut oil, cow ghee, coconut water and coconut milk.
FSSAI said some products also displayed the “Jaivik Bharat” logo, a certification mark for organic food, without valid endorsement from the regulator.
What FSSAI said in its order?
Giving details about the violations, the FSSAI said that “food products being sold on the company’s website were found carrying misleading ‘100%’ claims such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’ and ‘100% Tender Coconut Water’.”
The regulator asserted that the use of the 100 per cent claims is in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers.
Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat Logo without valid FSSAI organic endorsement.
Moreover, the product Dabur Hommade Coconut Milk was marketed with the claim “100% Purity”.
Such a claim is not permissible for compound foods under the FSS (Advertising & Claims) Regulations, 2018.
The FSSAI said that it had issued notice to Dabur earlier, directing discontinuation of misleading “100%” claims. However, no satisfactory corrective action was taken by Dabur.
“FSSAI directed Dabur India Limited to immediately prohibit the sale of the food products identified in the notice and all other food products carrying misleading “100%” claims, and to submit an Action Taken Report (ATR) within 15 days,” the regulator said.
In the last few months, the FSSAI has been using social media to inform the public at large about its enforcement actions against various food business operators, as well as e-commerce companies selling these products on their online marketplaces.
Many alcoholic beverage makers and energy drink manufacturers have come under its radar.
(With inputs from PTI)
About the Author
The News Desk is a team of passionate editors and writers who break and analyse the most important events unfolding in India and abroad. From live updates to exclusive reports to in-depth explainers, …Read More
August 04, 2026, 02:28 IST
Read More
