FSSAI bans Dabur from selling honey, ghee with '100 per cent' claims

Honey, ghee, oils and other Dabur products have come under the food regulator's scrutiny over how their labels are marketed online. Here's what FSSAI found and what Dabur has said.

In Short

• FSSAI says products on Dabur's website carry claims like '100 per cent Natural'
• Food regulator says ‘100%’ claims are unverifiable, can mislead consumers
• Dabur reviewing FSSAI notice, given 15 days to comply

The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India to stop selling several food products carrying "100 per cent" claims, saying the terminology is ambiguous, unverifiable and potentially misleading to consumers.

The food regulator said on Monday that its prohibition order covered products including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk carrying misleading '100 per cent' claims.

According to FSSAI, products listed on Dabur's website carried claims such as "100 per cent Natural", "100 per cent Pure", "100 per cent Purity Guaranteed", "100 per cent Organic" and "100 per cent Tender Coconut Water".

The regulator said such claims contravene the Food Safety and Standards (Advertising & Claims) Regulations, 2018.

The action does not amount to a finding that the products are adulterated or unsafe. FSSAI's objections relate to the way they are labelled and marketed.

The regulator had issued an industry-wide advisory in May 2025 asking food businesses to refrain from using "100 per cent" claims on labels, packaging and promotional material. It said the term was not defined under existing regulations and could create a misleading impression of absolute purity or superiority.

WHAT FSSAI FOUND

FSSAI said Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were displaying the Jaivik Bharat logo without a valid FSSAI organic endorsement.

The Jaivik Bharat mark is used to identify certified organic food and signals compliance with India's prescribed organic standards.

The regulator also flagged Dabur Hommade Coconut Milk, which was marketed with the claim "100 per cent Purity".

FSSAI said it had earlier issued a notice directing Dabur to discontinue misleading "100 per cent" claims, but the company did not take satisfactory corrective action.

It has now directed Dabur to immediately stop selling the food products identified in the notice, as well as other food products carrying misleading "100 per cent" claims.

The company has also been asked to submit an Action Taken Report within 15 days.

DABUR RESPONDS

Dabur said it had received the FSSAI notice and was reviewing the content cited by the regulator.

"We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website," the company said in a statement.

The action is part of a wider push by FSSAI against potentially misleading claims in food advertising and labelling. In May 2025, the regulator had warned food businesses across the industry against using "100 per cent" claims in labels and promotions.

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With PTI inputs