Dabur Restrained By FSSAI From Using '100 Per Cent' Claims On Honey And Ghee Products.

Dabur Restrained By FSSAI From Using '100 Per Cent' Claims On Honey And Ghee Products.

The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India to stop selling various food products carrying "100 per cent" claims, saying the terminology is uncertain, unverifiable and remarkably misleading for consumers. The food regulator said on Monday that its prohibited to 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 go against the law and the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
The action does not show 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 stop 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.
The Jaivik Bharat mark is used to identify certified organic food and signals compliance with India's prescribed organic standards.The regulator also said that Dabur Homemade Coconut Milk, which was marketed with the claim "100 per cent Purity". FSSAI said it had earlier received a notice directing Dabur to stop 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.
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