FSSAI Directs Dabur to Stop Selling Products With ‘100%’ Claims; Honey, Ghee Among Those Flagged

The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd. to immediately stop selling several food products carrying "100%" marketing claims, stating that such terminology is ambiguous, unverifiable, and potentially misleading for consumers.

The regulatory action covers multiple Dabur food products, including honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, and coconut milk, which were marketed using claims such as "100% Pure," "100% Natural," "100% Organic," and "100% Purity Guaranteed."

Importantly, the FSSAI clarified that the action relates to advertising and labelling practices and does not indicate that the products are unsafe or adulterated.

Key Highlights

• FSSAI has directed Dabur to stop selling products carrying misleading "100%" claims.
• Products flagged include honey, ghee, coconut oil, sesame oil, coconut water, and apple cider vinegar.
• The regulator says such claims violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
• FSSAI clarified the action concerns marketing claims, not product safety.
• Dabur has said it is reviewing the regulator's notice.

Why Did FSSAI Take Action?

According to FSSAI, several Dabur food products were marketed using phrases including:

• 100% Natural
• 100% Pure
• 100% Organic
• 100% Purity Guaranteed
• 100% Tender Coconut Water

The regulator stated that the expression "100%" is not defined under existing food regulations and may create an impression of absolute purity or superiority that cannot always be substantiated.

As a result, FSSAI believes such claims may mislead consumers and therefore violate India's food advertising regulations.

Products Flagged by FSSAI

The regulator's order covers several categories of Dabur products, including:

• Honey
• Cow Ghee
• Apple Cider Vinegar
• Virgin Coconut Oil
• Sesame Oil
• Coconut Water
• Coconut Milk

FSSAI has instructed the company to discontinue the sale of products carrying the disputed claims until corrective action is taken.

Jaivik Bharat Logo Also Under Scrutiny

Apart from the "100%" claims, FSSAI also raised concerns regarding the use of the Jaivik Bharat certification mark.

According to the regulator, products including Dabur Organic Honey and Dabur Himalayan Organic Apple Cider Vinegar displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement.

The Jaivik Bharat logo is intended to identify food products that comply with India's recognised organic certification standards.

FSSAI Says Earlier Advisory Was Ignored

The regulator noted that it had already issued an industry-wide advisory in May 2025, asking food businesses to avoid using "100%" claims in advertising, packaging, and promotional material.

FSSAI also stated that Dabur had previously been asked to discontinue the disputed claims but had not taken satisfactory corrective action.

The company has now been directed to:

• Stop selling the identified products carrying the claims.
• Remove similar claims from other food products, where applicable.
• Submit an Action Taken Report (ATR) to the regulator within 15 days.

Dabur Responds

Dabur acknowledged receiving the FSSAI notice and said it is reviewing the content highlighted by the regulator.

In its statement, the company said it is examining the product information and claims referenced in the notice on its website.

The company has not announced any further action at this stage.

Does This Mean Dabur Products Are Unsafe?

No.

FSSAI has specifically clarified that its order does not conclude that the products are adulterated, unsafe, or harmful.

The regulator's concerns relate solely to the advertising, labelling, and marketing claims used to promote the products.

Why This Matters

The latest action reflects FSSAI's broader effort to strengthen consumer protection by ensuring that food labels and advertising remain scientifically verifiable and compliant with regulatory standards.

The decision also signals increased scrutiny of marketing language across India's packaged food industry, particularly claims suggesting absolute purity or superiority.

Frequently Asked Questions (FAQs)

1. Why has FSSAI taken action against Dabur?

FSSAI says several Dabur products carried "100%" marketing claims that are ambiguous, unverifiable, and potentially misleading under India's food advertising regulations.

2. Which Dabur products have been flagged?

The regulator identified products including honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, and coconut milk.

3. Are Dabur products unsafe?

No. FSSAI clarified that its action concerns labelling and advertising claims only, not product quality or food safety.

4. What is the Jaivik Bharat logo?

Jaivik Bharat is India's official certification mark for organic food products that comply with approved organic standards.

5. What has Dabur said?

Dabur said it has received the notice and is reviewing the content identified by the regulator.