Dabur challenges FSSAI’s ‘100% pure’ claim ban in Delhi High Court
Dabur has moved the Delhi High Court against FSSAI action restricting “100% pure” claims on products including honey and apple cider vinegar. It is the fourth company in recent weeks to contest FSSAI sales or labelling restrictions, following challenges from liquor makers.
What happened
Dabur India · Dabur has challenged FSSAI in Delhi High Court over a ban on products carrying “100% pure” claims, including honey and apple cider vinegar. United
Key facts
- 100% pure
- fourth company
- August 1, 2026
- June 29, 2026
- Food Safety and Standards Act, 2006
Why this matters
Acquirers should diligence label claims, product-testing evidence and pending FSSAI exposure closely, particularly for honey, vinegar and other categories marketed on purity or naturalness.
What to watch
- Delhi High Court decision on interim relief, especially whether Dabur can continue using the disputed claim during litigation.
- Publication of FSSAI testing methodology or formal clarification defining permissible purity and flavour claims.
- Additional petitions by FMCG, beverage or alcohol companies challenging labelling and sales restrictions.
- FSSAI notices, product recalls, marketplace delistings or state-level enforcement actions against comparable claims.
- Evidence of reformulation, pack redesign, promotional withdrawal or price increases by large branded-food companies.
- Dabur is likely to seek interim protection allowing continued sale of existing inventory and labels while the case is heard.
- FSSAI may submit scientific testing protocols, food-standard definitions and consumer-deception rationale to defend the restriction.
- Other honey, vinegar, juice, edible-oil and health-food brands may file similar petitions or industry representations.
- Major FMCG companies will begin audits of absolute claims including “100% pure,” “natural,” “chemical-free,” “authentic,” “fresh,” “healthy” and flavour descriptors.
- Retailers and marketplaces may request indemnities, revised product documentation and label-compliance assurances from suppliers.