Dabur challenges FSSAI’s ban on ‘100% pure’ claims in Delhi High Court
Dabur has moved the Delhi High Court against an FSSAI order affecting “100% pure” claims on products including honey and apple cider vinegar. It is the fourth company in recent weeks to challenge FSSAI action on product labelling or flavour claims.
What happened
Dabur India · Dabur 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%
- fourth company
- August 1, 2026
- June 29, 2026
- Food Safety and Standards Act, 2006
Why this matters
For FMCG targets and partnerships, diligence should now test the substantiation, regulatory resilience and relabelling exposure of all product claims, especially in health, natural and functional categories.
What to watch
- Delhi High Court decision on interim relief, including any distinction between future production and existing inventory.
- FSSAI clarification, circular or enforcement deadline defining permissible alternatives to ‘100% pure.’
- Retailer or marketplace requests for revised labels, certificates, indemnities or listing changes.
- Evidence of product withdrawals, trade returns, discounting or SKU availability disruption in honey and apple cider vinegar.
- Additional notices or litigation involving absolute claims such as ‘pure,’ ‘natural,’ ‘chemical-free,’ ‘real fruit’ or ‘no added’ language.
- Dabur commentary on packaging write-offs, advertising changes, distributor inventory and category growth.
- Seek interim stay or clarification on whether existing packaged inventory can be sold until the case is decided.
- Prepare contingency artwork, packaging inventory plans and marketplace listing edits for affected SKUs.
- Shift marketing emphasis from absolute purity language toward traceability, sourcing, testing and product-quality credentials that can be substantiated.
- Engage modern trade, general trade distributors and e-commerce platforms on sell-through treatment, returns and relabelling requirements.
- Monitor and coordinate with industry bodies as other companies challenge FSSAI label and flavour enforcement actions.