Dabur updates labels after FSSAI curbs ‘100 per cent’ claims; UPI MDR proposal flags new cost risk
Dabur is revising product labels and advertising after FSSAI barred certain food products from making “100 per cent” claims. Separately, the Centre is considering MDR on UPI transactions from large merchants, a proposal that could add payment-acceptance costs for major retailers.
What happened
Dabur India · Dabur is revising labels and advertising after FSSAI barred certain food products using “100 per cent” claims. Separately, the Centre is
Key facts
- “100 per cent” product claims
- UPI MDR proposal for large merchants
- Tax benefit extension proposed until 2041
- India app revenue: $345 million in April-June 2026
- App revenue growth: 35% year-on-year
Why this matters
Prioritize targets with disciplined claims-governance and diversified payment economics, as regulation may raise compliance burdens and transaction costs across FMCG retail.
What to watch
- Formal FSSAI clarification identifying the affected product categories, permitted qualifiers and enforcement timelines.
- Additional notices, recalls or advertising takedowns involving large FMCG brands beyond Dabur.
- Government consultation paper or budget/policy announcement specifying the definition of a 'large merchant' for UPI MDR.
- NPCI, RBI, banking-industry or payment-aggregator guidance on MDR rates, exemptions and implementation mechanics.
- Large retailers reporting payment-cost provisions, higher acquiring expenses or shifts in UPI share at checkout.
- Consumer-facing changes such as cash/UPI payment incentives, card promotions or minimum-ticket thresholds at major retail chains.
- FMCG companies will conduct rapid audits of packaging, TV/digital creative, marketplace content and distributor point-of-sale material for prohibited absolute claims.
- Brands will accelerate pre-clearance processes involving regulatory, legal, scientific substantiation and marketing teams before campaign launches.
- Large retailers, quick-commerce firms and marketplaces will model UPI MDR exposure by payment mix, ticket size, merchant entity and acquiring-bank contract.
- Retailers may seek lower MDR caps, phased implementation, exemptions for essential goods and government support for payment infrastructure costs.
- Payment aggregators and banks may prepare differentiated pricing, routing and settlement products for enterprise merchants if policy direction becomes clearer.