Delhi HC pauses FSSAI action against ITC over Aashirvaad Atta’s ‘100%’ claims
The Delhi High Court has paused FSSAI’s move to cancel ITC’s licence over Aashirvaad Atta claims, pending a hearing on Sept. 9. ITC is contesting notices that seek changes to product labels, advertising and its website, arguing the advisory lacks legal basis.
What happened
Delhi High Court paused FSSAI action to cancel ITC’s licence over Aashirvaad Atta’s “100%” claims. ITC is challenging FSSAI notices requiring changes to labels,
Key facts
- 100%
- August 10
- August 13
- 15 days
- September 9
Why this matters
The case elevates claim-substantiation and regulator-readiness as diligence priorities for FMCG brands, especially where premium positioning relies on absolute quality or purity language.
What to watch
- Delhi High Court's Sept. 9 hearing outcome and whether the stay is extended, modified or vacated.
- Whether FSSAI produces a formal statutory basis, testing evidence or consumer-deception rationale beyond the challenged advisory.
- Any ITC voluntary label, website or advertising revisions before the hearing.
- FSSAI notices or advisories directed at other atta, edible-oil, dairy, beverage or packaged-food brands using absolute claims.
- Evidence of retailer delistings, distributor caution, ad campaign pauses or consumer complaints despite the legal stay.
- ITC will likely maintain sales and distribution during the stay while preparing technical substantiation for each contested '100%' claim.
- ITC may audit Aashirvaad packaging, website content, retailer product listings and active advertising for language that can be rapidly amended if the court narrows relief.
- FSSAI may clarify whether its action rests on binding labelling regulations, food-safety standards, misleading-advertising provisions or a broader consumer-protection interpretation.
- Rival packaged-staples brands may pre-emptively review absolute claims such as '100% pure', '100% natural', '100% whole wheat' and similar formulations.