Delhi HC pauses FSSAI curb on Dabur’s ‘100%’ label claims
The Delhi High Court has stayed FSSAI’s direction barring Dabur from using “100% Pure”, “100% Natural” and “100% Organic” claims, pending adjudication. Dabur argues the regulator did not follow required notice-and-response procedures; the case concerns labelling, not product safety.
What happened
Dabur India · Delhi High Court stayed FSSAI’s order barring Dabur products from using “100% Pure”, “100% Natural” and “100% Organic” claims. Dabur says the
Key facts
- August 3
- 1.05%
- ₹410.25
- 2018
- 2006
Why this matters
For FMCG diligence, the case underscores that ‘natural,’ ‘pure’ and ‘organic’ positioning can carry material regulatory and brand-equity risk even when product safety is not in question.