Delhi HC pauses FSSAI licence action against ITC over Aashirvaad ‘100% atta’ claim

The Delhi High Court has asked FSSAI not to take a licence-cancellation decision against ITC while it challenges notices over Aashirvaad atta’s “100%” label claim. The case could clarify how India’s food labelling and advertising rules apply to absolute product claims.

— Source publishedTue, 25 Aug, 2026, 12:46 IST·First seen Tue, 25 Aug, 2026, 13:04 IST·Source ET Small Business

What happened

Delhi High Court asked FSSAI to pause any licence-cancellation decision against ITC over Aashirvaad atta’s “100%” claim. ITC challenges FSSAI’s advisory and

Key facts

  • 100%
  • May 28, 2025
  • August 10
  • August 13
  • 15 days
  • 30 days
  • September 9
  • Food Safety and Standards Act, 2006
  • Labelling and Display Regulations, 2020
  • Advertising and Claims Regulations, 2018
  • 150 notices

Why this matters

The dispute raises diligence requirements for FMCG targets and brands, as broad enforcement of food-labelling rules could affect claim substantiation, packaging costs and portfolio valuations.

What to watch

  • Delhi High Court observations on whether licence cancellation is proportionate for a labelling dispute.
  • The exact FSSAI notice language, including the regulatory provision invoked and alleged basis for consumer deception.
  • Any FSSAI advisory, clarification, or nationwide inspection drive focused on “100%,” “pure,” “natural,” or similar absolute claims.
  • ITC pack changes, advertising edits, distributor communications, or disclosures in earnings commentary.
  • Parallel actions involving other flour, edible-oil, dairy, beverage, health-food, or infant-food brands.
  • Consumer complaints or competitor challenges that expand the issue from one SKU to category-wide scrutiny.
  • ITC will continue its legal challenge while defending the technical basis and consumer interpretation of the “100% atta” claim.
  • FSSAI may submit its rationale for treating the label as non-compliant and could seek a time-bound hearing or narrower interim conditions.
  • Major FMCG firms will conduct internal audits of absolute, purity, health, naturalness, and ingredient-origin claims across packaging, ecommerce listings, and advertising.
  • Brand owners may pre-emptively shift from unqualified “100%” wording to more specific formulations such as “made from 100% whole-wheat atta,” subject to product facts and legal review.
  • Retailers and marketplaces may ask suppliers for substantiation documents if enforcement broadens to digital product descriptions.