Delhi HC restrains FSSAI from cancelling ITC licence over Aashirvaad atta claims
The Delhi High Court has granted interim relief to ITC, restraining FSSAI from cancelling its food licence over “100%” claims on Aashirvaad MP Chakki Atta. The matter, involving claims including “100% Atta” and “0% Maida,” is due for hearing on September 9.
What happened
ITC Limited · Delhi High Court restrained FSSAI from cancelling ITC’s food licence over Aashirvaad MP Chakki Atta’s “100%” labelling claims. ITC challenges the
Key facts
- 100% Atta
- 100% Madhya Pradesh Wheat
- 0% Maida
- May 2025
- August 10
- 30 days
- 15 days
- September 9
Why this matters
The dispute highlights labelling-claim diligence as a material FMCG transaction issue, particularly where food licences can be exposed to regulator challenges over absolute product assertions.
What to watch
- Delhi High Court’s September 9 hearing outcome and whether interim protection is extended, narrowed or vacated.
- Any FSSAI inspection report, laboratory finding or formal order explaining the alleged non-compliance.
- Whether ITC voluntarily changes “100% Atta,” “0% Maida” or related claims on new production batches.
- FSSAI issuing broader guidance or enforcement notices on absolute front-of-pack claims.
- Advertising Standards Council of India complaints or consumer litigation referencing the same claims.
- Evidence of retailer delistings, inventory recalls or disruption in Aashirvaad atta supply.
- ITC is likely to file detailed technical submissions on product formulation, milling process, ingredient definitions and the basis for the challenged claims.
- ITC may prepare revised packaging, point-of-sale material and digital advertising language as a contingency before the next hearing.
- FSSAI may clarify whether its objection concerns the factual composition of the product, the legal meaning of “100%,” or the prominence and qualification of claims.
- Competing packaged-staples brands may review “100%,” “zero,” “pure,” “natural” and similar absolute claims across flour, spices, oils and other FMCG categories.
- Retailers and distributors are likely to maintain Aashirvaad inventory flows while interim relief remains in force, but may seek assurance on sell-through treatment if labels change.