Delhi HC restrains FSSAI from cancelling ITC licence over Aashirvaad ‘100%’ claims
The Delhi High Court has given ITC interim protection against cancellation of its food licence as it contests FSSAI notices seeking removal of ‘100%’ claims from Aashirvaad MP Chakki Atta packaging, advertising and website.
What happened
Delhi High Court restrained FSSAI from cancelling ITC’s licence over Aashirvaad MP Chakki Atta’s “100%” label claims. ITC challenges FSSAI’s advisory and
Key facts
- 100% Atta
- 100% Madhya Pradesh Wheat
- 0% Maida
- May 28, 2025
- August 10
- August 13
- August 28
- September 9
- 15 days
- 30 days
- Food Safety and Standards Act, 2006
- Article 14
Why this matters
The dispute highlights increasing scrutiny of absolute FMCG claims, making label-compliance diligence and substantiation reviews essential in food-brand partnerships or acquisitions.
What to watch
- September 9 hearing outcome, including whether the interim protection is extended, narrowed or made conditional on packaging changes.
- FSSAI's specific objection: whether '100%' refers to whole-wheat content, purity, provenance, processing method or another attribute.
- Any court direction on evidence thresholds for absolute food-label claims and whether qualifiers or disclaimers can cure the issue.
- New FSSAI advisories, notices or enforcement actions involving comparable claims in atta, edible oils, dairy, beverages, supplements or organic/natural foods.
- ITC changes to Aashirvaad pack artwork, product pages, advertising copy, SKU availability or trade communication.
- Retailer and marketplace delistings, listing edits or consumer complaints related to the challenged product.
- ITC is likely to maintain sales under the court's protection while preparing alternate artwork, website copy and campaign materials in case rapid compliance is required.
- FSSAI may submit claim-substantiation standards, testing evidence and arguments distinguishing product composition from marketing language.
- ITC and other FMCG companies are likely to conduct legal reviews of absolute claims, especially '100%,' 'pure,' 'natural,' 'fresh,' 'chemical-free' and similar unqualified packaging language.
- Modern trade, e-commerce platforms and distributors may seek confirmation that current Aashirvaad inventory can remain listed and sold pending the case.
- Competitors may avoid direct imitation of the disputed language and instead emphasize functional attributes, sourcing, texture, nutrition or process claims.