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Delhi High Court stays FSSAI move to cancel ITC licence over Aashirvaad ‘100%’ claims
Our read
ITC is more likely to avoid licence cancellation but may ultimately soften Aashirvaad's absolute '100%' and '0%' claims, setting a wider FMCG label-compliance precedent.
For operators
ITC can keep Aashirvaad MP Chakki Atta on shelves under its current licence for now, but should prepare packaging and claims contingencies ahead of the September 9 hearing.
Watch
Delhi High Court proceedings and any order around the September 9 listing.
The report,
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 notices requiring removal of the claims, with interim protection until the September 9 hearing.
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Reported figures
From the report. Source details below
| 100% Atta, 100% Madhya Pradesh Wheat, | 0% Maida |
|---|---|
| Food Safety and Standards Act, | 2006 |
Other figures
- May 28, 2025
- 15 days
- 30 days
- Article 14
Why it matters to operators and investors
The case highlights rising regulatory scrutiny of absolute food-label claims, making claims substantiation and packaging-liability diligence more important in FMCG partnerships and acquisitions.
What to watch next
- Whether the stay explicitly permits continued use of existing packaging, only prevents licence cancellation, or imposes interim claim restrictions.
- FSSAI evidence on the meaning of 'atta', 'maida', refining, additives, and consumer-deception standards.
- Any ITC label revision, retailer notice, SKU relaunch, or withdrawal of the contested claims.
- Extension of FSSAI scrutiny to other ITC foods or rival atta and staple-food brands using absolute purity/composition claims.
- FSSAI issuance of broader guidance on '100%', 'zero', 'free-from', and ingredient-composition claims.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- ITC is likely to maintain supply and existing packaging during the stay while preparing technical substantiation for ingredient composition and milling claims.
- ITC may develop contingency packaging that removes absolute language or adds qualifiers, enabling rapid national rollout if required.
- FSSAI may defend its advisory by emphasizing consumer interpretation of absolute claims rather than only literal ingredient content.
- Competing packaged-atta brands may review '100%', 'pure', 'zero', and similar absolute claims across labels and advertising.
- Modern trade and e-commerce listings may face claim-description edits if the dispute broadens into advertising or marketplace-compliance scrutiny.
The counter-case
The case against this reading — not reported by the source.
The stay is interim procedural relief, not validation of the “100% Atta” or “0% Maida” claims. If FSSAI ultimately prevails, ITC could face relabelling, inventory write-downs, distribution disruption, corrective advertising and reputational damage in a trust-sensitive staples category. The dispute also exposes regulatory risk around absolute-label claims across ITC’s broader food portfolio.