FSSAI-flagged D2C food brands still selling on Blinkit, Zepto despite misleading-claim notices

India's food regulator flagged 163 products from 14 D2C brands including Storia, Troovy and Two Brothers Organic Farms for misleading claims, but 120 remain in circulation. 8 of 15 flagged SKUs still listed on Blinkit, raising accountability questions as quick-commerce platforms shift to inventory-led models.

— Source publishedThu, 18 Jun, 2026, 17:37 IST·First seen Thu, 18 Jun, 2026, 17:44 IST·Source Medianama

What happened

FSSAI flagged 14 D2C food brands for misleading claims, but products from Storia, Troovy, Two Brothers Organic Farms remain on Blinkit, Zepto, Instamart. Raises

Key facts

  • 14 D2C brands
  • 163 products flagged
  • 120 still in circulation
  • 8 of 15 still on Blinkit
  • Rs 10 lakh max penalty
  • 4% pomegranate juice
  • 30% shelf life
  • 45 days expiry

Why this matters

Quick-commerce platforms moving to inventory-led models inherit brand compliance risk, creating M&A diligence imperatives around SKU-level regulatory exposure and potential indemnification structures in D2C acquisitions.

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