FSSAI tells Dabur to halt sales of products carrying misleading “100%” claims
Food regulator FSSAI has directed Dabur India to immediately stop selling specified honey, oil and coconut products carrying “100%” claims it found misleading. The company has also been asked to address improper Jaivik Bharat logo use and submit an action-taken report within 15 days.
What happened
FSSAI ordered Dabur India to immediately halt sales of food products carrying misleading “100%” claims, including honey, oils and coconut products. It also
Key facts
- 15 days
- 100%
- FSS (Advertising & Claims) Regulations, 2018
- FSS (Organic Foods) Regulations, 2017
Why this matters
The action underscores elevated regulatory diligence requirements for FMCG label claims, making substantiation, certification controls and compliance audits critical in any category partnership or acquisition review.
What to watch
- FSSAI disclosure of the specific SKUs, manufacturing batches and exact violations.
- Dabur's action-taken report, relabelling plan and any statement on financial materiality.
- Whether FSSAI orders product recall, testing, penalties or expands the directive to additional Dabur products.
- Evidence of retailer delistings, e-commerce listing removals, distributor returns or promotional withdrawal.
- Regulatory notices to other honey, oil, coconut or organic-labelled FMCG brands.
- Consumer and media reaction, especially around purity and organic-certification credibility.
- Immediately halt dispatches and sales of the named affected SKUs; coordinate retailer recalls, inventory segregation and credit notes.
- Submit the required action-taken report within 15 days with SKU-level withdrawal, relabelling and corrective timelines.
- Conduct a company-wide audit of '100%', purity, natural, organic and certification-logo claims across labels, e-commerce listings, advertisements and distributor materials.
- Seek clarification from FSSAI on acceptable revised language and approval requirements before relaunching inventory.
- Prepare investor and trade communication quantifying affected categories, expected inventory write-offs and expected normalization timeline.