fssai-bans-dabur-from-selling-honey-ghee-with-100-pc-tag

According to the Food Safety and Standards Authority of India (FSSAI), Dabur India must stop selling certain food products that use the terms "100 percent," since these terms may be considered ambiguous, unverifiable, and possibly misleading to consumers.

 

This ban includes products available on Dabur India’s website, which include “100 percent Natural,” “100 percent Pure,” “100 percent Purity Guaranteed,” “100 percent Organic,” and “100 percent Tender Coconut Water” such as “Honey, Apple Cider Vinegar, Virgin Coconut Oil, Sesame Oil, Cow Ghee, Coconut Water, and Coconut Milk.”

 

In the view of the regulator, the above-stated claims run counter to the provisions set forth in the Food Safety and Standards (Advertising & Claims) Regulations, 2018. It should be emphasised that the above measures relate exclusively to the labelling and promotion of products and not their quality or contamination as the regulatory body explicitly notes.

 

The above-mentioned move comes on the heels of an industry-wide advisory issued by FSSAI in May 2025 requiring food manufacturers to drop "100 per cent" claims from the packaging, labelling, and promotions of food products. The regulatory body emphasised that the term "100 per cent" had no official definition at present and could give rise to false beliefs.

 

In addition to the labelling claims, FSSAI highlighted that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo—the official mark for certified organic food in India—without holding a valid organic endorsement. The regulator also pointed to Dabur Hommade Coconut Milk, which was being promoted under the claim "100 per cent Purity".

 

Having previously issued a notice asking Dabur to withdraw the misleading terminology, the regulator stated that the company failed to take satisfactory corrective measures. Consequently, Dabur has been ordered to immediately cease sales of the affected products and any others carrying similar claims, while also being required to submit an Action Taken Report within 15 days.

 

Responding to the development, Dabur confirmed receipt of the order and stated that it is currently reviewing the website content flagged by the regulator to address the concerns raised.

 

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