Dabur Moves Delhi High Court Against FSSAI Ban on ‘100% Pure’ Claims
FMCG major challenges regulator's order, says it was denied a fair hearing before sales restrictions were imposed
Dabur India has approached the Delhi High Court, challenging the Food Safety and Standards Authority of India (FSSAI) order that halted the sale of several of its food products marketed with claims such as "100% Pure" and "100% Natural."
The petition, filed on Thursday, contests FSSAI's directive against products carrying what the regulator describes as misleading "100%" claims. The affected products include Dabur's honey, ghee, and several other food items.
FSSAI recently stated that claims such as "100% Natural," "100% Pure," "100% Purity Guarantee," "100% Organic," and "100% Tender Coconut Water" could mislead consumers and do not comply with the Food Safety and Standards (Advertising and Claims) Regulations, 2018. According to the regulator, such claims are vague and difficult to substantiate.
The regulator's order covered products including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and other food products. FSSAI said it found these claims on Dabur's official website and directed the company to immediately stop selling the identified products. It also asked Dabur to submit an Action Taken Report (ATR) within 15 days.
In its plea before the High Court, Dabur questioned both the procedure and jurisdiction adopted by FSSAI. The company argued that it was neither issued a show-cause notice nor given a proper opportunity to present its case before the order was passed. Dabur also contended that the regulator does not have the authority to issue such a sales ban and alleged that the decision was taken without adequate reasoning or due process.
The FMCG company further claimed that several brands across different food categories use similar "100%" claims in their marketing. It also objected to FSSAI making the order public, arguing that the move had negatively impacted its brand image.
The matter is expected to be heard by the Delhi High Court, where Dabur is seeking relief against the regulator's order.
Disclaimer: The information provided in this article is for general informational purposes only. While we endeavor to keep the information up to date and correct, News Setu makes no representations or warranties of any kind, express or implied, about the completeness, accuracy, or reliability of the content. Any reliance you place on such information is strictly at your own risk.