FSSAI Cracks Down on Dabur, Bans Sale of Products Making ‘100% Pure’ and ‘100% Natural’ Claims
Food safety regulator says several Dabur products carried misleading advertising claims that violate FSSAI regulations; company asked to submit an action taken report within 15 days.
New Delhi | August 4, 2026: India's food safety regulator, the Food Safety and Standards Authority of India (FSSAI), has taken stringent action against Dabur India Limited, directing the company to stop selling several products marketed with claims such as "100% Natural," "100% Pure," "100% Organic," and "100% Purity Guaranteed." According to FSSAI, an investigation found that these claims were prominently displayed on Dabur's website and product labels, violating the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulator said such claims are vague, unverified, and have the potential to mislead consumers.
The products covered under the ban include Dabur Honey, Cow Ghee, Apple Cider Vinegar, Virgin Coconut Oil, Sesame Oil, Coconut Water, and Coconut Milk. FSSAI also noted that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey carried the 'Jaivik Bharat' logo without valid authorization.
Additionally, Dabur Homemade Coconut Milk was found to carry a "100% Purity" claim, which is prohibited for compound food products under existing food safety regulations.
FSSAI stated that it had previously issued notices directing the company to remove the misleading claims. However, after finding no satisfactory corrective action, the authority ordered Dabur to immediately halt the sale of the affected products.
The regulator has also instructed the company to submit an Action Taken Report (ATR) within 15 days, detailing the corrective measures implemented to comply with the regulations.
The move underscores FSSAI's ongoing efforts to strengthen food safety standards and crack down on misleading advertising practices in the food industry, with several major companies reportedly under increased regulatory scrutiny.
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