GUWAHATI: The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Limited to immediately stop the sale of food products carrying misleading "100%" claims and submit an Action Taken Report (ATR) within 15 days.
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In a post on X, FSSAI said it had issued a Prohibition Order against the company after finding products marketed with claims such as "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water".
According to the regulator, such claims are ambiguous, unverifiable and likely to mislead consumers, in violation of the Food Safety and Standards (Advertising and Claims) Regulations, 2018, and food labelling norms.
FSSAI also flagged the use of the Jaivik Bharat logo on Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, stating that the products did not have valid FSSAI organic endorsement.
The action comes amid broader food safety concerns. The Centre informed Parliament that 40,023 of 2,23,808 food samples tested during 2025-26 were found to be non-conforming. It also said that authorities initiated 31,878 civil cases resulting in penalties and secured 1,918 criminal convictions for food safety violations.