Dabur Faces FSSAI Ban on ‘100% Pure’ Claims

If you’ve ever grabbed a bottle of Dabur honey or apple cider vinegar, you might notice some changes soon. The Food Safety and Standards Authority of India (FSSAI) has issued a prohibitory order against Dabur India, barring the sale of food products that claim to be “100 per cent” something.

This move impacts several common kitchen staples, and Dabur is currently seeking legal advice to figure out its next steps. The FSSAI also wants an Action Taken Report within 15 days from the company.

What Triggered the Order?

The FSSAI’s decision comes after an earlier notice on April 8 regarding misleading “100 per cent” claims on one of Dabur’s products. The regulator felt that Dabur hadn’t taken satisfactory corrective action following that initial notice.

• The affected products include items like honey.
• Also on the list are apple cider vinegar.
• And virgin coconut oil.

Dabur’s Take on the Situation

Dabur, however, clarified in a stock exchange filing that they are not using a “100% Pure” claim on the specific product label the FSSAI objected to. The company stated it had already started updating product labels and advertisements to remove the “100 per cent” claim, with most changes already done or in progress.

Dabur believes its product descriptions comply with existing legal and regulatory frameworks and industry practices, asserting no misleading claims were made. The company expects the impact on its business operations, financial position, or performance to be limited to only the specific food products mentioned.

So, while you might see new labels on your favorite Dabur products, the company assures us that the quality, safety, and purity of their items are not being questioned by this order.