Now Reading: FSSAI cracks down on ‘100%’ claims, Dabur fights back in court
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FSSAI cracks down on ‘100%’ claims, Dabur fights back in court
The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur to stop selling products carrying '100% Natural', '100% Pure', or '100% Organic' claims, calling them ambiguous and potentially misleading. Dabur…
The Story in Brief
The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur to stop selling products carrying '100% Natural', '100% Pure', or '100% Organic' claims, calling them ambiguous and potentially misleading. Dabur has challenged the order in the Delhi High Court and received interim relief, while also beginning to remove those claims from labels and ads. Separately, FSSAI has directed energy drink makers including Red Bull and Sting to drop the word 'energy' from labels, and has questioned United Spirits and other alcohol brands over flavouring norms. Britannia managing director Rakshit Hargave welcomed the crackdown, calling it good for consumer interests. Many companies are seeking more time or court intervention.
The Indian Opinion
The crackdown is being painted as an attack on brand equity, but the real issue is whether '100% natural' or 'energy' can ever be absolute. Industry bodies argue that decades-old practices are now suddenly under fire, while the regulator insists on substantiation. That debate is fair. But consumers are not fools, they know that many '100%' claims are marketing fluff. The coming weeks will test how many companies quietly change labels and how many choose to fight the regulator in court. That split will reveal who trusts their own product.
Sources (2): brandequity.economictimes.indiatimes.com, retail.economictimes.indiatimes.com
This story was synthesised by AI from the 2 sources linked above.
