Now Reading: FSSAI bars Dabur from using ‘100%’ claims; firm moves court
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FSSAI bars Dabur from using ‘100%’ claims; firm moves court
The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India to halt sale of food products carrying '100%' claims, including honey, coconut oil, and ghee, calling the label ambiguous…
The Story in Brief
The Food Safety and Standards Authority of India (FSSAI) has ordered Dabur India to halt sale of food products carrying '100%' claims, including honey, coconut oil, and ghee, calling the label ambiguous and misleading. Dabur challenged the order in Delhi High Court, alleging the regulator acted mechanically and without a hearing. The court stayed the order until August 24. Dabur says inventory worth ₹150 crore is at risk. Britannia managing director Rakshit Hargave backed the crackdown, calling it good for consumers. FSSAI has also targeted energy drink makers over the word 'energy' and alco-bev firms United Spirits and Associated Alcohol & Breweries over flavouring norms.
The Indian Opinion
This fight is often framed as a plucky Indian company versus a heavy-handed regulator. But that misses the point. Dabur built a brand on '100% pure' promises, yet it was already changing labels before the order. The real test is not a court victory, it is whether consumers will forgive doubt. And note: FSSAI is not just after Dabur. Red Bull, United Spirits, and others face similar notices. If everyone is doing it, is anyone truly pure?
Sources (3): brandequity.economictimes.indiatimes.com, retail.economictimes.indiatimes.com, livemint.com
This story was synthesised by AI from the 3 sources linked above.
Updated: this story now draws on 3 sources.
