FSSAI Orders Dabur to Remove '100% Pure' Claims From Several Products
FSSAI has ordered Dabur India to withdraw food products carrying claims such as "100% Pure," "100% Natural," "100% Organic," and "100% Tender," stating that these labels are misleading and unverifiable. The company has been asked to comply with the order within 15 days, while the announcement also led to a nearly 4% decline in Dabur's share price.
New Delhi: The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd. to withdraw several food products from the market over the use of claims such as "100% Pure," "100% Natural," "100% Organic," and "100% Tender." According to the regulator, these claims are ambiguous, difficult to scientifically verify, and have the potential to mislead consumers.
Why Did FSSAI Take Action?
FSSAI stated that labels carrying absolute claims like "100% Pure" or "100% Natural" do not comply with food safety regulations because they cannot be objectively verified. The regulator believes such descriptions may create a false impression among consumers regarding the quality or composition of the products.
As part of its order, Dabur has been instructed to remove the affected products from the market and submit a compliance report within 15 days.
Products Covered Under the Order
The directive applies to several Dabur food products carrying these claims, including:
•Honey
•Apple Cider Vinegar
•Virgin Coconut Oil
•Sesame Oil
•Cow Ghee
•Coconut Water
•Coconut Milk
These products will need to be relabelled or brought into compliance with FSSAI regulations before they can continue to be sold with revised packaging.
Impact on Dabur Shares
Following the regulatory action, Dabur India's shares fell by nearly 4%, reflecting investor concerns over the company's product labeling and compliance requirements.
FSSAI's Stand
The food safety regulator has maintained that food labels should provide clear, truthful, and verifiable information to consumers. It emphasized that manufacturers should avoid making claims that cannot be scientifically substantiated or may mislead buyers.