FSSAI bans Dabur sales of foods with misleading 100% claims

India's national food safety regulator has ordered Dabur India Limited to immediately halt sales of several of its food products, citing misleading "100%" claims and improper organic labeling. The Food Safety and Standards Authority of India (FSSAI) issued the prohibition of sale order on Monday, August -3, 2026, after finding the company's products carried unverifiable claims such as "100% Natural," "100% Pure," and "100% Purity Guaranteed."

The order covers a range of products sold on the company's website, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk. According to the FSSAI, these "100%" claims violate the FSS Advertising Claims Regulations of 2018 because they are ambiguous and likely to mislead consumers. The regulator stated that despite a previous notice directing the discontinuation of such claims, Dabur India did not take satisfactory corrective action.

In a separate violation, the FSSAI found that two specific products, Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, were displaying the official "Jaivik Bharat" organic logo without possessing a valid FSSAI organic endorsement. This...