'100% Pure' Claim: Dabur Challenges FSSAI Order In Delhi High Court

Dabur India has moved the Delhi High Court against the Food Safety and Standards Authority of India (FSSAI) order restricting the sale of several of its food products over the use of “100%” claims on packaging and marketing material.

The FMCG major has challenged the regulator’s directive covering products such as honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water and coconut milk.

Dabur Challenges FSSAI Order In Delhi HC

In its petition, Dabur alleged that the FSSAI order was issued in violation of the principles of natural justice and statutory procedures.

The company claimed that it was neither issued a prior show-cause notice nor given an opportunity to present its side before the prohibition order was passed.

Dabur has also questioned the regulator’s authority to impose such restrictions, arguing that FSSAI does not have the power to issue the order in the manner adopted in this case.

The company described the directive as “non-speaking, ambiguous and without application of mind”.

It also objected to the public disclosure of the enforcement action, stating that the move has harmed the reputation and brand image of the company.

Dabur further argued that terms such as “100% natural” and “100% pure” are commonly used across the food industry by several major brands and questioned why only its products were targeted.

The petition has sought the court’s intervention against the restrictions imposed by FSSAI. The matter is scheduled to be heard by Justice Swarana Kanta Sharma.

FSSAI’s Action Against Dabur Products

The food safety regulator had earlier directed Dabur to stop selling products carrying claims such as “100% purity”, “100% natural”, “100% pure” and “100% organic”, stating that such claims were ambiguous, unverifiable and could mislead consumers.

FSSAI said the claims violated provisions under the Food Safety and Standards (Advertising and Claims) Regulations.

Additionally, Dabur Hommade Coconut Milk was highlighted for carrying a “100% purity” claim, which FSSAI said was not permissible for compound food products under existing regulations.