Delhi HC Puts FSSAI Order on Hold Over Dabur’s ‘100%’ Food Product Claims

The Delhi High Court granted Dabur India a reprieve on August 7 by staying the ruling of the Food Safety and Standards Authority of India (FSSAI). The consumer goods company was prohibited from marketing its products with claims such as "100% Pure", "100% Natural", and "100% Purity Guaranteed" by the food regulator's order.

On first glance, the food regulator should have given Dabur a chance to be heard before passing the prohibitory order, according to Justice Amit Mahajan's bench. The plea filed by Dabur challenging the order given by the FSSAI on August 3rd was acknowledged by Justice Mahajan. In addition, the court ordered the agency to respond within 15 days. Until the next hearing on August 24th, the impugned order will remain subject to an interim stay.

Dabur and FSSAI’s Argument at Delhi HC

Senior counsel Sandeep Sethi represented Dabur and contended that the regulator went beyond its legal authority. In addition, Sethi claimed that the FSSAI had violated due process by issuing what amounted to a prohibitory order. Claiming that the corporation had not been given a show-cause notice or a chance to be heard.

Further, he argued that the order had been imposed in breach of justice standards. Ashish Dixit, representing FSSAI, argued that the Delhi High Court had previously awarded temporary protection in a separate case involving Real fruit juice. Further, Dixit said that this case is already pending, and it concerns Dabur's "100%" claims. The FSSAI's legal team argued against the plea by pointing out that the corporation had already been sent with an improvement notice. Furthermore, the lawyer insisted that the appointed official had the authority to ban the sale of items determined to be in violation of the Food Safety and Standards Act.

Backdrop of the Entire Dabur & FSSAI Argument

On 3 August, Dabur India has been directed by the Food Safety and Standards Authority of India (FSSAI) to discontinue the sale of multiple food products that bear the "100 per cent" claim. The food safety authority has voiced concerns that the language used could mislead buyers due to its lack of clarity and verifiability.

The FSSAI issued a prohibition order on August 3, targeting goods with deceptive "100%" claims, such as honey, apple cider vinegar, sesame oil, virgin coconut oil, palm kernel oil, coconut water, and coconut milk. FSSAI found that several of Dabur's goods had statements like "100% Natural," "100% Pure," "100% Organic," and "100% Tender Coconut Water" on their websites.

Such assertions are in violation of the Food Safety and Standards (Advertising & Claims) Regulations, 2018, according to the regulator. This in no way indicates that the products are dangerous or contaminated. Their marketing and labelling practices are at the heart of FSSAI's concerns. In May 2025, the agency asked food companies to stop using "100 per cent" claims on their labels, packaging, and ads by issuing an industry-wide advisory.