FSSAI Prohibits Dabur's '100% Honey' and '100% Ghee' Claims Over Labeling Violations

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.

Why FSSAI has Problems with 100% Claims?

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.

The word might provide the false idea of total purity or supremacy, it added, and there was no definition of it under the current standards. Dabur Organic Honey and Dabur Himalayan Organic Apple Cider Vinegar both bear the Jaivik Bharat emblem, according to the FSSAI. However, neither of these products has a legitimate organic endorsement from the FSSAI.

Certified organic food with the Jaivik Bharat mark indicates that it has been produced in accordance with the organic standards set out by the Indian government. Dabur Homemade Coconut Milk, which boasted "100 per cent Purity" on its packaging, was also warned by the regulator. In a previous warning, FSSAI had instructed Dabur to stop making deceptive "100 per cent" claims, the agency claimed. Nevertheless, the business failed to adequately address the issue. Now it has ordered Dabur to halt sales of the listed food items right away, along with other food items that have deceptive "100 per cent" claims.

Dabur Currently Reviewing FSSAI’s Orders

Dabur stated that it was analysing the material referenced by the regulator after receiving the FSSAI notification. In a statement, the business confirmed receiving the FSSAI notification and said it is now reviewing the online content referenced in the notice.

The move is in line with FSSAI's broader campaign to combat deceptive claims made in food packaging and advertising. For the past several months, the FSSAI has been actively engaging in social media outreach to disseminate information regarding the enforcement actions it has taken against certain food industry operators and e-commerce platforms that sell these products.