New Delhi | August 5, 2026
The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Limited to immediately stop the sale of several food products over allegedly misleading marketing claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” and “100% Tender Coconut Water.”
The food regulator said these claims are ambiguous, unsubstantiated, and likely to mislead consumers, making them a violation of India’s food advertising regulations.
FSSAI Raises Objections to ‘100% Pure’ Claims
According to the regulator, Dabur marketed certain products using claims including:
- 100% Natural
- 100% Pure
- 100% Purity Guaranteed
- 100% Tender Coconut Water
FSSAI stated that such representations violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018, as the company failed to provide adequate scientific substantiation for these claims.
Organic Labeling Also Under Scrutiny
The regulator further alleged that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the ‘Jaivik Bharat’ logo without obtaining the required valid organic certification from FSSAI.
According to the authority, this constitutes a violation of the Food Safety and Standards (Organic Foods) Regulations, 2017.
Coconut Milk Product Also Flagged
FSSAI also objected to Dabur Homemade Coconut Milk, which was marketed with a “100% Purity” claim.
The regulator said such a claim is not permitted for compound food products under the existing food labeling and advertising norms.
Previous Notice Ignored, Says Regulator
FSSAI revealed that Dabur had previously been issued a notice directing the company to discontinue misleading “100%” claims.
However, according to the regulator, the company failed to implement satisfactory corrective measures, prompting the latest enforcement action.
Company Directed to Submit Compliance Report
The food safety authority has instructed Dabur to:
- Immediately discontinue the sale of the identified products.
- Stop using the disputed marketing claims.
- Submit an Action Taken Report (ATR) within 15 days detailing the corrective measures taken.
Dabur Shares Decline
Following the regulatory action, Dabur India shares came under selling pressure.
At around 11:30 AM, the stock was trading at:
- ₹413.65
- Down 2.85%
The stock has also witnessed sustained weakness over recent months:
- Past 1 Month: Down 8%
- Past 6 Months: Down more than 17%
Investors appeared cautious amid concerns over potential regulatory and reputational impact on the company’s food products business.
Key Highlights
- FSSAI orders Dabur to halt sales of products carrying “100%” purity claims.
- Regulator says the claims are misleading and violate advertising regulations.
- Organic products allegedly carried the Jaivik Bharat logo without valid certification.
- Dabur instructed to stop sales immediately and file an Action Taken Report within 15 days.
- Dabur shares fell nearly 3% following the development.
