We have all stood in a grocery aisle or browsed online, trusting a bright “100% Pure” or “100% Organic” label to guide our health choices. However, food safety regulators have decided it is time to halt these absolute promises.

The Food Safety and Standards Authority of India (FSSAI) recently stepped in with a strict prohibition order, barring Dabur India from selling several popular household products using “100 percent” claims on its website.

What’s on the Radar?

Shoppers who routinely stock their pantries with Dabur products online will notice changes to digital storefronts. The regulatory crackdown covers everyday staples, including:

• Honey
• Cow Ghee
• Apple Cider Vinegar
• Virgin Coconut Oil and Sesame Oil
• Coconut Water and Coconut Milk

The issue is not necessarily the products themselves, but how they are marketed. The FSSAI flagged phrases splashed across digital storefronts, such as ‘100% Natural’, ‘100% Pure’, ‘Purity Guaranteed’, and ‘100% Organic’.

Why the Pushback?

From the regulator’s perspective, absolute terms can sound reassuring, but under the FSS (Advertising & Claims) Regulations, 2018, they are too slippery. The FSSAI pointed out that these claims are frequently ambiguous, difficult to verify, and risk misleading everyday shoppers who seek authentic food.

How is Dabur Responding?

Dabur has acknowledged receiving the regulatory notice. In a brief statement, the company announced it is reviewing its website content to check everything flagged by the regulator and determine its next steps.

This enforcement serves as a reminder for consumers to examine labels closely and indicates that regulators are monitoring bold marketing claims across the industry.