Dabur Challenges FSSAI Ban on Absolute Purity Claims

Dabur India Limited has filed a legal challenge in the Delhi High Court against a prohibition order issued by the Food Safety and Standards Authority of India (FSSAI). The regulator ordered the company to immediately stop selling products that use absolute purity claims, such as "100% Pure", "100% Natural", and "100% Organic".

The FSSAI argues that these branding claims are ambiguous, unverifiable, and misleading under the 2018 Food Safety and Standards Advertising and Claims Regulations. Specifically, the regulator flagged honey, cow ghee, coconut milk, and apple cider vinegar, noting that some products displayed the "Jaivik Bharat" organic logo without proper verification.

In disclosures to the BSE and NSE, the company stated it has already begun phasing out the contested claims from its labels and advertisements. Despite the legal challenge, Dabur maintains that its products meet industry quality standards and expects the order to have minimal long-term financial impact.