The Food Safety and Standards Authority of India (FSSAI) has cracked down on Dabur India Limited, issuing a strict prohibition order barring the fast-moving consumer goods giant from selling numerous food products marketed with misleading claims of absolute purity. The sweeping directive targets some of Dabur’s most popular household items, directly challenging the company’s long-standing marketing strategies that rely heavily on terms like “100% natural” and “100% pure”.
The FSSAI announced the regulatory action on Monday, August 3, 2026, detailing that the prohibition order affects the sale of products including Dabur’s honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and various other items.
What Did FSSAI Say In Its Directive To Dabur?
The food regulator specified that these products, widely sold on the company’s official website and through retail channels, prominently featured misleading claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water”.
According to the FSSAI, the utilization of these absolute “100 per cent” claims constitutes a direct violation of the Food Safety and Standards (Advertising & Claims) Regulations, 2018. The regulatory body asserted that such labels are inherently “ambiguous, unverifiable and likely to mislead consumers” regarding the true nature, nutritional profile, and composition of the food products.
Beyond the general purity claims, the authorities highlighted specific, egregious violations regarding organic certifications. The regulator found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were commercially displaying the “Jaivik Bharat” logo—a certification mark for organic food products in India—without possessing a valid FSSAI organic endorsement. Furthermore, the product Dabur Hommade Coconut Milk was marketed with the claim “100% Purity,” which the FSSAI noted is strictly impermissible for compound foods under the 2018 regulations governing advertising and claims.
The regulatory body revealed that this was not a sudden punitive measure. The regulatory body had previously issued a formal notice to Dabur India, directing the immediate discontinuation of these misleading “100 per cent” claims. However, the regulator stated that “no satisfactory corrective action was taken by Dabur,” prompting the escalation to a full prohibition order. The order explicitly directs Dabur to immediately halt the sale of the identified products and any other food items carrying similar misleading claims.
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In response to the severe regulatory action, Dabur India issued a brief statement acknowledging the situation. “We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website,” the company stated. The FSSAI’s decisive intervention sets a massive precedent in the Indian food and beverage industry, warning other manufacturers that exploiting a “health halo” through unverified claims of total naturalness or purity will face strict legal consequences.