Major fast-moving consumer goods manufacturer Dabur India has sought legal assistance regarding the next steps after receiving a prohibitory order from the Food Safety and Standards Authority of India (FSSAI).
The company stated that it is actively engaging with the regulator in response to the ban on selling products containing '100 percent' claims and has requested a report on the measures taken.
Details of the Ban
On Monday evening, FSSAI issued a ban on the sale of Dabur India food products that contained '100 percent' claims. These products include honey, apple cider vinegar, immature coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and other similar items.
Furthermore, the regulator required the company to submit an Action Taken Report (ATR) within 15 days.
Background of the Issue
Previously, on April 8, Dabur India received a notification from FSSAI concerning misleading '100 percent' claims on one of its products. In its statement, the regulator noted that the food business operator had not taken satisfactory corrective actions.
In response, the company stated in its stock exchange filings that it had responded appropriately, clarifying that the disputed product label did not use the '100% Pure' claim. The company also added that, as a responsible corporate citizen, Dabur had already begun the process of transitioning to new labels and advertising compliant with FSSAI requirements, without the 100 percent claim. It specified that most labels, advertising, and websites mentioned in the said order have either transitioned to the new format or are in the process of doing so.
The major consumer goods manufacturer stated in its filing to the stock exchange that this notification relates solely to the interpretation of the product description and does not call into question the quality, safety, purity, or standards of the products manufactured and sold by the company.
The company noted that the impact of this ban on its financial position, business operations, or results is limited only to the disputed food products.
In a media statement, Dabur India Limited expressed the view that the claims on its product labels comply with current legal and regulatory frameworks and are consistent with long-standing industry practices. The company emphasized that it upholds the purity and quality of its products and has never made misleading claims.


