FSSAI Orders Dabur to Halt Sale of Products Carrying Allegedly Misleading ‘100 Per Cent’ Claims

New Delhi, August 4, 2026 (Yes Punjab News)

The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Limited to immediately stop selling several food products carrying what the regulator described as misleading and non-compliant claims, prompting a decline of more than 2 per cent in the company’s share price during Monday’s trading session.

According to the food safety regulator, Dabur has been instructed to discontinue the sale of products bearing claims such as “100 per cent Natural”, “100 per cent Pure”, “100 per cent Purity Guaranteed”, “100 per cent Organic” and “100 per cent Tender Coconut Water”. FSSAI said these claims were ambiguous, unverifiable and had the potential to mislead consumers, making them inconsistent with the Food Safety and Standards (Advertising and Claims) Regulations, 2018.

The regulator also found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without valid FSSAI organic endorsement, which it said violated the Food Safety and Standards (Organic Foods) Regulations, 2017.

In another observation, FSSAI said Dabur Hommade Coconut Milk was marketed with the claim “100 per cent Purity”, a declaration not permitted for compound food products under the applicable regulations.

The authority further noted that despite issuing an earlier notice directing the company to discontinue the disputed “100 per cent” claims, satisfactory corrective action had not been taken.

FSSAI has asked Dabur to immediately cease the sale of the identified products and submit an Action Taken Report (ATR) within 15 days.

Following the regulatory action, Dabur India shares fell over 2 per cent to Rs 414.60 on the BSE during morning trade, after touching an intraday low. The stock has traded between a 52-week high of Rs 576.80 and a 52-week low of Rs 401.05. Over the past year, the stock has declined by more than 20 per cent, while its five-year decline stands at nearly 30 per cent.