FMCG major Dabur India Ltd has approached the Delhi High Court challenging the Food Safety and Standards Authority of India’s (FSSAI) directive that prohibits the company from selling food products carrying “100 per cent” claims.
The matter was mentioned before a bench led by Chief Justice D.K. Upadhyaya and Justice Tejas Karia, and is scheduled to be heard on Friday by Justice Swarana Kanta Sharma.
The dispute stems from an FSSAI order issued earlier this week directing Dabur to stop the sale of products marketed with claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” and “100% Organic.” The regulator stated that such claims are ambiguous, unverifiable, and likely to mislead consumers, making them non-compliant with the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
Products covered under the order include honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and other food items marketed with “100%” claims.
In its petition, Dabur argued that the FSSAI issued the prohibition order without providing a prior show-cause notice or an opportunity for a hearing, thereby violating principles of natural justice. The company also contended that the regulator lacks the authority to issue such prohibitory orders and described the directive as arbitrary, ambiguous, and lacking proper reasoning.
Dabur further maintained that the use of “100%” claims is common across the food industry and adopted by several major brands. The company alleged that the public release of the order has adversely affected its reputation and created a negative perception of the brand among consumers.
The case is expected to have wider implications for food advertising practices in India, particularly regarding the use of purity and naturalness claims on product labels and promotional materials.