Dabur issues first statement after FSSAI tells company to halt sale of items with misleading '100%' claims

Dabur on Tuesday clarified reports regarding the Food Safety and Standards Authority of India (FSSAI)'s prohibitory order banning "100%" claims on honey and coconut water, stating that it has already initiated the transitioning of its product labels while seeking legal advice on the matter.

"Dabur India Limited believes that the declaration on our product labels comply with the prevailing legal and regulatory framework and are consistent with long-standing industry practices. Dabur stands by the purity and quality of its products and has never made any misleading claims."



However, as a "good" corporate citizen, Dabur had already initiated transitioning of the product labels as mentioned in the FSSAI letter to new labels/advertisements without the 100% claim, the company said. "Most product labels/ advertisements/ website as mentioned in aforesaid order, have either already transitioned or are in the process of transition. The Company is responding accordingly to FSSAI and the Company will continue to engage constructively with them to resolve the matter."

Dabur is also seeking legal advice on the future course of action.

Impact on the company's business operations, financial position or performance is limited to objected food products only, said the FMCG major. .

ALSO READ | Halt sale of items with misleading '100%' claims, FSSAI tells Dabur

FSSAI has directed Dabur India to immediately suspend the sale of several food products carrying allegedly misleading "100%" claims, including Organic Apple Cider Vinegar, Organic Honey, Homemade Coconut Milk, sesame oil and cow ghee.

The regulator said the claims violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers. It noted that the company had earlier been issued notices directing it to discontinue such claims.

In an Instagram post, FSSAI said it directed Dabur to "immediately prohibit the sale of the food products identified in the notice and all other food products carrying misleading '100%' claims" and submit an Action Taken Report (ATR) within 15 days.

According to the regulator, products listed on Dabur's website carried claims such as "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water".

FSSAI also alleged that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement, in violation of the Food Safety and Standards (Organic Foods) Regulations, 2017.

The regulator said the violations relate to misleading advertising claims as well as unauthorised use of organic certification.