FSSAI orders Dabur to stop sale of foods carrying ‘misleading’ 100% claims

FSSAI has directed Dabur India to stop selling several food products carrying what it described as misleading "100%" claims. The regulator said claims such as "100% Natural", "100% Pure" and "100% Organic" are ambiguous, unverifiable and likely to mislead consumers. FSSAI also alleged that two Dabur products displayed the Jaivik Bharat logo without a valid organic endorsement and flagged the "100% Purity" claim on Dabur Homemade Coconut Milk. Dabur said it has begun transitioning product labels, is seeking legal advice, and that the impact is limited to the products identified in the order.