Regulator flags unverifiable purity claims and asks Dabur to submit compliance report within 15 days.
Dubai: India’s food safety regulator has directed Dabur India to immediately halt the sale of food products carrying potentially misleading “100%” claims, including honey, apple cider vinegar, coconut oil, cow ghee and coconut milk.
The Food Safety and Standards Authority of India (FSSAI) said products listed on Dabur’s website featured claims such as “100% Natural”, “100% Pure”, “100% Purity Guaranteed” and “100% Organic”.
The regulator described the claims as ambiguous, unverifiable and potentially misleading to consumers, saying they were in violation of India’s advertising and product claims regulations.
Shares of Dabur India fell 4.23 per cent at 12.38pm Dubai time on Tuesday following the development.
Products covered by the order
The directive applies to a range of products, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk and other food items carrying similar claims.
The regulator specifically noted that Dabur Hommade Coconut Milk was promoted with the claim “100% Purity”, which it said is not permitted for compound food products.
FSSAI also said Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey carried the Jaivik Bharat logo without valid organic certification approval from the regulator.
The Jaivik Bharat mark is used in India to identify certified organic food products.
Dabur given 15-day deadline to report action
FSSAI said Dabur had not taken adequate corrective measures despite an earlier notice instructing the company to stop using the disputed claims.
The regulator has now directed Dabur to submit an Action Taken Report within 15 days detailing the steps taken to address the concerns.
