Dabur begins removing 100 per cent claims after FSSAI order

MUMBAI: When every word on a label counts, even “100 per cent” can become a matter of interpretation. Dabur is now rewriting parts of its packaging playbook as it navigates fresh regulatory scrutiny over product claims.

Dabur India has begun removing certain “100 per cent” claims from product labels, advertisements and website content after receiving a prohibitory order from the Food Safety and Standards Authority of India (FSSAI), while maintaining that the issue relates to product descriptions rather than the quality or purity of its products.

In a clarification submitted to the BSE and NSE on August 4, the FMCG company said it remains confident that its claims are not misleading but has already initiated changes to the identified labels as a responsible corporate citizen.

The clarification came after stock exchanges sought an explanation over media reports regarding regulatory action against some of the company’s food products.

According to Dabur, FSSAI had first issued a notice on April 8, 2026, concerning the use of the term “100 per cent Pure” on one of its products. The company said it had responded by clarifying that the specific claim cited by the regulator was not being used on the product label in question.

Dabur said it received FSSAI’s prohibitory order on August 3 at around 7 pm and is currently evaluating its legal options before deciding its next course of action.

Even so, the company said it had already started transitioning product labels, advertisements and website references carrying the disputed “100 per cent” claims.

“Most of the labels, advertisements and website references identified in the FSSAI order have either already been changed or are in the process of being updated,” the company said in its exchange filing, adding that it would continue engaging with the regulator to address the concerns.

The FMCG major stressed that the regulator’s action does not question the quality, safety, purity or manufacturing standards of its products.

According to the company, the dispute is limited to the interpretation of product descriptions and marketing terminology rather than the products themselves.

Dabur also reaffirmed that it continues to follow stringent food safety, quality control and regulatory compliance standards across its operations.

The company sought to reassure investors that the order affects only the food products identified by the regulator and is not expected to have a material impact on its broader business operations.

The clarification follows a decline in Dabur’s share price after reports suggested that FSSAI had directed the company to discontinue the sale of certain products carrying descriptions such as “100 per cent Pure”, “100 per cent Natural” and “100 per cent Organic.”

While the regulatory debate now centres on the language used on packaging rather than what’s inside it, the episode underscores the increasing scrutiny consumer brands face over product claims in an era where transparency is becoming as important as the product itself.