FSSAI expands Dabur labelling scrutiny to 27 product lines, seeks clinical evidence

NEW DELHI: India’s food safety regulator has widened its scrutiny of Dabur India’s product labelling, ordering a statutory audit of 27 product lines and seeking scientific evidence for health, immunity and wellness claims, according to an improvement notice dated 19 August seen by Moneycontrol.

The Food Safety and Standards Authority of India (FSSAI) has flagged claims across a wider range of products, going beyond its earlier action against generic descriptors such as “100% Pure”, “Natural” and “Organic”.

The notice covers claims attributing specific health benefits to products, including cold-pressed oils, apple cider vinegar, honey and glucose powders. Claims such as “Helps Lower Cholesterol”, “Relieves sinus congestion”, “Promotes heart health”, “Helps weight loss”, “Good for Liver Health” and “Helps in Metabolism” have been questioned by the regulator.

Dabur has been asked to remove or withdraw certain claims and submit scientific dossiers and peer-reviewed human clinical trial data to substantiate health and immunity-related assertions.

For Dabur Cold Pressed Sesame Oil, for instance, FSSAI has questioned claims including its antioxidant properties, benefits for heart health and cholesterol reduction. The company has also been asked to provide clinical evidence supporting claims around lowering cholesterol and improving heart health.

Immunity-related claims on Glucose-D, coconut oil, honey and apple cider vinegar have also been flagged for lacking scientific substantiation under Regulation 7 of the Food Safety and Standards (Advertising & Claims) Regulations, 2018.

Dabur’s premium wellness and nutraceutical brand Siens has also come under scrutiny for claims including wrinkle reduction, improved hair growth and thicker hair. FSSAI has sought clinical evidence or scientific dossiers to support these claims.

Dabur said the notice largely related to content appearing on e-commerce platforms and that it had already responded to the regulator.

“The improvement notice issued by FSSAI was largely regarding certain content on e-commerce platforms. We have already submitted our response and action taken report to FSSAI and are complying with all FSSAI regulations,” said a Dabur Spokesperson.

FSSAI has also raised concerns around brand names containing descriptive terms such as “Real” and “Hommade”. It has directed that clarifying disclaimers stating that the terms are registered trademarks should be prominently displayed on the front of packs rather than being placed in smaller text elsewhere.

The latest action comes amid heightened scrutiny of food labelling and front-of-pack disclosures. The regulator has proposed hexagonal warning labels for foods high in sugar, salt and saturated fats following concerns raised by the Supreme Court over delays in implementing front-of-pack labelling.

The notice also follows an earlier dispute between Dabur and FSSAI over products carrying “100%” branding.

FSSAI had ordered an immediate halt to the sale of flagged products carrying such branding, including honey, cow ghee, coconut milk and edible oils. Dabur subsequently secured interim relief from the Delhi High Court, with the matter scheduled for further hearing in December.

The latest notice therefore broadens the regulatory focus from the use of “100%” descriptors to the substantiation of specific health and wellness claims across Dabur’s portfolio.