FSSAI orders Dabur audit of 27 products over health claims

MUMBAI: Dabur’s product claims are now under the microscope, with India’s food safety regulator widening its scrutiny from catchy labels to the science behind health and wellness promises. The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India to undertake a statutory audit of 27 product lines and provide scientific evidence for health and immunity-related claims, according to an improvement notice dated 19 August seen by Moneycontrol.

The regulator has raised objections across several categories, including cold-pressed oils, honey, glucose powder, apple cider vinegar and nutraceutical and wellness products. Its scrutiny extends beyond descriptors such as “100% Pure”, “Natural” and “Organic” to claims linking products with specific health or medicinal benefits.

Among the claims flagged are “Helps Lower Cholesterol”, “Relieves sinus congestion”, “Promotes heart health”, “Helps weight loss”, “Good for Liver Health” and “Helps in Metabolism”. FSSAI has asked Dabur to remove or withdraw claims that do not meet the requirements of the applicable food safety regulations.

Dabur Cold Pressed Sesame Oil, for instance, has come under the scanner for claims including “Rich in antioxidants”, “Good for Heart Health” and “Helps Lower Cholesterol”. FSSAI has sought a scientific dossier and clinical evidence to establish the product’s role in lowering cholesterol and improving heart health.

The regulator has also flagged immunity-related claims associated with Glucose-D, coconut oil, honey and apple cider vinegar. Citing Regulation 7 of the Food Safety and Standards (Advertising and Claims) Regulations, 2018, FSSAI has asked Dabur to provide scientific dossiers and peer-reviewed human clinical trial data supporting the health and immunity claims.

Dabur’s nutraceutical and wellness brand Siens has also been brought into the review. Claims such as “wrinkle reduction”, “improves hair growth” and “promotes thicker hair” have been questioned, with the regulator seeking clinical evidence or scientific dossiers to substantiate them.

The notice also takes aim at how certain brand names are presented on packaging. FSSAI has directed that descriptive terms such as “Real” or “Hommade” should carry a prominent disclaimer on the front of the pack stating that the term is a registered trademark. The regulator has objected to such disclaimers being placed in smaller text on the back of packs.

Dabur, in a statement to Moneycontrol, said the improvement notice was “largely regarding certain content on e-commerce platforms”. The company said it had submitted its response to FSSAI, confirming the substantiation of the content and compliance with the regulator’s regulations.

The latest action comes as FSSAI steps up its scrutiny of “100%” branding on food products. Last month, the regulator directed an immediate halt to the sale of flagged products carrying such claims, including honey, cow ghee, coconut milk and edible oils.

Dabur subsequently challenged the prohibition order before the Delhi High Court and secured interim relief. The matter is listed for hearing in December.

For Dabur, the regulatory focus is therefore no longer limited to what appears in a product’s headline claim. Packaging, e-commerce listings and the evidence supporting health-related communication are all increasingly part of the same compliance equation, putting the science behind the sales pitch firmly in focus.