In a significant legal development, Dabur, a leading name in the Indian consumer goods sector, has filed a petition in the Delhi High Court challenging the Food Safety and Standards Authority of India’s (FSSAI) recent directive. The FSSAI’s order prohibits the sale of food products labeled with claims such as “100% Pure,” “100% Natural,” “100% Purity Guaranteed,” and “100% Organic.”
Senior Advocate Sandeep Sethi, representing Dabur, sought an urgent hearing for the case before a bench comprised of Chief Justice Devendra Kumar Upadhyaya and Justice Tejas Karia. The bench acknowledged the urgency of the matter and agreed to expedite the listing of the case.
The FSSAI’s prohibition on such absolute claims stems from concerns that these declarations can be ambiguous and unverifiable, potentially misleading consumers. The ban applies to a variety of products, including honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, and coconut milk.
This legal action by Dabur follows FSSAI’s broader regulatory initiative aimed at curbing misleading “100%” claims on food labels. The authority argues that such absolute claims can create an exaggerated perception of a product’s quality or composition, thereby impacting consumer decision-making.
The outcome of this case could have significant implications for food labeling practices in India, potentially setting a precedent for how companies can market their products in the future. The Delhi High Court’s decision will be closely watched by stakeholders across the food and beverage industry.
