FSSAI Reviews Purity Labels, Dabur Asked to Revise Honey and Ghee Packaging, Check Details

India’s food safety watchdog, the Food Safety and Standards Authority of India (FSSAI), has stepped in to stop Dabur India from selling several popular food products because of the way they were labeled. The regulator says Dabur used claims like “100 per cent Natural,” “100 per cent Pure,” and “100 per cent Purity Guaranteed” on products including honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, and coconut milk. FSSAI said these claims could confuse consumers and go against rules on food advertising and product claims. 

Why the “100%” Claim Is a Problem

In simple terms, calling something “100% pure” is a strong promise that’s hard to prove and can mislead shoppers into thinking a product has undergone stricter testing than it actually has. FSSAI specifically pointed out that Dabur’s Himalayan Organic Apple Cider Vinegar and Organic Honey displayed the Jaivik Bharat organic logo without valid FSSAI organic approval, and that its Homemade Coconut Milk’s “100 per cent Purity” claim isn’t allowed for blended food products under current rules.

Dabur Given a Deadline to Respond

This isn’t a sudden move. FSSAI had earlier warned Dabur to drop the misleading “100 per cent” claims, but the company reportedly didn’t take adequate corrective steps. Now, the regulator has directed Dabur to immediately halt sales of the flagged items, along with any other products carrying similar misleading “100%” labels, and to submit an Action Taken Report within 15 days. Dabur has acknowledged receiving the notice and says it is reviewing the matter. 

What This Means for You

For everyday buyers, this is a reminder to look beyond flashy label claims. Even trusted, well-known brands can face regulatory action, so it’s worth checking certification marks and ingredient details rather than relying on bold words like “100% pure” alone.