Explained: Why FSSAI has cracked down on Dabur’s ‘100%’ product claims

Why has FSSAI directed Dabur to stop selling products carrying claims such as ‘100% Natural’ and ‘100% Pure’? In this explainer, we break down the regulator’s objections, the rules governing food labels, and what the action means for consumers and the FMCG industry.

India's food regulator has prohibited Dabur India from selling certain food products. These products carried "100 per cent" claims which are considered misleading. The FSSAI stated these labels are ambiguous and unverifiable for consumers. Dabur India is now reviewing the notice issued by the food regulator. This actio