Dabur shares tumble nearly 3% after FSSAI orders halt to sale of products with misleading '100%' claims

The Food Safety and Standards Authority of India (FSSAI) has intensified its crackdown on misleading food labelling by directing Dabur India Ltd to immediately stop the sale of food products carrying unverified "100%" claims, citing multiple violations of food advertising and labelling regulations.

The prohibition order covers products marketed with claims such as "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water", which the regulator said were ambiguous, unverifiable and capable of misleading consumers.

The FSSAI action also triggered selling in Dabur India's stock. Shares of the FMCG major declined nearly 3% during intraday trading on the BSE, touching a low of around ₹413.50, as investors assessed the implications of the prohibition order on products carrying "100%" claims. The stock later recovered some ground but remained under pressure compared with the previous close.

The regulatory action comes amid heightened scrutiny of food safety compliance in the country. Government data tabled in Parliament showed that 40,023 of the 2,23,808 food samples analysed during 2025-26 were found to be non-conforming. During the same period, authorities disposed of 31,878 civil cases with penalties and secured 1,918 criminal convictions in food safety violation cases, underscoring stricter enforcement under the Food Safety and Standards Act, 2006.

FSSAI flags multiple violations

According to the prohibition order, food products sold through Dabur India's website were found carrying several "100%" claims that violate the Food Safety and Standards (Advertising & Claims) Regulations, 2018. FSSAI said such absolute claims are not scientifically verifiable and are likely to mislead consumers.

The regulator also found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement, amounting to a violation of the Food Safety and Standards (Organic Foods) Regulations, 2017. In another instance, Dabur Hommade Coconut Milk was marketed with the claim "100% Purity", a claim that is not permissible for compound food products under the advertising regulations.

FSSAI noted that despite issuing an earlier notice directing the company to discontinue misleading "100%" claims, the food business operator failed to take satisfactory corrective action. Consequently, the regulator has ordered the immediate prohibition of the identified products and all other food items carrying similar "100%" claims. Dabur has also been directed to submit an Action Taken Report (ATR) within 15 days.

Government steps up food safety enforcement

Replying to a question in the Lok Sabha, Minister of State for Health and Family Welfare Prataprao Jadhav said FSSAI has strengthened anti-adulteration measures through nationwide awareness campaigns such as #NoToAdulteration and How to Check for Adulteration, besides supporting Mobile Food Testing Laboratories, or Food Safety on Wheels, Food Safety Magic Boxes, RAPID testing kits and the Detect Adulteration with Rapid Test (DART) booklet.

The minister further informed Parliament that 15 notices have already been issued to food business operators during FY2026-27 for alleged violations of the Food Safety and Standards (Labelling and Display) Regulations, 2020, reflecting the regulator's continued focus on ensuring truthful product claims and greater consumer protection.