Dabur moves Delhi High Court against FSSAI ban on selling food products with '100% pure' claims

Indian consumer goods giant Dabur has approached the Delhi High Court against the Food Safety and Standards Authority of India (FSSAI) order to stop the sale of food products carrying claims such as “100% Pure,” “100% Natural,” “100% Purity Guaranteed” and “100% Organic.”

Senior Advocate Sandeep Sethi mentioned the case for urgent listing before a Bench of Chief Justice Devendra Kumar Upadhyaya and Justice Tejas Karia.

The Bench agreed to Sethi's request and allowed urgent listing of the case.

The FSSAI banned the use of 100% claims, stating that such declarations are ambiguous, unverifiable and potentially misleading to consumers. The prohibition order covers several products including honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water and coconut milk.

According to reports, the action follows FSSAI’s broader crackdown on absolute “100%” claims on food labels, which the regulator says can create an exaggerated impression about a product’s quality or composition.