India orders halt to sale of select Dabur products over ‘100% pure’, ‘organic’ claims

India's food safety regulator has ordered Dabur India Ltd. to immediately stop selling several of its food products, alleging that packaging claims such as "100% Pure," "100% Natural" and "100% Organic" are misleading and could deceive consumers.

The Food Safety and Standards Authority of India (FSSAI) said the marketing claims used on a number of Dabur products were vague, unverifiable and capable of creating a false impression about their quality and composition.

According to the regulator, products including Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey also carried the "Organic India" logo without the required authorisation, a move it said violates the Food Safety and Standards (Organic Foods) Regulations, 2017.

FSSAI further objected to the "100% Purity" claim on Dabur Homemade Coconut Milk, stating that such wording is not permitted for blended or compound food products under existing labelling rules.

The regulator has directed the company to withdraw the identified products from sale with immediate effect and submit a compliance report within 15 days outlining the corrective measures taken.

Dabur India has rejected the allegations, maintaining that the labelling and quality claims on its products comply with applicable laws and long-established industry practices.

In a statement, the company said it adheres to the highest food safety and regulatory standards and is consulting legal experts to determine its next course of action.

Dabur also said the regulator's directive is limited to the products identified in the notice and is not expected to have a material long-term impact on the company's overall business or financial performance.

Investor sentiment, however, weakened following the announcement. Shares of Dabur India fell 4.32% to ₹407.40 in Indian trading after the regulatory action became public.