Dabur India shares fall more than 2% after FSSAI action over '100%' claims: All you need to know

Shares of Dabur India, one of the country's leading FMCG companies, slipped as much as 2.45% to ₹415.35 apiece on the NSE in the early trade on Tuesday, August 4, after the Food Safety and Standards Authority of India (FSSAI) prohibited the company from selling several food products carrying misleading '100%' claims.

FSSAI on Monday said it has prohibited Dabur India from selling many products such as honey, cow ghee, and edible oils using '100%' claims, saying that such labelling is against the law.

In a social media post, FSSAI stated that it has issued a prohibition order to Dabur India Ltd over the sales of food products carrying misleading '100%' claims, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk and other such items.

Giving details about the violations, FSSAI said that "food products being sold on the company's website were found carrying misleading '100%' claims such as '100% Natural', '100% Pure', '100% Purity Guaranteed', '100% Organic' and '100% Tender Coconut Water'."

Key details to know

FSSAI asserted that the use of the 100% claims is in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers.

"We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website," Dabur India said in a statement.

Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat Logo without valid FSSAI organic endorsement.

Moreover, the product Dabur Hommade Coconut Milk was marketed with the claim "100% Purity".

Such a claim is not permissible for compound foods under the FSS (Advertising & Claims) Regulations, 2018.

The FSSAI said that it had issued notice to Dabur earlier, directing discontinuation of misleading "100%" claims. However, no satisfactory corrective action was taken by Dabur.

"FSSAI directed Dabur India Limited to immediately prohibit the sale of the food products identified in the notice and all other food products carrying misleading "100%" claims, and to submit an Action Taken Report (ATR) within 15 days," the regulator said.

Recent crackdowns

In July 2026, FSSAI issued nine notices to quick-commerce platform Swiggy Instamart following several consumer complaints, including of alleged supply of rotten and expired food products, against the platform.

In a social media post on X, the Food Safety Standards Authority of India (FSSAI) said it has "issued 9 notices to Swiggy Instamart following multiple consumer complaints alleging violations under the FSS Act 2006."

The FSSAI stated that the consumer complaints "alleged the supply of expired, spoiled, rotten, contaminated and otherwise unsafe food products through Swiggy Instamart".

FSSAI steps up scrutiny

The FSSAI has of late stepped up scrutiny of food business operators (FBOs) and e-commerce platforms over misleading claims, advertisements and labelling violations. The regulator has been issuing notices based on suo moto action as well as consumer complaints.

Over the past 3-4 months, FSSAI has issued notices to several energy drink makers, alcoholic beverage companies, food companies and quick-commerce platforms. The regulator has also flagged companies such as Lotte India, Ferns N Petals and Kubera Foods for alleged misleading claims and labelling violations, while six energy drink brands, including Red Bull, Adrenaline Rush, Campa Energy Drink, Sting, Hell Energy and Monster Energy, received notices over alleged misbranding and misleading claims.

The FSSAI has also taken action against quick-commerce platform Blinkit over consumer complaints related to the sale of poor-quality eggs and a case involving a customer who allegedly fell sick after consuming curd ordered through the platform.