Shares of Dabur India fell nearly 3% on Tuesday after the Food Safety and Standards Authority of India (FSSAI) barred the FMCG major from selling certain food products carrying misleading "100%" claims.
In a post on X, the food regulator said it had issued a prohibition order after finding that products such as honey, cow ghee and edible oils were being marketed on the company's website with claims including "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water".
According to FSSAI, these claims violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018, as they are ambiguous, unverifiable and 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.
