Consumer goods major Dabur India has accused the Food Safety and Standards Authority of India (FSSAI) of favoring competitor business interests in a writ petition filed before the Delhi High Court. The legal challenge follows a prohibitory directive issued by the food safety regulator banning the sale of products marked with terms like “100% Pure,” “100% Natural,” and “100% Organic.” Dabur submitted that the sudden order was passed without giving the company a prior show-cause or improvement notice, risking the potential destruction of inventory worth ₹150 crore.
According to legal documents reviewed in court filings, Dabur argued that FSSAI’s assertion—claiming standalone “100%” label claims disparage rivals—lacks rational justification and arbitrarily singles out the company while competitor brands use similar branding. The regulatory order targets popular items, including Dabur Honey, Cow Ghee, Himalayan Apple Cider Vinegar, and Real Activ Coconut Water. FSSAI defended its action by arguing that such absolute purity claims are ambiguous, unverifiable, and likely to mislead consumers.
The Delhi High Court granted Dabur interim relief by staying the regulatory ban until August 24, observing that the company ought to have been heard before the order was implemented. Despite challenging the procedure, Dabur clarified that the dispute involves labeling interpretations rather than product quality or safety. The company confirmed it has already begun transitioning packaging and promotional content to remove “100%” claims across its affected product portfolio while engaging with authorities and quick-commerce retail partners to minimize supply chain disruptions.
