Shares of Dabur India crashed 19% on 4 August after the company has been directed to stop selling several food products carrying certain “100%” claims after the Food Safety and Standards Authority of India (FSSAI) found the labelling to be misleading and against existing regulations.

The affected products include honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk.

The food regulator objected to claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic” and “100% Tender Coconut Water.” According to FSSAI, these statements are ambiguous, difficult to verify and may create an inaccurate impression among consumers.

FSSAI said the claims violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulator had reportedly issued earlier notices asking Dabur to discontinue the disputed claims, but said satisfactory corrective action was not taken.

The regulator also flagged Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey for displaying the Jaivik Bharat logo without a valid FSSAI organic endorsement.

In addition, Dabur Hommade Coconut Milk was found carrying a “100% Purity” claim, which the regulator said was not permitted for compound food products.

Dabur said it had received the notice and was reviewing the content mentioned by FSSAI. The company may need to update product labels, packaging and online listings before resuming sales of the affected products.

The action highlights FSSAI’s stricter approach towards food advertising and product labelling. It also serves as a reminder that companies must ensure promotional claims are clear, supported by evidence and compliant with regulatory standards.

At 1:58 pm, the shares of Dabur India were trading 19.35% lower at Rs 406.45 on NSE.

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