Daijiworld Media Network - New Delhi

New Delhi, Aug 4: The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd to immediately stop the sale of certain food products carrying what it described as misleading claims, including "100 per cent Natural", "100 per cent Pure", "100 per cent Purity Guaranteed", "100 per cent Organic" and "100 per cent Tender Coconut Water".

The food regulator said the claims were ambiguous, unverifiable and likely to mislead consumers, adding that their use violated the Food Safety and Standards (Advertising and Claims) Regulations, 2018.

FSSAI also observed that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey carried the Jaivik Bharat logo without a valid FSSAI organic endorsement, allegedly violating the Food Safety and Standards (Organic Foods) Regulations, 2017.

The regulator further said Dabur Hommade Coconut Milk was marketed with the claim "100 per cent Purity", which is not permitted for compound food products under the applicable regulations.

According to FSSAI, the company had earlier been directed to discontinue the use of the "100 per cent" claims, but satisfactory corrective action was not taken.

The regulator has instructed Dabur to immediately halt the sale of the identified products and submit an Action Taken Report (ATR) within 15 days.

Following the regulatory action, shares of Dabur India fell more than 2 per cent in morning trade on the BSE to an intraday low of Rs 414.60.

The stock has touched a 52-week low of Rs 401.05 and a 52-week high of Rs 576.80. It has declined more than 20 per cent over the past year and nearly 30 per cent over the last five years.