The Food Safety and Standards Authority of India (FSSAI) has officially directed Dabur India to stop selling various food products that feature misleading "100%" claims. According to the regulator, labels boasting that items like honey, coconut oil, and apple cider vinegar are "100% Natural," "100% Pure," or "100% Organic" are vague and impossible to verify, thereby deceiving the average consumer. The authority noted that these marketing practices directly violate the FSS (Advertising & Claims) Regulations of 2018.

In addition to the questionable purity claims, the regulator flagged the company for using the "Jaivik Bharat" logo—the official mark for organic certification—on products such as their organic honey and apple cider vinegar without the necessary authorization. Despite receiving an earlier warning to rectify these issues, Dabur failed to make the required changes. Consequently, the FSSAI has ordered the immediate withdrawal of these products from the market and has mandated that the company submit a formal action taken report within 15 days to confirm compliance.