New Delhi: The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd. To withdraw several food products carrying "100%" claims, stating that such labels are misleading and violate food safety regulations.

According to the regulator, claims such as "100% Pure," "100% Natural," "100% Organic," and "100% Tender" are considered ambiguous, difficult to verify, and likely to mislead consumers. FSSAI said these claims are in contravention of the provisions of the Food Safety and Standards Act and related regulations.

The prohibition order applies to a range of Dabur food products, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk, among others.

FSSAI has instructed the company to immediately withdraw the affected products from the market and submit an Action Taken Report (ATR) within 15 days.

Following the development, Dabur India's shares fell around 4% during trading, reflecting investor concerns over the regulatory action.

The regulator said the move is part of its broader effort to curb false and misleading claims on food products and ensure that consumers receive accurate and verifiable information on product labels.

As of now, Dabur India has not issued a detailed public response regarding the FSSAI order. The matter remains under regulatory scrutiny.