The Food Safety and Standards Authority of India (FSSAI) defended its ban on Dabur using 100% Pure labels in a Delhi High Court affidavit.
The regulator issued five improvement notices to the company between 2024 and 2026. FSSAI asserts the action followed multiple opportunities for Dabur to explain its position.
Dabur previously challenged the order as abrupt, prompting the Delhi High Court to grant a stay in early August. The court initially described the FSSAI order as too general and vague.
FSSAI maintains the move is part of a broader crackdown on misleading food product claims.