India's food regulators tighten scrutiny of FMCG product claims

The Food Safety and Standards Authority of India (FSSAI) reported that it has sent more than 150 notices in recent months to leading FMCG firms for alleged false advertising and labeling violations. Brands such as Nestle India, PepsiCo, Coca-Cola India, Mondelez India and Abbott India are among those cited. Lawyers highlight that absolute claims—e.g., “100% Organic” or “No Sugar”—are especially vulnerable and should be supported by credible third-party evidence, while comparative statements need market research backing.

A recent Delhi High Court order temporarily halted the FSSAI’s attempt to cancel ITC’s licence over the “100% Atta” claim on its Aashirvaad MP Chakki Atta product. Companies are responding by revising packaging, withdrawing disputed claims and allocating more resources to compliance, which can affect marketing budgets and brand reputation. Smaller and D2C firms face greater challenges due to limited legal and scientific capacity, prompting many to hire external advisers.