FSSAI has widened its scrutiny of Dabur India’s product labelling, directing the FMCG major to undertake a statutory audit of 27 product lines and substantiate health and immunity-related marketing claims with scientific evidence, according to reports on September 17, 2026. The action cites Regulation 7 of the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
The regulator’s notice flags claims across cold-pressed oils, honey, glucose powder, apple cider vinegar and nutraceutical and wellness products. Specific products named include immunity claims for Glucose-D, coconut oil, honey and apple cider vinegar, along with Dabur’s nutraceutical brand Siens, whose “wrinkle reduction,” “improves hair growth” and “promotes thicker hair” claims have also come under review. Dabur has been asked to submit scientific dossiers and peer-reviewed human clinical trial data to back the claims.
Why Is FSSAI Scrutinising Dabur’s Advertising Claims?
FSSAI’s action reflects an intensifying regulatory push against health and wellness claims that lack robust scientific backing, an area where FMCG marketing has historically leaned on traditional or Ayurvedic positioning without formal clinical substantiation. Under the 2018 Advertising and Claims Regulations, brands making specific health, nutrient or immunity claims must be able to produce scientific evidence on demand, and FSSAI’s widening of scope to 27 product lines signals the regulator is moving from spot checks to systematic category-wide audits for major FMCG players.
What Does This Mean for FMCG Marketing and Advertising in India?
For marketers, the Dabur case is a clear signal that health and wellness positioning, one of the fastest-growing and most profitable segments in Indian FMCG, now carries meaningfully higher compliance risk. Brands running immunity, wellness or beauty-claim campaigns across cold-pressed oils, nutraceuticals and personal care will need to audit their own substantiation files proactively rather than wait for a notice, particularly as FSSAI’s approach appears to be extending beyond single-product complaints into full-portfolio reviews of major brands.
Industry Reaction and Expert Commentary
Regulatory and marketing compliance observers note that this is part of a broader pattern of FSSAI and the CCPA (Central Consumer Protection Authority) tightening coordination on misleading advertisement enforcement, with CCPA having asked ASCI to forward non-compliant ads for potential action under the Consumer Protection Act, 2019. For an FMCG major like Dabur, the reputational stakes of a 27-product audit are significant given how central “natural” and “Ayurvedic” health claims are to its brand positioning across categories.
What Happens Next?
Dabur is expected to respond to FSSAI with the requested clinical evidence and scientific dossiers for the flagged products. Marketing and legal teams across the FMCG sector will likely watch the outcome closely, as it could set a practical benchmark for how much scientific substantiation is required to defend common wellness and immunity claims going forward.
Frequently Asked Questions
Why has FSSAI widened scrutiny of Dabur’s product labelling?
FSSAI has directed Dabur to conduct a statutory audit of 27 product lines and provide scientific evidence for health and immunity claims under Regulation 7 of the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
Which Dabur products are under FSSAI review?
Products flagged include Glucose-D, coconut oil, honey and apple cider vinegar for immunity claims, along with the Siens brand’s claims around wrinkle reduction and hair growth.
What does this mean for other FMCG brands in India?
It signals that FSSAI is moving toward systematic, portfolio-wide reviews of health and wellness advertising claims, meaning FMCG marketers should proactively audit their own claim substantiation rather than wait for individual complaints.
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