India’s food and beverage companies are revisiting product labels, packaging and marketing claims as regulators intensify scrutiny of how everyday products are described to consumers.
From atta, paneer, tea and juices to biscuits, ghee, honey, chocolates and energy drinks, a widening range of consumer products is coming under the regulatory lens. The scrutiny is also extending beyond packaged foods to alcoholic beverages, including whisky.
The Food Safety and Standards Authority of India (FSSAI) has stepped up action against claims and labelling practices that it considers potentially misleading. Companies are responding by reviewing packaging and marketing communication, while some have challenged regulatory action in court.
Also Read: Delhi HC stays FSSAI ban on Dabur's '100% purity' claims
Dabur and Diageo are among companies that have taken legal recourse against regulatory orders.
Much of the recent enforcement, however, does not stem from newly introduced regulations. Instead, companies are increasingly facing the implementation of standards that were framed and notified years ago, according to a TOI report by Rupali Mukherjee and Supriya Roy. Better testing infrastructure and a more developed regulatory ecosystem have also enabled authorities to monitor compliance more closely.
