A packet of atta promising “100%”, a snack calling itself “healthy”, or a drink selling “energy” has long been familiar territory for FMCG marketers. A few words on the front label can reassure a shopper, set one product apart and help make the sale.
But these very words are now attracting a different kind of attention.
Across packaged food and beverages, regulators are looking more closely at what companies say about their products — from “natural” and “fresh” to “immunity”, “100%” and “no added sugar”. What was once largely a branding decision is increasingly becoming a matter for lawyers, regulatory specialists and senior officials.
The Food Safety and Standards Authority of India (FSSAI) said in August that it had issued more than 150 notices in recent months over misleading advertisements, false claims and non-compliance with labelling rules. Nestle India, PepsiCo, Coca-Cola India, Mondelez India and Abbott India were among several large companies that received notices.
