Regulator targets ‘healthy’, ‘organic’, and ‘zero maida’ claims to strengthen transparency in food marketing
India’s food safety regulator, the Food Safety and Standards Authority of India (FSSAI), has issued notices to 15 popular food brands over alleged use of misleading brand names, trade names, and product claims that could deceive consumers. The action is part of the authority’s ongoing efforts to improve transparency in food labeling and ensure compliance with the Food Safety and Standards Act, 2006.
According to FSSAI, several food business operators have been directed to review and align their branding and labeling practices with existing regulations. The regulator expressed concerns that certain product names and marketing claims may create an impression of superior health benefits, organic authenticity, or ingredient composition without adequate substantiation.
Among the brands that received notices are Healthy Master, Neuherbs, Plan B Vegan, The Health Factory, Troovy, Healthy Choice, Emami Healthy & Tasty, Health Aid, Organic Wisdom, Shine Organic, Two Brothers Organic Farms, World of Organic, Storia Juice, and Lota Water. Products carrying terms such as “Healthy,” “Organic,” “Zero Maida,” and similar claims have come under regulatory scrutiny.
The move reflects FSSAI’s increasing focus on preventing consumer deception in a market where health-conscious food choices are gaining popularity. The regulator has emphasized that food businesses must ensure that all claims, descriptions, and brand identities accurately represent the nature of their products and comply with labeling and display requirements.
Industry experts believe the action could prompt food manufacturers to reassess branding strategies and strengthen compliance mechanisms. The regulatory intervention is also expected to encourage greater accountability in the packaged food sector, helping consumers make informed purchasing decisions based on accurate product information.
FSSAI has reiterated that food business operators must strictly adhere to prescribed labeling regulations and avoid promotional claims that may mislead consumers regarding nutritional value, health benefits, or ingredient quality. The latest notices underscore the regulator’s commitment to enhancing food safety governance and protecting consumer interests across India’s rapidly growing food and beverage market.