FSSAI's Crackdown on "100%" Food Labels: What the ITC Case Means for Your Business
The Delhi High Court just gave ITC temporary relief in a dispute over "100% Atta" and "0% Maida" claims on its Aashirvaad packaging — the latest test of the FSSAI 100% label rule. But the real story isn't about ITC. It's a warning for every food business about how easily a labeling claim can turn into a licence problem.
What actually happened
In May 2025, the Food Safety and Standards Authority of India (FSSAI) issued an advisory asking food businesses to stop using the word "100%" on labels, packaging and promotional material. FSSAI's reasoning: the term isn't defined anywhere in the Food Safety and Standards Act, and its use can create an impression of absolute purity or superiority — which may not be accurate or provable.
ITC's Aashirvaad MP Chakki Atta carries claims including "100% Atta," "100% Madhya Pradesh Wheat" and "0% Maida." On August 10, FSSAI issued a show-cause notice over these claims. Three days later, its Kolkata regional office issued a formal improvement notice, giving ITC a deadline of August 28 to remove the wording — or risk losing its food business licence.
ITC approached the Delhi High Court just as that deadline was about to expire. The court granted interim protection, meaning FSSAI cannot cancel the licence for now while the matter is heard — with the next hearing set for September 9.
Why the FSSAI 100% label rule exists
FSSAI's advertising and claims rules require that any claim on a food label be truthful, unambiguous and not misleading. The regulator's concern with absolute terms like "100%" or "0%" is that they're easy to print and hard to fully substantiate — a small trace of another ingredient, a processing variation, or simply an undefined standard for what "100%" even means can turn a marketing phrase into a compliance problem.
This isn't a new direction for FSSAI — the FSSAI 100% label rule is part of a broader, ongoing push toward stricter, more literal enforcement of labeling accuracy across the food industry.
ITC isn't the only one
Several other companies have already dropped or modified "100%" style claims following FSSAI's advisory, including Amway India, Emami, Apis India, Bonn Biscuits, Juza Foods and MasterChow Foods. ITC is simply the largest, most visible name in a pattern that's already been playing out across the industry for months.
Not sure if your own packaging has a claim like this?
A quick label review is often enough to catch wording that could trigger a notice later.
Book a Free Label ReviewWhat this means if you're not ITC
ITC has the legal resources to fight this in court for months. Most small and mid-sized food businesses in Kerala don't — and can't afford to. If FSSAI issues a show-cause or improvement notice over a labeling claim, the practical reality for most businesses isn't a courtroom battle; it's a scramble to reprint packaging, pause sales, or worse, a licence suspension while the dispute is sorted out.
The good news: this is almost always avoidable. Labeling issues like this one are caught early with a proper review before packaging goes to print — not after FSSAI sends a notice. If you're applying for or renewing your FSSAI license anyway, it's the ideal moment to have your packaging claims checked at the same time.
A quick checklist for your own labels
- Avoid absolute terms like "100%," "0%," "pure" or "zero" unless you can fully substantiate them against a defined standard.
- Make sure every claim on your packaging matches what's actually in your FSSAI-approved product formulation.
- Review promotional material and social media captions too — FSSAI's claims rules aren't limited to the physical label.
- If you're planning new packaging or a rebrand, don't wait until after printing to find out something's wrong — book a free label review first.
- Keep documentation ready to back up any comparative or quality claim you do make.
FAQ
Does this mean I can never use "100%" on my label?
Not necessarily — but you'd need to be able to fully substantiate the claim against a clear standard, and FSSAI's current stance makes it a genuinely risky claim to rely on. Safer, specific alternatives usually work just as well for marketing purposes.
What's the difference between a show-cause notice and an improvement notice?
A show-cause notice asks you to explain why action shouldn't be taken over a specific issue. An improvement notice is a formal direction to fix the issue within a set deadline — ignoring it can lead to licence suspension or cancellation.
Can FSSAI actually cancel a food business licence over label wording?
Yes — a licence can be suspended or cancelled for non-compliance with labeling and claims regulations, separate from any food safety or hygiene issue.
How do I know if my current packaging has a risky claim?
The safest approach is a professional review against FSSAI's current advertising and claims regulations — self-assessing is easy to get wrong precisely because rules like the "100%" advisory aren't always widely publicized until a case like this makes headlines.