FSSAI Advisory: Why Indian Food SMEs Must Drop “100%” Claims from Packaging & Ads

In a significant move to curb misleading food labels and protect consumer rights, the Food Safety and Standards Authority of India (FSSAI)—often misspelled online as FSSI—has issued a critical advisory to Food Business Operators (FBOs). The regulator has warned against using blanket claims such as “100% pure,” “100% natural,” or “100% safe” on product labels and advertisements.

This directive is expected to have a direct impact on thousands of food MSMEs and startups across India that rely heavily on marketing-driven branding to stand out in a competitive market.

The FSSI Advisory: What’s New?

As per the latest circular, FSSAI has explicitly prohibited the use of “100%” in isolation, especially when used to imply absolutes in terms of quality, safety, purity, or ingredient composition. The authority has noted that such claims:

• Are not defined under the Food Safety and Standards Act, 2006, or the Advertising and Claims Regulations, 2018.

• Can be ambiguous or deceptive, especially when used without scientific substantiation.

• Are in violation of Sub-regulations 4(1) and 10(7) of the FSS (Advertising and Claims) Regulations, 2018, which require all food-related claims to be truthful, evidence-based, and non-misleading.

FSSI vs FSSAI: Why the Misspelling Matters in SEO

Although FSSAI is the official acronym, many small food operators and internet users mistakenly search for FSSI guidelines. Digital content using both keywords can help SMEs and startups discover vital updates related to regulatory compliance. This article aims to bridge that knowledge gap while ensuring food entrepreneurs remain informed and compliant.

What It Means for Indian Food MSMEs

For micro, small, and medium-sized food businesses, especially in sectors like:

• Packaged food

• Organic farming

• Dairy and beverages

• Ayurvedic/natural supplements

…the advisory necessitates immediate adjustments in marketing, packaging, and labelling.

Actionable Steps for MSMEs:

1. Label Audit: Conduct a review of all product labels and marketing materials containing “100%” claims.

2. Scientific Validation: If your claim is quantifiable (e.g., “100% A2 milk”), retain it only with verifiable data and test reports.

3. Marketing Realignment: Replace vague superlatives with fact-based, consumer-meaningful statements.

4. Team Training: Ensure compliance understanding among creative, packaging, and branding teams.

5. Regulatory Consultation: Engage FSSAI-approved consultants or food compliance experts to validate label content.

Expert Insight: Why This Matters

In recent years, FSSAI has intensified its oversight on misleading health and nutrition claims. This trend follows earlier actions such as:

• The crackdown on “100% fruit juice” claims that involved added sugar or concentrates.

• Legal scrutiny over ads by major FMCG brands that failed to back “100% natural” claims with data.

• A Delhi High Court case where FSSAI raised concerns over the exaggerated purity claims made by food and beverage companies.

According to industry experts, this shift signals a new phase of ethical branding and regulatory-driven market discipline.

Opportunity in Compliance

Though the advisory may appear restrictive, it offers SMEs a golden opportunity to reposition their products with authenticity and transparency—two values increasingly sought by Indian and global consumers.

Alternatives to “100%” Claims:

Instead of vague absolutes, MSMEs can consider:

• “Made from only natural ingredients”

• “No added preservatives”

• “Lab-tested for purity”

• “Sourced from organic-certified farms”

These phrases, when backed by factual evidence, build greater trust and withstand regulatory checks.

The Road Ahead: More Regulations, Smarter SMEs

As India’s food economy scales up under initiatives like “One District, One Product”, PM-FME, and Startup India, regulatory bodies like FSSAI (or FSSI in common usage) will continue to raise the bar on food safety and consumer communication.

For food entrepreneurs, being proactive in compliance is no longer optional—it is essential. Leveraging expert guidance, staying informed on FSSAI updates, and prioritizing honest marketing will not only protect brands but will also unlock consumer loyalty.

Important Forward Looking Note 

FSSI’s (FSSAI’s) latest advisory serves as a timely reminder that branding cannot outpace regulation. For MSMEs in the food sector, it’s time to recheck labels, restructure messages, and reinforce brand trust with data-driven storytelling. In a market that rewards transparency, those who lead with integrity will lead the industry.