In a significant move aimed at strengthening transparency in India’s food and beverage sector, the Food Safety and Standards Authority of India (FSSAI) has issued show-cause notices to 14 food business operators (FBOs) for allegedly using misleading product claims, deceptive branding, and unauthorized health-related descriptions.
The regulatory action forms part of a broader enforcement drive under the Food Safety and Standards Act, 2006, as authorities intensify scrutiny of food labels and marketing practices. The notices target companies across categories including packaged foods, beverages, health-focused snacks, nutraceuticals, and direct-to-consumer (D2C) brands that have built consumer appeal around terms such as “healthy,” “organic,” “zero maida,” and “vegan.”
According to FSSAI, several products and brand names were found to create impressions that may not accurately reflect their ingredient composition, certification status, or regulatory approvals.
Among the companies flagged was The Health Factory, whose products including Zero Maida Whole Wheat Bread and Zero Maida Pizza Base came under scrutiny. Regulators observed that while the products prominently advertised “Zero Maida” claims, the formulations contained ingredients such as wheat derivatives and added wheat gluten, raising concerns over how consumers may interpret the claim.
The regulator also turned its attention to a group of brands operating under the organic foods category, including Two Brothers Organic Farms, Organic Wisdom, Shine Organic, and World of Organic. FSSAI noted that the branding and packaging of these companies could lead consumers to assume that products are certified organic, despite the absence of mandatory certifications under the National Programme for Organic Production (NPOP) or Participatory Guarantee System (PGS). Authorities also pointed to the lack of required Jaivik Bharat logos and organic licensing disclosures.
Several brands promoting health-focused positioning were similarly questioned. Beverage company Storia was reportedly served notice over its pomegranate juice product after regulators found that the drink contained only a small percentage of pomegranate concentrate despite branding that could suggest a stronger association with the fruit.
Snack brand Troovy was also scrutinized for products marketed as Healthy Mix Veggie Chips, Healthy Ragi Chips, and Healthy Moong Dal Chips. Regulators argued that the use of the word “healthy” may create perceptions of nutritional superiority without considering the complete ingredient profile and processing methods.
Other brands including Emami Healthy & Tasty, Healthy Master, Healthy Choice, and Health Aid were reportedly questioned over brand names and marketing messages that imply health benefits without specific regulatory validation.
In another category-specific action, plant-based food company PLAN B was flagged for its use of vegan-related claims. According to FSSAI, products marketed under vegan positioning require formal approval and endorsement under India’s vegan food regulations. The regulator stated that the necessary endorsement process had not been completed.
Meanwhile, nutraceutical company Neuherbs came under the scanner for its “True Vitamin” product line, with authorities questioning the use of terminology that is not formally recognized under existing food and nutraceutical standards.
Industry experts view the move as one of the strongest signals yet that Indian regulators are prepared to closely examine marketing language in the rapidly growing health, wellness, and clean-label food categories. Over the past few years, consumers have increasingly gravitated toward products marketed as natural, organic, functional, or healthier alternatives to conventional packaged foods.
As competition intensified, many brands adopted aggressive front-of-pack messaging to stand out on store shelves and e-commerce platforms. However, regulators now appear determined to ensure that such claims are supported by certifications, approvals, and verifiable evidence.
The latest action also serves as a reminder that compliance is becoming a critical business function rather than a back-office requirement. As India’s food startup ecosystem continues to attract significant investor capital, regulatory adherence around labeling, health claims, and consumer communication is expected to become an increasingly important factor in brand building.
The companies that received notices have been asked to respond to the observations raised by the regulator. Depending on the outcomes of the proceedings, businesses may be required to modify packaging, alter marketing communication, secure additional certifications, or implement corrective measures to align with food safety regulations.
