On August 25, 2026, the Delhi High Court granted interim protection to ITC Ltd. in its dispute with the Food Safety and Standards Authority of India (FSSAI) over using “100%” claims on its Aashirvaad M.P. Chakki Atta product. Justice Swarana Kanta Sharma directed FSSAI not to cancel ITC’s licence for now, despite the company’s alleged failure to comply with directions to remove such claims. The issue began after an FSSAI advisory in May 2025 asked food businesses to stop using “100%” claims on packaging, labelling, and marketing to prevent misleading consumers.
Following this, FSSAI issued notices to ITC warning of regulatory action, including possible suspension or cancellation of its licence for non-compliance. ITC challenged the advisories and proposed punitive actions in the Delhi High Court, opposing the directions related to its product’s “100%” claims. The court’s interim order bars FSSAI from cancelling ITC’s licence at this stage, providing temporary relief while the challenge is examined. The case highlights ongoing regulatory scrutiny of food labelling and marketing claims in India, reflecting the challenge companies face in balancing marketing with evolving rules on transparency and consumer protection.
