– No More ‘Anti-Bacterial’? Dabur to Revamp Packaging by 2025
– FDA Cracks Down on Misleading Ads, Dabur Forced to Comply
– End of False Promises? Dabur Drops Health Claims on Toothpaste
Unmesh Gujarathi
Sprouts News Exclusive
In a significant development, Dabur India Ltd has informed the Bombay High Court that it will withdraw the terms “anti-inflammatory,” “anti-bacterial,” and “analgesic” from the labels of its Dabur Meswak Toothpaste and Dabur Herb1 Anti-Bacterial Toothpaste Tulsi. The decision, which takes effect in June 2025, follows scrutiny from the Maharashtra Food and Drug Administration (FDA) over the legality of such claims.
The move raises fresh concerns about misleading advertisements in India’s consumer goods market, as it exposes the gap between marketing tactics and regulatory compliance. The Maharashtra FDA’s stance indicates that companies are being held accountable for scientifically unverified claims—an issue that has long plagued India’s fast-moving consumer goods (FMCG) industry.
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• Court Accepts Dabur’s Undertaking
A division bench of Justices GS Kulkarni and Advait M Sethna accepted Dabur’s undertaking on March 26 and disposed of the case. The Court recorded that the company would remove the contested terms and revise its labels.
“The statement made on behalf of the petitioner that the petitioner’s products ‘Dabur Meswak Toothpaste’ and ‘Dabur Herb1 Anti-Bacterial Toothpaste Tulsi’ will not bear the words ‘anti-inflammatory,’ ‘anti-bacterial,’ and ‘analgesic’ with effect from June 2025 stands accepted as an undertaking to the court,” the Bench stated.
• The Regulatory Crackdown: A Wake-Up Call for FMCG Giants?
The case arose from a January 29 order issued by the FDA Commissioner, directing Dabur to modify its packaging to ensure compliance with India’s Drugs and Cosmetics Act, 1940, and other relevant regulations.
– The FDA flagged the claims as legally misleading.
– The order clarified that the toothpaste posed no health hazards, but its marketed benefits lacked regulatory approval.
– Dabur was directed to change its labels before releasing its remaining stock.
With the rise of regulatory scrutiny, the case sets a precedent for other FMCG companies that rely on unverified medical assertions to boost sales. It also raises ethical concerns about consumer trust in widely used household products.
• Dabur’s Damage Control Strategy
Appearing for Dabur, Senior Advocate Ravi Kadam assured the court that the company had voluntarily initiated the process to remove the disputed claims. He confirmed:
– Label redesign, printing, and distribution are already underway.
– New packaging will be available in markets by June 2025.
– The company will not sell toothpastes with the disputed labels after May 31, 2025.
• Broader Implications: Are Other FMCG Products Under Scanner?
Dabur’s move signals a growing trend of regulatory intervention against misleading advertisements. It raises critical questions:
– How many other products in the Indian market are making unverified medical claims?
– Will this trigger a wider probe into herbal and Ayurvedic consumer goods?
– How will the government ensure compliance from other companies using similar tactics?
Industry experts believe this could be a watershed moment in India’s consumer protection movement. While brands have historically exploited regulatory loopholes, strict enforcement might finally force them to align with scientific and legal standards.
• The Bigger Picture
Dabur’s compliance with the High Court’s directive is not just about label changes—it represents a deeper shift in how FMCG companies operate in India. With consumer awareness on the rise and regulatory bodies tightening the noose, companies may no longer get away with exaggerated health claims.
The real question is: Will this be the beginning of more stringent regulations in the industry, or just another one-off case?