1 week ago
Delhi HC Pauses FSSAI Licence Action Over Aashirvaad Claims
ITC sells Aashirvaad flour with claims such as “100% Atta.”
FSSAI, India’s food regulator, asked companies to stop using “100%” on food labels and advertisements.
FSSAI then sent ITC notices about claims on its Aashirvaad M.P. Chakki Atta.
One notice gave ITC 30 days to explain the claims.
Another notice told ITC to remove claims including “100% Atta,” “100% Madhya Pradesh Wheat” and “0% Maida.”
ITC says the second notice came before its time to respond had ended.
ITC also says an advisory cannot create binding restrictions by itself.
The Delhi High Court has paused licence-cancellation action while it considers whether the case belongs in that court.
The Delhi High Court temporarily barred FSSAI from deciding whether to cancel ITC’s licence over claims on Aashirvaad M.P. Chakki Atta.
FSSAI’s May 2025 advisory asked food businesses to stop using “100%” on labels, packaging and promotional material.
An August 10 notice gave ITC 30 days to explain claims including “100% Atta” and “100% Madhya Pradesh Wheat.”
A Kolkata licensing authority’s August 13 improvement notice ordered ITC to remove “100%” and “0% Maida” claims and submit a report within 15 days.
ITC says the action was premature and beyond FSSAI’s powers, while FSSAI questions whether the Delhi High Court has jurisdiction.
- Who
- ITC Limited, the Food Safety and Standards Authority of India, and the Delhi High Court are involved; Justice Swarana Kanta Sharma issued the interim direction.
- What
- The court directed FSSAI not to decide on cancelling ITC’s licence for now over “100%” and “0% Maida” claims linked to Aashirvaad M.P. Chakki Atta.
- Where
- The petition is before the Delhi High Court, while the latest improvement notice was issued by a Central Licensing Authority in Kolkata.
- When
- FSSAI issued its advisory in May 2025, followed by notices to ITC on August 10 and August 13; the next hearing is scheduled for September 9.
- Why
- ITC is challenging FSSAI’s advisory and notices, arguing that the claims are not expressly prohibited by the applicable regulations and that the regulator acted prematurely and beyond its authority.
ITC’s Position
FSSAI’s Position
Legality of the claims
ITC’s Position
ITC argues that the Food Safety and Standards Act, applicable rules, and labelling and advertising regulations do not expressly prohibit “100%” claims. It says businesses are not legally bound by an advisory outside that statutory framework.
FSSAI’s Position
FSSAI objected to claims such as “100% Atta,” “100% Madhya Pradesh Wheat” and “0% Maida,” describing them in its notice as misleading and impermissible under the regulations.
Timing of enforcement
ITC’s Position
ITC says the improvement notice was issued before the 30-day period to respond to the August 10 notice had expired, effectively making it a final prohibition. It describes the notice as mechanical and non-speaking.
FSSAI’s Position
FSSAI directed ITC to remove the claims and submit a compliance report within 15 days, warning that non-compliance could lead to licence suspension.
Product composition
ITC’s Position
ITC says the dispute concerns the wording of its claims, not the product’s quality or composition. It says FSSAI has not alleged that the atta contains maida or wheat from outside Madhya Pradesh.
FSSAI’s Position
FSSAI’s notices characterize the product’s label and advertising claims as misleading or impermissible, although the court has not ruled on the merits.
Delhi High Court jurisdiction
ITC’s Position
ITC brought its challenge before the Delhi High Court and is seeking protection from the regulator’s actions.
FSSAI’s Position
FSSAI challenges the petition’s maintainability in Delhi, arguing that the latest improvement notice was issued by its authority in Kolkata.
Key facts
- Product
- ITC’s Aashirvaad M.P. Chakki Atta, also referred to in one report as Aashirvaad Shudh Chakki Atta
- Regulator
- Food Safety and Standards Authority of India (FSSAI)
- FSSAI advisory
- Issued in May 2025; asked food businesses to discontinue “100%” claims on labels, packaging and promotional content
- Show-cause notice
- Issued August 10; gave ITC 30 days to explain why action should not be taken
- Improvement notice
- Issued August 13 by a Central Licensing Authority in Kolkata; required removal of specified claims and a compliance report within 15 days
- Interim protection
- FSSAI was told not to decide on cancelling ITC’s licence before the next hearing
- Next hearing
- September 9
- Related case
- The court said it would issue an August 31 order on the maintainability of AWL Agri Business Limited’s separate petition against FSSAI
Quotes
Justice Swarana Kanta Sharma
Delhi High Court judge hearing ITC’s petition against FSSAI notices
“Since the issue regarding jurisdiction is to be decided and the courts will be closed, till the next date of hearing, no decision regarding cancellation of the license will be taken.”
deccanchronicle.com
livemint.com
theprint.in
thestatesman.com
Central Licensing Authority in Kolkata
FSSAI licensing authority that issued the improvement notice to ITC.
“to remove the claim/term of 100% Atta & 100% Madhya Pradesh Wheat along with 0% Maida from the product's labels and advertisements.”
livemint.com
Sources
Delhi HC Tells FSSAI Not to Cancel ITC's Licence Over '100 Per Cent' Claims
Delhi High Court Stops Food Authority From Cancelling ITC Licence Over 100% Claim On Aashirvaad Atta
Delhi High Court Asks FSSAI To Hold Off On ITC Aashirvaad Atta Licence Cancellation Over ‘100%’ Claim
Interim relief for ITC: Delhi HC blocks FSSAI from cancelling licence over '100%' atta claims
Delhi HC stops FSSAI from cancelling ITC licence over ‘100%’ claims on Aashirvaad atta
Delhi HC asks FSSAI not to cancel ITC’s licence over ‘100 per cent’ claims
‘Aashirvaad’ Without Approval? Why ITC is battling FSSAI over its iconic atta brand
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