ITC’s ‘100% Atta’ claim under fire from FSSAI; Delhi High Court steps in

The Food Safety and Standards Authority of India (FSSAI) has criticized ITC's '100% Atta' claim on its Aashirvaad MP Chakki Atta product, alleging it to be misleading and threatening to revoke the company's license. ITC, the largest wheat flour brand in the country, has sought temporary relief from the Delhi High Court, which has ordered the regulator to refrain from deciding on the cancellation of ITC's license.

The court's order remains valid until a hearing on September 9. The FSSAI argued that the term '100%' is undefined under the Food Safety and Standards (FSS) Act and may create a false impression of purity or superiority, misleading consumers. The company challenged the validity of the regulator's advisory, claiming it was unscientific and lacked legal force.

ITC also contested the Delhi High Court's jurisdiction to hear their petition. The regulator had previously issued notices to ITC, manufacturers, and an e-commerce food business operator, demanding the removal of the '100% Atta' and '100% Madhya Pradesh Wheat' claims from the product's labels within 15 days. Failure to comply could result in the suspension of the company's FSSAI license.