What’s The Whole Truth? India’s Clean Label D2C Brands Vs FSSAI

India is experiencing a major food regulation crackdown, with the Supreme Court intervening in a case concerning mandatory front-of-pack warning labels for packaged foods high in sugar, salt, or saturated fat. The court asked the Food Safety and Standards Authority of India (FSSAI) to provide more information on the scientific basis for its thresholds and the size of the red hexagon symbol, as well as address concerns about the symbol potentially being confused with non-vegetarian food markers used by quick commerce apps. The case is set to be heard again on September 28.

FSSAI has been issuing notices to food companies for labeling and advertising claims that they deem misleading, unsubstantiated, or simply false. Notable companies affected by these notices include Dabur, which was told to remove "100% Natural" and "100% Pure" from its honey, ghee, and cooking oil labels, and Marico, which had to explain the "Heart Pro" claims on its Saffola cooking oil.

The crackdown has particularly impacted new-age direct-to-consumer (D2C) food brands that have spent the past five years establishing their identity on the promise of "clean eating" – no added sugar, 100% natural, zero maida, organic, vegan, and more. Since May 2026, at least 20 such brands, including The Whole Truth, MasterChow, Pluckk, Raw Pressery, Two Brothers Organic Farms, Troovy, Healthy Master, and Neuherbs, have received FSSAI notices, mostly for claims that the regulator deems unsubstantiated.

These notices have come at a time when these brands have been struggling with demand issues, including high ingredient costs and difficulty demonstrating actual nutritional benefits. The regulatory environment shift adds uncertainty to an industry that has positioned itself as a healthier alternative to traditional packaged food products. FSSAI's involvement in resolving disputed claims now has a date attached, potentially setting a precedent for the entire industry.