Union Consumer Affairs Minister Pralhad Joshi announced on Sunday, 21 June 2026 that the Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹1 lakh each on Storia Foods & Beverages and Mrs. Bectors Food Specialities Ltd. for making misleading '100%' claims on their food products. The regulator has also directed both companies to immediately remove such claims from all product packaging, websites, e-commerce platforms, and digital media.

Context

The CCPA's action follows complaints about the use of the term '100%' on food product labels and digital listings by the two companies. The authority held that '100%' constitutes an absolute claim and must accurately reflect the actual composition of a product — any deviation makes the claim inherently misleading to consumers. Both companies now face a combined penalty of ₹2 lakh and a mandatory compliance directive.

Minister Joshi shared the development on his official X account, tagging @jagograhakjago — the government's consumer awareness initiative — and citing an official press release, signalling the ministry's intent to publicise enforcement actions widely.

Policy Backdrop

The CCPA was constituted in 2020 under the Consumer Protection Act, 2019, which replaced the older 1986 Act and significantly expanded the regulator's enforcement powers, including the authority to penalise misleading advertisements and unfair trade practices. In 2022, the CCPA issued dedicated Guidelines for Prevention of Misleading Advertisements and Endorsements, which specifically addressed the use of absolute claims such as '100%' and 'pure' in marketing communications.

These guidelines made clear that absolute percentage claims carry a higher evidentiary burden: a company asserting '100% fruit juice' or '100% whole grain', for instance, must be able to substantiate that every measurable component of the product meets that threshold. Regulators have flagged that such claims are particularly prone to misuse on e-commerce platforms, where product descriptions are often drafted without the same scrutiny applied to traditional print advertising.

Stakeholders and Impact

Storia Foods & Beverages is known for its range of flavoured milk and juice-based beverages, while Mrs. Bectors Food Specialities Ltd. markets biscuits, creams, and bakery products under well-known retail brands. Both companies operate across modern retail and major e-commerce channels, giving their product claims wide consumer reach.

For everyday consumers — particularly those making purchase decisions based on nutritional or ingredient purity claims — the CCPA's intervention reinforces the right to accurate product information. The directive to pull claims from digital and e-commerce platforms is notable, reflecting the regulator's recognition that online storefronts are now a primary point of consumer exposure to such assertions. FMCG manufacturers across the sector are likely to take note, as the CCPA has signalled a pattern of escalating enforcement against absolute claims.

What's Next

Both companies are required to comply immediately with the CCPA's directive to discontinue the flagged claims. Industry observers will watch for compliance filings submitted to the authority, as well as any appeal proceedings the companies may initiate. The CCPA is also expected to continue reviewing absolute claims in the packaged food and beverage sector, and may issue further sector-specific guidance to standardise how manufacturers substantiate such assertions. Repeated or wilful non-compliance under the Consumer Protection Act, 2019 can attract significantly steeper penalties, making swift corrective action the prudent course for both firms.