The Central Consumer Protection Authority (CCPA) has imposed penalties of ₹1 lakh each on Storia Foods and Beverages Pvt. Ltd. and Mrs. Bectors Food Specialities Ltd., the maker of English Oven bread, for allegedly misleading consumers through the use of “100%” claims on their products.
The regulator also directed both companies to immediately remove the disputed claims from product packaging, websites, advertisements and all digital platforms. The action was taken under the Consumer Protection Act, 2019, and the Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022.
The CCPA found that Storia Foods marketed several beverages, including its “100% Tender Coconut Water” and fruit juice products, as entirely natural and pure. However, investigations revealed that the coconut water product was made using coconut water concentrate that was reconstituted with water. The term “reconstituted” appeared only in fine print on the ingredient panel and was not prominently disclosed alongside the headline claim. The authority also noted the presence of preservative INS 202, making the company’s “100% Natural” claim misleading.
Similarly, the CCPA scrutinized English Oven’s advertising campaign, which promoted products using phrases such as “100% Atta Bread,” “100% Whole Wheat Bread,” and “Naturally rich in whole grains with 100% whole-wheat flour.” During the proceedings, Mrs. Bectors admitted that the bread contained only 87% whole wheat flour, contradicting the “100%” representation.
The authority also objected to the simultaneous use of “100% Whole Wheat Bread” and “Zero Maida” on packaging, stating that the combination created a false impression that the product consisted entirely of whole wheat flour. The company argued that “100% Atta” referred only to the grain source, but the CCPA rejected the explanation.
Reaffirming its commitment to consumer rights, the CCPA stated that claims related to composition, quality, nutrition and health benefits must be accurate, verifiable and non-deceptive. The authority warned that similar misleading representations would continue to face strict enforcement action.
