The End of 'Energy Drinks'
The most significant change mandated by the Food Safety and Standards Authority of India (FSSAI) is the removal of the term 'energy drink' from labels. The regulator argues that India has no official food standard for a product category called "energy
drinks," and using the term is misleading to consumers. Instead of promising to 'vitalise body and mind' or boost energy, these products must now be sold as 'caffeinated beverages'. This directive applies to a wide range of popular products from companies like Red Bull, PepsiCo (for its drink Sting), Monster Beverage, and Reliance Consumer Products. The core of the rule is to stop marketing that implies a therapeutic or performance-enhancing benefit where none is scientifically established for a food product.
What is a 'High-Caffeine' Beverage?
According to FSSAI regulations, the new rules apply to beverages that contain caffeine between 145 milligrams per litre and 300 milligrams per litre. Any drink with less than 145 mg/l, like most traditional colas, is not affected by this specific rule. However, for those that fall into the 'caffeinated beverage' category, strict new labelling requirements are now in force. This is a response to the growing popularity of these drinks, particularly among young adults, and the associated health concerns linked to high caffeine consumption.
New Mandatory Warnings
Beyond removing the 'energy' tag, the new labels must include clear, mandatory warnings. Each product must state: “Not recommended for children, pregnant or lactating women, persons sensitive to caffeine.” Furthermore, to guide consumers on safe consumption levels, the labels must also declare the total caffeine content and advise, “Consume not more than 500ml per day.” This makes explicit what was previously buried in fine print, giving consumers immediate, practical information on the product's nature and recommended limits. Some products were found to contain anywhere from 90 mg to over 300 mg of caffeine per serving, making clear guidance essential.
The 90-Day Countdown
The FSSAI issued the directive in July, giving companies a 90-day window to comply with the new labelling rules. Several major beverage companies and the Indian Beverage Association (IBA) requested an extension of up to a year, citing the logistical challenges of clearing existing inventory and reprinting millions of labels for products already in the market. However, the regulator has rejected these pleas, maintaining that 90 days is sufficient time for the transition. Enforcement has already begun in some states like Rajasthan, where authorities have seized non-compliant products, adding pressure on manufacturers to adapt quickly or face penalties.
Empowering the Indian Consumer
This regulatory shift is about more than just a name change; it's about fundamentally altering the consumer's relationship with the product. By stripping away the enticing 'energy' marketing, the FSSAI is forcing consumers to look at what's actually inside the can. The prominent placement of caffeine content and clear warnings gives the ingredient list a more practical and central role in the purchasing decision. Instead of being swayed by claims of enhanced focus or physical power, shoppers are now encouraged to become label-readers. They can now make an informed choice based on clear facts about stimulants and recommended daily limits, rather than on vague marketing slogans. This move prioritises public health and transparency, placing the power of an informed decision squarely back in the hands of the consumer.
