The New Rules Explained
The Food Safety and Standards Authority of India (FSSAI) has directed manufacturers to remove the term 'energy drink' from the labels of high-caffeine beverages. This is because, under Indian food laws, there is no official category for 'energy drinks'.
Instead, these products fall under the classification of 'caffeinated beverages'. The directive, issued in July 2026, gave companies 90 days to comply. Beyond removing the term 'energy drink', companies must also cease using misleading promotional claims like 'removes weakness' or 'provides energy to the body and mind'. The core of the regulation is to ensure that what consumers see on the label aligns with the product's official regulatory category, preventing misconceptions about its health or performance benefits.
What Defines a High-Caffeine Drink?
According to FSSAI standards, a non-alcoholic beverage is classified as a 'Caffeinated Beverage' if it contains more than 145 milligrams of caffeine per litre. The maximum permissible amount of caffeine is capped at 300 mg per litre, regardless of its source (e.g., coffee beans, guarana). For context, a 250 ml can at the maximum limit would contain 75 mg of caffeine. In addition to the caffeine limits, the FSSAI also mandates specific warning labels. Products in this category must prominently display the phrase “High Caffeine” along with the quantity of caffeine. They also need to carry a warning: “Not recommended for children, pregnant and lactating women, persons sensitive to caffeine”.
Why the Sudden Change?
This move is driven by growing health concerns surrounding the high consumption of these beverages, particularly among young adults and adolescents. Health experts have increasingly pointed to the potential risks of excessive caffeine intake, which can include anxiety, insomnia, rapid heartbeat, and elevated blood pressure. In some cases, heavy consumption has been linked to more severe cardiovascular issues. The term 'energy drink' itself is seen as misleading, as the temporary 'lift' comes from stimulants like caffeine and sugar, not from genuine nutritional energy. By renaming them 'caffeinated beverages', the regulator aims to provide a more accurate description and curb marketing that might overstate their benefits and obscure the risks.
What This Means for Consumers
For the average person, this change is all about clarity and informed choice. When you pick up a can, you will no longer see the alluring 'energy drink' label but a more direct 'caffeinated beverage' description. This prompts a different mindset, shifting the focus from a vague promise of 'energy' to a clear indication of a key ingredient: caffeine. The new labels will make it easier to understand exactly what you are consuming. You will be able to see the total caffeine content and a recommendation to consume no more than 500 ml per day. This empowers consumers to better manage their intake and make decisions based on factual information rather than marketing hype.
The Industry Response and Path Forward
Major beverage companies, including Red Bull, PepsiCo, and Monster, were affected by this directive. Some reportedly requested an extension of the 90-day deadline to a full year to manage existing inventory and packaging orders. However, the FSSAI has indicated it will not grant an extension, stating that existing stocks can be cleared within the given timeframe and that companies were already in breach of regulations by using the 'energy drink' term without a formal standard. Non-compliance with FSSAI labelling rules can lead to significant penalties, including fines that can go up to ₹3 lakh for misbranded food. The firm stance signals a broader push by the regulator for greater transparency and accuracy in food labelling across the board, including upcoming front-of-pack warnings for products high in fat, sugar, and salt.
