What Exactly is Changing?
The Food Safety and Standards Authority of India (FSSAI) has directed manufacturers to stop using the term 'energy drink' on their products. The directive stems from the fact that there is no official standard or category for 'energy drinks' under Indian
food laws. Instead, these products must now be labelled as 'Caffeinated Beverages'. This applies to any non-alcoholic beverage containing more than 145 mg of caffeine per litre. The maximum permissible limit for caffeine has been capped at 300 mg per litre. Companies like Red Bull, PepsiCo (for its brand Sting), and Reliance (for Campa Energy) are among those affected by this major regulatory shift.
The 90-Day Countdown
The FSSAI issued the directive in July 2026, giving companies a strict 90-day window to comply with the new labelling requirements. This move has caused tension in the beverage industry, with major players requesting an extension of up to a year to manage existing inventory and packaging orders. However, the regulator has stood firm, rejecting pleas for an extension and indicating that the 90-day period is sufficient for companies to clear their existing stock. With the deadline reportedly falling on September 29, the pressure is on for manufacturers to make the transition or face potential penalties, including product seizures which have already begun in some states.
More Than Just a Name Change
Beyond removing the 'energy drink' moniker, the regulations demand greater transparency for consumers. The new labels must prominently display a warning: 'High caffeine', along with the total quantity of caffeine in the product. Crucially, they must also include an advisory stating, “Not recommended for children, pregnant and lactating women, persons sensitive to caffeine”. Furthermore, misleading claims like 'vitalizes body and mind' or suggestions that the drink helps with 'general weakness' are now prohibited. To guide consumption, labels will also recommend a maximum daily intake, often set at no more than 500ml per day.
Why the Crackdown Now?
This regulatory focus comes amid growing health concerns linked to the soaring popularity of high-caffeine drinks, especially among young people. Medical experts have increasingly warned that excessive consumption can lead to a range of health issues, including heart problems like palpitations and arrhythmias, anxiety, insomnia, and even severe liver and kidney damage. Health professionals have noted a concerning rise in young patients showing early signs of liver disease, partly attributed to these drinks which place significant metabolic stress on the body. By enforcing clearer labels, the FSSAI aims to strip away the marketing halo and give consumers a more accurate picture of what they are drinking, allowing them to make informed decisions based on facts rather than brand promises.
