What's Changing on the Label
The Food Safety and Standards Authority of India (FSSAI) has mandated that popular high-caffeine drinks can no longer be marketed or labelled as “energy drinks.” By a deadline of September 29, 2026, companies must replace the term with “caffeinated beverage”
on all packaging. This directive affects major players in the Indian market, including Red Bull, PepsiCo’s Sting, Monster, and Reliance’s Campa Energy. The regulator’s core argument is that while “energy drink” exists as a category for internal licensing, it is not a permitted product name for consumers because no specific standard for it has been notified. Alongside the name change, FSSAI has also prohibited functional and therapeutic claims that often accompany these products. Phrases like “vitalises body and mind,” “boosts energy levels,” or “enhances focus” will be removed from labels, as the regulator deems them misleading and impermissible under food safety laws. This action does not ban the products themselves, but fundamentally alters how they are allowed to be promoted.
Behind the Label: A Public Health Push
The crackdown is rooted in growing public health concerns surrounding the high consumption of these beverages, especially among young people. While marketed as performance enhancers, the temporary feeling of alertness they provide comes primarily from high doses of caffeine and, in many cases, large amounts of sugar. Health experts have increasingly flagged the risks associated with excessive intake. These can include anxiety, nervousness, insomnia, elevated blood pressure, and heart palpitations. The potential for adverse effects is greater when the drinks are consumed rapidly, in large quantities, or by vulnerable individuals. FSSAI’s move is a step toward ensuring consumers are not misled by marketing that suggests performance benefits while obscuring the products' true nature as stimulant-based drinks. The mandatory warnings already in place highlight that these beverages are not recommended for children, pregnant or lactating women, and people sensitive to caffeine, underscoring the specific risks for these groups.
Reading the Fine Print
While the name on the front of the can is changing, the crucial information on the back remains—and becomes more important than ever for consumers to read. Existing FSSAI regulations for “caffeinated beverages” will continue to apply. These rules stipulate that the total caffeine content must be between 145 milligrams and 300 milligrams per litre. To put this in perspective, a single 250 ml serving can contain a significant portion of a healthy adult's recommended daily caffeine limit. Furthermore, the regulations require a clear declaration of the total caffeine amount per serving and a mandatory statement advising, “Consume not more than 500ml per day.” This information gives consumers the power to track their intake and understand exactly what they are drinking. The mandatory caution, “Not recommended for children, pregnant or lactating women, persons sensitive to caffeine,” will also continue to be displayed prominently, providing a clear warning for at-risk groups.
An Industry Adjusting on the Clock
The FSSAI's directive has sent ripples through India’s rapidly expanding market for these beverages, which has seen explosive growth in recent years. The 90-day compliance window, which began with notices issued around July 1, 2026, was met with resistance from the industry. Representatives from beverage associations argued that the timeline was insufficient to manage the logistical and financial burden of redesigning and reprinting labels for massive inventories of products. Despite requests for an extension, FSSAI has held firm on its deadline, signaling a strong commitment to enforcing greater transparency. Companies that fail to comply face penalties that could include fines up to two lakh rupees, seizure and destruction of non-compliant products, and even cancellation of their business license. This firm stance reflects a broader regulatory trend towards holding food companies accountable for the claims they make.
