What is the New FSSAI Rule?
The Food Safety and Standards Authority of India (FSSAI) has directed manufacturers to stop marketing high-caffeine beverages as “energy drinks”. This is because no official standard for the term “energy drink” exists in Indian food regulations. Companies
were given a 90-day window, which started in July 2026, to comply with the new directive. From now on, these products must be labelled as “Caffeinated Beverage”. The rule also cracks down on misleading claims like “vitalises body and mind” or aids “general weakness”. The order affects major brands including Red Bull, PepsiCo's Sting, Monster Energy, and Reliance's Campa Energy. This isn’t a ban on the drinks themselves, but a move to ensure clear, accurate labelling that reflects what’s inside the can.
Why the Change Was Needed
The market for these beverages in India is growing rapidly, with sales projected to reach $1.6 billion by 2028. This surge, especially among young adults and adolescents, has raised public health concerns. Health experts have warned about the risks of excessive consumption of caffeine, sugar, and other stimulants like taurine commonly found in these drinks. The FSSAI’s primary goal is to prevent consumers from being misled by marketing that suggests unverified health or performance benefits. By stripping away the “energy” tag and associated claims, the regulator aims to give consumers a more transparent look at the products they are buying, shifting the focus from marketing hype to factual ingredients. This aligns with a global trend of increased scrutiny on high-caffeine products, with countries like England also tightening regulations.
How to Read the New Labels
The new labels on “Caffeinated Beverages” will provide more clarity than ever before. Any drink with more than 145 mg of caffeine per litre must carry this label. The regulations cap the maximum permissible caffeine content at 300 mg per litre. Key things to look for include a mandatory declaration of “High Caffeine” along with the exact amount in milligrams (mg). You will also see a clear warning statement: “Not recommended for children, pregnant or lactating women, persons sensitive to caffeine”. Furthermore, the labels will state a maximum recommended daily consumption, typically “Consume not more than 500 ml per day”. This information empowers you to understand your intake not just from one can, but in the context of your entire day.
How Much Caffeine Is Too Much?
With labels now providing precise caffeine amounts, it’s useful to know the recommended safe limits. According to most international health bodies like the U.S. Food and Drug Administration, up to 400 milligrams (mg) of caffeine per day is considered safe for most healthy adults. For pregnant women, the suggested limit is lower, at around 200 mg per day. To put this in perspective, a standard 250 ml can of a caffeinated beverage might contain anywhere from 75 mg to over 150 mg of caffeine. A single cup of coffee typically has 80-100 mg. Exceeding the 400 mg daily limit can lead to side effects like anxiety, sleeplessness, digestive issues, and increased heart rate. It’s important to remember that this daily limit includes caffeine from all sources, including coffee, tea, soft drinks, and even chocolate.
Making Smarter Choices
These new FSSAI regulations are designed to put the power back in your hands. When you pick up a caffeinated drink, start by ignoring the flashy branding on the front and turn it over to read the nutrition panel. Check the total caffeine content and compare it to your daily limit. Be mindful of the serving size; a large can might contain two servings. Also, pay attention to the added sugar content, as many of these drinks are packed with it. If you see a long list of ingredients you don’t recognize or a “proprietary blend” that hides the exact amounts of stimulants, it might be a red flag. Ultimately, these labels are a tool. Use them to moderate your intake, avoid unwanted side effects, and make choices that align with your personal health and wellness goals.
