What Are the New Rules?
The Food Safety and Standards Authority of India (FSSAI) has directed companies to stop using the term “energy drink” on their product labels. The regulator’s stance is that there is no officially defined standard for an “energy drink” in Indian food
laws. Instead, these products must now be clearly labelled as “Caffeinated Beverages”. This directive, issued in July 2026, came with a 90-day compliance window, setting a firm deadline for manufacturers to change their packaging and marketing. Companies were also instructed to remove misleading promotional claims such as “vitalizes body and mind” or anything that suggests unproven performance benefits.
Why the Sudden Change?
This regulatory shift is driven by growing concerns over the health impacts of these popular drinks and their marketing. Health experts have increasingly pointed to the risks of excessive consumption, particularly among young people. The term “energy drink” can be misleading, implying a source of nutritional energy or vitality when the primary effect comes from stimulants and often high levels of sugar. With India's market for these beverages growing at a rate faster than in the US and China, the FSSAI aims to ensure consumers are making informed decisions based on clear, non-deceptive information rather than marketing hype.
Decoding the 'High-Caffeine' Label
So, what qualifies as a “caffeinated beverage” under these rules? According to FSSAI standards, any water-based flavoured drink containing more than 145 milligrams of caffeine per litre falls into this category. The regulation also caps the maximum permissible amount of caffeine at 300 milligrams per litre. For context, a standard 250 ml can of a popular brand might contain around 75 mg of caffeine. This is why paying attention to the total volume of the can or bottle is crucial for understanding your total intake.
What to Look For on the New Labels
Beyond the name change, the regulations mandate specific warnings to protect vulnerable groups. Labels for caffeinated beverages must now prominently display the advisory: “Not recommended for children, pregnant or lactating women, persons sensitive to caffeine”. Furthermore, to guide consumers on safe consumption levels, the labels are required to state a maximum recommended daily intake, which is typically “Consume not more than 500ml per day”. You will also find a clear declaration of the total caffeine content, empowering you to track your intake accurately.
Understanding the Health Risks
While a moderate amount of caffeine is generally safe for most healthy adults, the high concentration in these drinks, combined with other ingredients like sugar and taurine, poses health risks when consumed excessively. Documented side effects include increased heart rate, elevated blood pressure, anxiety, and sleep disturbances. In some cases, frequent and high consumption has been linked to more severe issues, including heart rhythm problems and even liver damage. The high sugar content in many of these drinks also contributes to the risk of obesity and type 2 diabetes. Mixing these stimulant drinks with alcohol is particularly dangerous, as the caffeine can mask the effects of intoxication, leading to higher alcohol consumption.
