The New Rule on the Block
The Food Safety and Standards Authority of India (FSSAI) has mandated a significant change for beverages high in caffeine. In July 2026, the regulator gave companies 90 days to remove the term "energy drink" from their product labels and marketing. The deadline,
set for September 29, 2026, means these products must now be labelled as 'Caffeinated Beverages'. FSSAI argued that there is no official standard for "energy drinks" in India and that associated claims like "vitalizes body and mind" are misleading. The move affects major brands like Red Bull, Pepsi's Sting, Monster, and Reliance's Campa Energy. In addition to the name change, these products must carry a prominent warning stating they are 'High Caffeine' and are “Not recommended for children, pregnant and lactating women, persons sensitive to caffeine”.
Why the Crackdown Now?
This regulatory shift comes amid a booming market and growing health concerns. The consumption of caffeinated drinks has surged in India, with retail sales growing over 12% annually. This rapid expansion, particularly among young adults and adolescents, has drawn scrutiny from health experts worldwide. The high levels of caffeine, sugar, and other stimulants like taurine in these drinks are linked to several health risks. Concerns include increased heart rate, high blood pressure, anxiety, poor sleep, and in some cases, serious cardiovascular events like arrhythmia and heart failure. FSSAI's action aligns India with a global trend of tighter regulations on such beverages, with countries like England banning their sale to minors.
Decoding the New 'Caffeinated Beverage' Label
So, what should you look for at the store? First, the term "energy drink" will be gone, replaced by 'Caffeinated Beverage'. Under FSSAI rules, any non-alcoholic beverage containing more than 145 milligrams (mg) of caffeine per litre must be classified this way. The rules also cap the total caffeine content at 300 mg per litre. Labels must now clearly state the total caffeine content and include an advisory to consume no more than 500 ml per day. This transparency empowers you to track your intake and make more informed decisions about what you—and your family—are consuming.
Know Your Safe Limits
Understanding caffeine numbers is key to staying safe. While global health bodies generally consider up to 400 mg of caffeine per day safe for most healthy adults, the Indian Council of Medical Research (ICMR) advises a more conservative limit of 300 mg daily. To put that in perspective, a 150 ml cup of brewed coffee can have 80-120 mg of caffeine, while a cup of tea contains 30-65 mg. A single 250 ml can of a caffeinated beverage could contain around 80 mg of caffeine, approaching one-third of the daily recommended limit. Exceeding these limits can lead to jitters, anxiety, and digestive issues. For adolescents, pregnant women, and individuals with heart conditions or anxiety, the recommended safe limits are much lower, and high-caffeine drinks are generally discouraged.
