The Latest Crackdown
In early August 2026, the Food Safety and Standards Authority of India (FSSAI) turned its regulatory gaze towards the alcoholic beverage industry. It initiated action against several popular liquor brands, alleging that some products sold as standard
rum or whisky were, in fact, made using artificial flavours to mimic the traditional taste and aroma. The issue was not the use of flavours itself, but the misrepresentation. According to the regulator, these products should have been clearly labelled with their true nature, for example as a “Rum-flavoured Spirit,” rather than just “Rum.” This action against specific manufacturing units of well-known brands perfectly illustrates a critical point: regulatory compliance is product-specific, not a brand-wide guarantee.
The Devil in the Details
The FSSAI’s move highlights a fundamental principle of food law: the official name of the food is paramount. Regulations require that the label accurately describes the true nature of the product inside the package. A brand name, no matter how trusted, cannot override this. This isn't an isolated incident. In recent months, the FSSAI has flagged numerous products for similar reasons. For instance, notices were sent regarding products named 'Neuherbs TRUE VITAMIN', with the regulator pointing out that 'True Vitamin' is not a defined or recognised category, making the name potentially misleading. Similarly, a product named 'Folineuro Syrup', which featured a brain image, was pulled up for creating the impression of a neurological health benefit under a non-existent food category.
Beyond the Brand Halo
Consumers often develop a 'brand halo,' where trust in one product from a company extends to all others under the same brand. If you enjoy a particular brand's biscuits, you might assume their 'healthy' snack variant is equally trustworthy. However, the FSSAI's actions show this is a risky assumption. A company might have a dozen products that are perfectly compliant, but the thirteenth might have a misleading name or claim. Another recent case involved a company using the term 'plant based vegan' without getting the necessary prior approval for a vegan endorsement on its license. The brand itself wasn't the issue; the specific, unverified claim on a particular product was. This underscores that every product must stand on its own merits when it comes to regulatory scrutiny.
How to Be a Smarter Consumer
For consumers, the key takeaway is to read labels like a detective. Look beyond the big, bold brand name and flashy marketing terms like 'natural,' 'fresh,' or 'healthy.' Pay attention to the official product name and the ingredients list. These are where the true story of the product is told. Is it 'Fruit Juice' or a 'Fruit Drink'? Is it 'Cheese' or a 'Cheese Product'? These distinctions are not trivial; they are legally defined and dictate the composition of the product. The FSSAI mandates that the true nature of the food be clearly declared, giving you the power to make an informed choice if you know where to look.
A Wake-Up Call for Businesses
For food business operators (FBOs), this trend of specific enforcement serves as a critical reminder to tighten up compliance on a granular level. It’s no longer enough to rely on the company's overall reputation. Every single product label, every claim, and every trade name must be rigorously checked against the latest FSSAI regulations, including the Food Safety and Standards (Labelling and Display) Regulations, 2020. Using descriptive words like 'healthy' in a trade name, for example, can attract scrutiny if not properly substantiated. The cost of non-compliance is not just a potential fine of up to ₹3 lakh for misbranded food, but also product recalls, license suspensions, and significant damage to consumer trust that can take years to rebuild.
