The central consumer protection authority (CCPA) has imposed penalties of ₹1 lakh each on Storia Foods and Beverages Pvt Ltd and Mrs Bectors Food Specialities Ltd, maker of the English Oven bread brand, for misleading advertisements that used the term '100%' despite the products not fully conforming to the claims made.
The consumer watchdog has also directed both companies to immediately withdraw the disputed claims from product packaging, official websites and all digital platforms.
The action was taken under the Consumer Protection Act, 2019, and the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022.
‘100% Means Exactly 100%’, Says CCPA
In its order issued last week, CCPA reiterated that the term '100%' is an absolute numerical claim and must accurately reflect the actual composition of a product.
"100% is a precise and absolute numerical expression and cannot be used loosely, approximately or as a marketing slogan. Any such claim must correspond exactly with the actual composition of the product."
The authority observed that in the absence of any statutory provision permitting a qualified interpretation, consumers would naturally understand the expression in its plain and literal sense.
Storia's Coconut Water and Juice Claims Found Misleading
The regulator took suo motu cognisance of advertisements for several Storia products, including '100% Tender Coconut Water' and '100% Juice' variants such as pomegranate, mango, mixed fruit and guava chilli.
These claims appeared on product packaging, the company's website and major e-commerce platforms, including Amazon, Flipkart, BigBasket, Blinkit, JioMart and Zepto.
According to the CCPA, Storia's claims of '100% Tender Coconut Water' and '100% Natural Tender Coconut Water' were misleading because the ingredient declaration showed that the products contained water and reconstituted coconut water concentrate.
The authority noted that an ordinary consumer would reasonably understand '100% tender coconut water' to mean a product consisting entirely of natural tender coconut water. Instead, the product was manufactured by mixing water with coconut water concentrate.
The regulator further observed that the word 'reconstituted' appeared only in fine print within the ingredient panel and was not prominently disclosed alongside the principal claim.
Additionally, the product contained the preservative INS 202, rendering the accompanying '100% natural' claim untenable.
CCPA also found discrepancies in Storia's juice products. Several products marketed as '100% Juice' contained varying proportions of water, fruit juice concentrates, fruit pulp and other ingredients rather than consisting entirely of the named fruit juice.
The authority held that such representations violated consumers' right to be informed about the true quality, quantity and composition of products and amounted to misleading advertisements and unfair trade practices under the Consumer Protection Act.
English Oven's '100% Atta' Claims Rejected
The regulator also examined advertisements issued by Mrs Bectors Food Specialities for its English Oven bread range.
The advertisements appeared in newspapers, on product packaging, the company's website and social media platforms. They featured claims such as '100% Atta Bread', '100% Whole Wheat Bread', 'Taste of 100% Nourishment' and 'The Taste of 100% Goodness'.
According to CCPA, promotional videos carrying these claims had collectively received more than 5mn (million) views as of April 2026.
During the proceedings, the company acknowledged that the bread products contained only 87% whole wheat flour.
The authority concluded that a product containing 87% whole wheat flour could not legitimately be marketed as either '100% Atta Bread' or '100% Whole Wheat Bread'.
"The expression '100%' is an exact numerical qualifier and leaves no room for approximation."
The watchdog further noted that the simultaneous use of claims such as '100% Whole Wheat Bread' and 'Zero Maida' created the impression that the bread was composed entirely of whole wheat flour and contained no other ingredients.
Although the company argued that the phrase '100% atta' was intended merely to indicate that wheat flour was the sole grain source used, CCPA rejected the explanation.
The authority said advertisements must be assessed from the perspective of a reasonable consumer and that technical explanations offered after the fact cannot override the overall impression conveyed by an advertisement.
"If a representation is capable of misleading consumers, the advertiser's intention is irrelevant."
Warning against Misleading Food Advertising
CCPA said the orders are part of its continuing efforts to curb misleading claims in food advertising and product marketing.
The regulator emphasised that claims relating to composition, quality, nutrition and health benefits must be truthful, verifiable and non-deceptive.
It warned that exaggerated or absolute claims used for commercial advantage would not be tolerated if they undermine consumers' right to accurate information and informed decision-making.
The authority also reiterated that it will continue taking enforcement action against companies that mislead consumers regarding the nature, quality or composition of their products.
The latest orders send a clear message to food and beverage companies that absolute claims such as '100%' must be backed by facts and cannot be used as marketing shorthand or promotional hyperbole.
