**Executive Summary**
The Central Consumer Protection Authority (CCPA) has imposed penalties of ₹1,00,000 each on M/s Storia Foods and Beverages and Mrs. Bectors Food Specialities for misleading "100%" claims. Effective June 21, 2026, both companies are directed to immediately discontinue these claims across all packaging, websites, and digital platforms. The ruling establishes that "100%" is an absolute numerical qualifier that must exactly match a product’s literal composition.
**Key Points / Main Content**
**Definition of "100%" Claims**
* The expression "100%" is a precise numerical claim and cannot be used loosely, approximately, or as a marketing slogan.
* In the absence of statutory definitions permitting qualified interpretation, the term must be understood in its plain and literal sense by an ordinary consumer.
* Any claim of "100%" must correspond exactly with the factual composition of the product.
**Violations by Storia Foods and Beverages Pvt. Ltd.**
* The company advertised "100% Tender Coconut Water" and "100% Natural" claims for a product that was actually reconstituted from concentrate.
* The term "Reconstituted" was placed in fine print within the ingredient panel rather than prominently disclosed alongside the principal claim.
* The "100% Natural" claim was deemed untenable as the product contained Class II Preservative INS 202.
* Various fruit juices (Pomegranate, Mixed Fruit, Mango, Guava Chilli) were marketed as "100% Juice" despite being composed primarily of water and juice concentrates ranging from 4% to 16%.
**Violations by Mrs. Bectors Food Specialities Limited (English Oven)**
* The company marketed products as "100% Atta Bread" and "100% Whole Wheat Bread" despite admitting the products contained only 87% whole wheat flour.
* The simultaneous use of "100% Whole Wheat Bread" and "Zero Maida" was found to create a false impression that the bread contained no other ingredients.
* The CCPA rejected the "Good Faith" defense, ruling that the advertiser’s intention is irrelevant if the representation is capable of misleading a reasonable consumer.
**Regulatory Standards and Enforcement**
* The actions were taken under the Consumer Protection Act, 2019, and the Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022.
* All claims regarding composition, quality, nutrition, or health benefits must be truthful, verifiable, and non-deceptive.
* Exaggerated or absolute claims used for commercial advantage are prohibited if they compromise the consumer's right to informed choice.
**Impact Analysis**
**Food and Beverage Manufacturers**
**Impact**
Companies using absolute qualifiers like "100%" face strict scrutiny and financial penalties if their product composition does not match the claim literally. Technical or post-facto interpretations of marketing slogans are no longer valid defenses.
**Action Required**
Review all product labeling and advertisements to ensure "100%" claims are factually accurate. Immediately remove non-compliant claims from packaging, websites, and digital media.
**E-commerce and Digital Platforms**
**Impact**
Platforms such as Amazon, Flipkart, BigBasket, and others are identified as channels where misleading advertisements were prominently displayed.
**Action Required**
Coordinate with brands to ensure that product descriptions and digital assets on their platforms are updated to remove the prohibited "100%" claims.
**Consumers**
**Impact**
Consumers' right to be informed about the true quality, quantity, and composition of food products is reinforced.
**Action Required**
No direct action is required, but consumers can expect more transparent labeling regarding reconstituted ingredients and actual percentages of primary components.
Key Entities Referenced
Central Consumer Protection Authority (CCPA): The primary regulatory body responsible for protecting consumer rights and penalizing misleading advertisements and unfair trade practices.
Consumer Protection Act, 2019: The principal legislation that empowers the CCPA to take enforcement actions against companies for misleading claims regarding product composition.
Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022: Specific regulatory guidelines used to regulate absolute numerical claims like '100%,' ensuring they reflect factual product ingredients.
Ministry of Consumer Affairs, Food & Public Distribution: The central government ministry overseeing the policy framework for consumer protection and the functioning of the CCPA.
Ministry of Consumer Affairs, Food & Public Distribution
CCPA Imposes ₹1 Lakh Penalty Each on Storia
Foods and Mrs. Bectors for Misleading “100%”
Claims
Companies Directed to Immediately Discontinue Misleading
Claims Across Packaging, Websites and Digital Platforms
CCPA reiterates that the expression “100%” is an absolute
numerical claim and must accurately reflect the factual
composition of a product
प्रव तथ: 21 JUN 2026 3:39PM by PIB Delhi
The Central Consumer Protection Authority (CCPA), headed by Chief Commissioner Smt. Nidhi Khare
and Commissioner Shri Anupam Mishra, has imposed penalties of ₹1,00,000 each on M/s Storia Foods
and Beverages Private Limited and Mrs. Bectors Food Specialities Limited (English Oven) for
misleading advertisements and unfair trade practices arising from the use of the expression “100%” in
relation to their food products. The Authority has also directed both companies to immediately
discontinue the impugned claims from their product packaging, websites and all digital platforms. The
action has been taken under the provisions of the Consumer Protection Act, 2019 and the Guidelines for
Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022.
The CCPA has reiterated that:
“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 definition permitting a qualified interpretation,
the term must be understood in its plain and literal sense by an ordinary consumer.
Action Against Storia Foods and Beverages Pvt. Ltd.
The CCPA took suo motu cognizance of advertisements relating to:
Storia 100% Tender Coconut Water
Storia 100% Juice – Pomegranate
Storia 100% Juice – Mixed Fruit
Storia 100% Juice – Mango
Storia 100% Juice – Guava ChilliThe products were advertised through: These products were prominently advertised on Storia’s official
website (shop.storiafoods.com), on product packaging, and across third-party e-commerce platforms
including Amazon, Flipkart, BigBasket, Blinkit, JioMart and Zepto.
Findings on "100% Tender Coconut Water"
Storia advertised its product as:
"100% Tender Coconut Water"
"100% Natural Tender Coconut Water"
However, the ingredient declaration showed:
Water and Coconut Water Concentrate (9.6%) (Equivalent to 100% Coconut Water)
(Reconstituted).
CCPA's Observations
An ordinary consumer would understand "100% Tender Coconut Water" to mean a product
consisting entirely of natural tender coconut water.
The product was actually made by reconstituting coconut water concentrate with water.
The term "(Reconstituted)" appeared only in fine print within the ingredient panel and was not
prominently disclosed alongside the principal claim.
The product also contained Class II Preservative INS 202, making the accompanying claim of
"100% Natural" untenable.
S.No. Product Labelled Claim Actual Composition (Key Ingredients)
1. Storia 100% Juice – 100% Juice Water + Pomegranate Juice Concentrate 4% +
Pomegranate Apple Juice Concentrate 10%
2. Storia 100% Juice – 100% Juice Water + Mixed Fruit Juice Concentrate 10% +
Mixed Fruit Apple Concentrate 10% + Mango Pulp 4%
3. Storia 100% Juice – 100% Juice Water + Mango Pulp 16% + Apple Juice
Mango Concentrate 12.5%
4. Storia 100% Juice – 100% Juice Water + Guava Pulp 15% + Apple Juice
Guava Chilli Concentrate 12.5% + Chilli & Pepper
Provisions Violated - Storia
S.No. Provision Nature of Violation
1. Section 2(9), Consumer Violation of consumers’ right to be informed about true
Protection Act, 2019 quality, quantity and composition2. Section 2(28), Consumer Misleading advertisement – false description of
Protection Act, 2019 composition; false guarantee as to nature, substance and
quality; deliberate concealment of reconstituted nature
3. Section 2(47), Consumer Unfair trade practice – false representation as to standard,
Protection Act, 2019 quality and composition of products
Action Against Mrs. Bectors Food Specialities Limited (English Oven)
Advertisements Under Examination
The CCPA examined claims published through:
Hindustan Times (Delhi edition) dated 13.09.2024
Official website
YouTube
Instagram
LinkedIn
Product packaging
The advertisements contained claims such as:
"100% Atta Bread"
"100% Whole Wheat Bread"
"Our Tasty 100% Atta Bread is a much-loved family favourite"
"Naturally rich in Whole Grains with 100% whole-wheat flour"
"Taste of 100% Nourishment"
"Fill your Days with 100%"
"The taste of 100% Wholesome Happiness"
"The taste of 100% Goodness"
The videos carrying these claims had recorded a cumulative viewership of over 50 lakh views as of
23.04.2026.
Findings on "100% Atta" and "100% Whole Wheat" Claims
During proceedings, the company admitted that the bread products contained 87% whole wheat flour.
CCPA's Observations
A product containing 87% whole wheat flour cannot be advertised as "100% Atta Bread" or "100%
Whole Wheat Bread".
The expression "100%" is an exact numerical qualifier and leaves no room for approximation.
Misleading Effect of "100% Atta" and "Zero Maida" Together
The Authority further observed that the simultaneous use of:
"100% Whole Wheat Bread", and
"Zero Maida"created a cumulative impression that the bread was composed entirely of whole wheat flour and contained
no other ingredients. The company itself acknowledged during the hearing that the dual representation
appeared "redundant in nature”. The CCPA held that the combined claims created a false and misleading
impression regarding the product's composition.
Good Faith Not a Defence
Mrs. Bectors argued that the term "100% Atta" was intended only to indicate that wheat flour was the sole
grain source used in the product.
The CCPA rejected this contention, holding that:
Advertisements must be assessed from the perspective of a reasonable consumer.
Technical or post-facto interpretations offered by advertisers cannot override the impression created
on consumers.
If a representation is capable of misleading consumers, the advertiser's intention is irrelevant.
Provisions Violated - Bectors
S.No. Provision Nature of Violation
1. Section 2(28), Consumer Misleading advertisement – false description of product
Protection Act, 2019 composition; false guarantee as to nature, substance and
quantity of the product
2. Section 2(47), Consumer Unfair trade practice – false representation that goods are of a
Protection Act, 2019 particular standard, quality, quantity or composition
CCPA’s sustained enforcement against misleading "100%" claims in food advertising
The CCPA further reiterated that all claims relating to composition, quality, nutrition or health benefits
must be:
Truthful,
Verifiable, and
Non-deceptive.
The Authority stated that exaggerated or absolute claims used for commercial advantage cannot be
permitted where they compromise consumers' right to accurate information and informed choice. The
CCPA will continue to take enforcement action wherever consumers are misled regarding the nature,
quality or composition of products.
Final Orders are available at: ccpa.doca.gov.in/ccpa-orders.
***
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