Food regulator FSSAI on Friday issued show-cause notices to Hyderabad-based Gemini Edibles & Fats India Ltd, BigBasket and Flipkart India over allegedly misleading health claims associated with Freedom Cooking Rice Bran Oil, including assertions about cholesterol reduction and heart-health benefits.
The Food Safety and Standards Authority of India (FSSAI) said the product was being promoted through e-commerce platforms and social media using claims that were not permitted under the applicable food advertising regulations.
In a social media post, the regulator said notices had been issued to Gemini Edibles & Fats India, Innovative Retail Concepts, which operates BigBasket, and Flipkart India in connection with the marketing and sale of the product.
The promotional claims included assertions that the oil "reduces bad cholesterol and maintains/increases good cholesterol" and contains "10,000+ PPM Natural Oryzanol".
According to FSSAI, the claims relating to cholesterol management and heart health were not covered under the permissible claims for rice bran oil specified in the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
๐๐ฒ๐ฎ๐น๐๐ต ๐ฐ๐น๐ฎ๐ถ๐บ๐ ๐๐ป๐ฑ๐ฒ๐ฟ ๐๐ฐ๐ฟ๐๐๐ถ๐ป๐
The regulator said the promotional material associated with Freedom Cooking Rice Bran Oil contained health-related assertions that did not comply with the prescribed advertising standards.
"The cholesterol and heart-health claims were found to be not covered/permitted under the applicable claims for edible vegetable oil (rice bran oil) under the Advertising and Claims Regulations, 2018," FSSAI said.
The notices concern claims made while marketing the product rather than a finding that the rice bran oil itself was unsafe for consumption.
Under the applicable regulatory framework, food business operators are required to ensure that claims made in advertisements and promotional material comply with the prescribed standards.
FSSAI's action covers both the manufacturer and the e-commerce platforms through which the product was being promoted and sold.
The regulator has directed the companies to explain why action should not be initiated against them under the Food Safety and Standards Act, 2006.
๐๐ถ๐ฐ๐ฒ๐ป๐๐ถ๐ป๐ด ๐ถ๐ฟ๐ฟ๐ฒ๐ด๐๐น๐ฎ๐ฟ๐ถ๐๐ ๐ณ๐น๐ฎ๐ด๐ด๐ฒ๐ฑ
Apart from the allegedly misleading promotional claims, FSSAI identified a separate licensing issue involving Gemini Edibles & Fats India.
The regulator said the Hyderabad-based company was found offering and selling food products through its own e-commerce website without appearing to hold a valid central licence covering e-commerce activities.
The finding raised an additional compliance concern under the food safety regulatory framework, which requires food business operators to hold appropriate licences for their activities.
Gemini Edibles & Fats India, Innovative Retail Concepts and Flipkart India have been asked to show cause why regulatory action should not be taken against them.
The notices give the companies an opportunity to respond to the alleged violations before further action is considered.
๐ง๐๐ผ ๐ณ๐ผ๐ผ๐ฑ ๐ฏ๐๐๐ถ๐ป๐ฒ๐๐ ๐น๐ถ๐ฐ๐ฒ๐ป๐ฐ๐ฒ๐ ๐ณ๐ฎ๐ฐ๐ฒ ๐ฎ๐ฐ๐๐ถ๐ผ๐ป
In separate enforcement actions, FSSAI announced the suspension of the licence of DNV Food Products Ltd following serious non-compliances detected during an inspection.
The regulator said the violations involved hygiene, sanitation, storage and licensing requirements, indicating deficiencies in the company's adherence to prescribed food safety standards.
FSSAI also cancelled the licence of Jhanvittanni, citing continued non-compliance with food safety rules and regulations.
While the suspension of DNV Food Products' licence followed violations identified during inspection, the cancellation of Jhanvittanni's licence was attributed to persistent failure to meet regulatory requirements.
The regulator did not provide further details about the specific products involved in these two enforcement actions.
The latest measures reflect FSSAI's scrutiny of food advertising, licensing and operational compliance, including the marketing of edible oils through digital platforms.
The notices issued to Gemini Edibles, BigBasket and Flipkart remain at the show-cause stage, while the separate suspension and cancellation orders against the other two food businesses have already been announced.