On 18 June 2026, the Central Consumer Protection Authority (CCPA) imposed penalties of ₹1 lakh each on Storia Foods and Beverages Pvt. Ltd. and Mrs. Bectors Food Specialities Ltd. (English Oven), for misleading advertisements involving the use of the term “100%” in promoting their products.
Key Findings
Storia Foods and Beverages Pvt. Ltd.
-
suo motu cognizance of promotional claims related to a range of Storia products, including:
-
“100% Tender Coconut Water”
-
“100% Juice” variants such as Pomegranate, Mango, Mixed Fruit, and Guava Chilli
-
-
These claims were extensively displayed on the company’s official website and across major e-commerce platforms, including Amazon, Flipkart, BigBasket, Blinkit, JioMart, and Zepto.
-
The Authority found significant discrepancies between advertised claims and actual product composition:
-
The “100% Tender Coconut Water” product was made using coconut water concentrate (9.6%) reconstituted with water, rather than pure coconut water.
-
The claim of “100% Natural” was contradicted by the presence of a Class II preservative (INS 202).
-
The term “reconstituted” was printed in fine print, insufficient to alert consumers.
-
-
The CCPA held Storia liable under multiple provisions of the Consumer Protection Act, 2019, under:
-
Section 2(9): Violation of consumers’ right to accurate information
-
Section 2(28): Misleading advertisement through false representation of product composition
-
Section 2(47): Unfair trade practices
-
Mrs. Bectors Food Specialities Limited (English Oven)
-
The CCPA examined promotional material for English Oven bread products that prominently featured claims such as:
-
“100% Atta Bread”
-
“100% Whole Wheat Bread”
-
“Taste of 100% Goodness”
-
-
During proceedings, the company admitted that the bread contained only 87% whole wheat flour, falling short of the advertised “100%” claim.
-
The Authority ruled that:
-
A product cannot be marketed as “100%” unless it fully complies with that claim in substance and composition.
-
The combined use of claims such as “100% Whole Wheat” and “Zero Maida” creates a misleading impression that the product is composed entirely of whole wheat flour and contains no other ingredients.
-
-
The CCPA rejected the defence that “100% Atta” merely denoted the grain source and held that consumer perception is decisive in determining whether an advertisement is misleading.
-
The CCPA held Mrs. Bectors liable under the Consumer Protection Act, 2019, under:
-
Section 2(28): Misleading advertisement
-
Section 2(47): Unfair trade practice
-
Key Directions
-
To protect consumer rights, the CCPA took enforcement action against misleading advertisements under:
-
The Authority imposed a monetary penalty of ₹1 lakh each on Storia Foods and Mrs. Bectors for engaging in misleading advertising and unfair trade practices.
-
Both companies have been directed to immediately withdraw the impugned “100%” claims from all product packaging, websites, and digital platforms, reaffirming the Authority’s zero tolerance stance toward ambiguous, exaggerated, or misleading marketing language.
-
The CCPA has categorically clarified that the term “100%” is an absolute and precise numerical expression, leaving no scope for approximation, qualification, or marketing interpretation.
-
According to the CCPA, any use of “100%” must accurately reflect the actual composition of the product. In the absence of a legal definition permitting interpretation, the term must be understood in its literal sense by an ordinary consumer.
-
The Authority reiterated that:
-
All claims must be truthful, verifiable, and non-deceptive
-
Absolute claims like “100%” must reflect complete accuracy
-
Marketing exaggeration that compromises consumer understanding will not be tolerated
-
-
The ruling also establishes that good faith or intent is not a valid defence where consumer perception is likely to be misled.
[CCPA Order on M/s Storia and Mrs Bectors, issued on 18-6-2026]
