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Dabur, Marico accuse each other of false claims about honey, approach advertising regulator ASCI

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Both manufacturers declare to have cleared the NMR take a look at.

Two main homegrown rival FMCG manufacturers Dabur and Marico are in an open spat with each other over claims concerning their honey manufacturers and have taken the matter to advertising regulator ASCI.

Dabur on Sunday stated it’s submitting a grievance in opposition to rival Marico earlier than the Advertising Standards Council of India (ASCI) for claiming its Saffola Honey pattern being handed by way of the NMR take a look at.

The Noida-based firm claimed Marico’s Saffola honey has failed the NMR (Nuclear Magnetic Resonance) take a look at and is deceptive the shoppers.

“Dabur is filing a complaint in ASCI against Marico as their Saffola Honey sample from the market has failed the NMR test. Test reports clearly indicate the presence of sugar syrup in Saffola honey. Their claim on NMR test is misleading the consumers,” Dabur claimed in a press release.

However, Dabur’s declare was refuted by Marico contending that “Saffola Honey is also compliant with each of the quality parameters mandated by FSSAI.”


Earlier, Marico had filed a grievance earlier than the ASCI on October 1, over Dabur’s claims of NMR of its honey and was upheld by the regulator.

Marico filed an intra-industry grievance earlier than ASCI, in opposition to ‘NMR TESTED PURE HONEY’ declare by Dabur for its product Dabur Honey. The declare ‘NMR tested’ was thought of false and deceptive by implication and omission and upheld beneath Chapter 1.4 of the ASCI Code, a Marico spokesperson said.

It has additionally filed one other grievance earlier than ASCI on December 3, 2020, whereby it challenged the declare made by Dabur its honey has handed the German NMR take a look at.

The grievance has been admitted by ASCI and brought on document for additional listening to, stated Marico.

Without naming the model, ASCI stated it has obtained 4 complaints in opposition to honey manufacturers over the previous few months.

Three of these complaints have been upheld as they contravened the ASCI code. The advertisers have been unable to supply enough substantiation for the claims they have been making, and therefore these ads have been thought of deceptive, stated Secretary-General Manisha Kapoor in an emailed reply to PTI.

As per the ASCI course of, the advertisers are required to change their claims or withdraw the ads.


While, Dabur in its assertion stated that the current clarification by the Food Safety & Standards Authority of India (FSSAI) has clearly bolstered that their 22 necessary exams, together with particular take a look at like SMR, are probably the most stringent exams globally to detect all of the potential adulterants and sugar in honey.

“Dabur has cleared all the above FSSAI-mandated tests, including SMR, besides voluntarily conducting NMR test periodically to ensure that our consumers get 100% pure honey with no added sugar/syrups or any other adulterants,” it stated.

Last week, atmosphere watchdog CSE had issued a study report claiming main honey makers’ merchandise together with that of Dabur have been adulterated with sugar syrup.

“Honey samples from leading brands such as Dabur, Patanjali, Baidyanath, Zandu, Hitkari and Apis Himalaya, all failed the NMR (Nuclear Magnetic Resonance) test,” the research had stated.

Recently a number of new gamers have entered into the rising home honey market after pandemic as individuals are actually specializing in wellness merchandise post-pandemic.

According to Expert Market Research, the India’s honey market reached a worth of about ₹1,729 crore in 2019.

The market is additional anticipated to develop at a CAGR of about 10% between 2020 and 2025 to achieve a worth of practically ₹30.6 billion by 2025, it stated.


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