CCPA fines Sunrise Foods ₹1 lakh for misleading 'whole wheat' bread claims

The Central Consumer Protection Authority (CCPA) has imposed a financial penalty of ₹1 lakh on Sunrise Foods for making false claims about its bread products, marking another enforcement action against misleading food labeling in the country.

The regulator found that the company's assertion that its bread contained 100 percent whole wheat was unsubstantiated and constituted unfair trade practice under consumer protection laws. The CCPA's investigation determined the product did not meet the claimed specifications, prompting swift regulatory intervention.

Beyond the monetary fine, the CCPA has directed Sunrise Foods to immediately cease circulation of all misleading advertisements related to the product across digital and traditional media channels. The directive aims to prevent further consumer deception and ensure the company complies with advertising standards.

The action underscores intensified scrutiny by India's consumer protection mechanism on food manufacturers making unverified nutritional and composition claims. Companies have been repeatedly cautioned to ensure product labeling and advertising align with actual contents, with regulatory bodies ramping up enforcement against false health and wellness assertions in the food sector.