Delhi High Court stays FSSAI action against ITC's Aashirvaad atta brand

The Delhi High Court has issued an interim order restraining the FSSAI from taking coercive action against ITC Limited regarding its Aashirvaad atta product, after the company challenged an improvement notice issued by the food regulator.

The case centres on labelling claims made on Aashirvaad packaging, including assertions of "100% Atta," "100% Madhya Pradesh Wheat," and "0% Maida." The FSSAI had issued an improvement notice to ITC, which the company subsequently challenged in court, contending the regulatory action was unwarranted.

By granting the interim order, the court has effectively halted any licence cancellation proceedings while the dispute is examined. The order provides ITC temporary protection from enforcement action while the substantive legal questions around the labelling claims are resolved.

The case highlights ongoing tensions between consumer protection regulations and industry compliance practices in India's food sector. The FSSAI, tasked with ensuring food safety and preventing misleading claims on packaged products, had sought corrective action from ITC regarding the disputed assertions on the atta packets.