India’s food regulator has served notices to Gemini Edibles & Fats, Flipkart, and BigBasket for allegedly promoting 'Freedom Cooking Rice Bran Oil' with unapproved heart-health claims. The FSSAI cited violations of 2018 advertising regulations regarding cholesterol-related marketing. Additionally, Gemini Edibles faces scrutiny for operating an e-commerce platform without the necessary central license, signaling a stricter regulatory stance toward food safety and digital compliance.
The Food Safety and Standards Authority of India (FSSAI) has launched enforcement actions against Gemini Edibles & Fats India and e-commerce platforms Flipkart and BigBasket. The regulator has flagged the marketing of 'Freedom Cooking Rice Bran Oil' on these platforms, alleging that the promotional material violates established advertising standards.
Unapproved Health Claims
At the core of the issue are marketing claims regarding the oil's ability to lower bad cholesterol and boost good cholesterol. The FSSAI stated that these promotional messages do not align with the Food Safety and Standards (Advertising and Claims) Regulations, 2018. Under these rules, food businesses must ensure that any health benefit claims made in advertisements are backed by scientific evidence and permitted within the regulatory framework. By highlighting specific heart-health advantages without the required regulatory backing, the companies have drawn the attention of the authority.
Operational Licensing Scrutiny
In addition to the advertising concerns, the FSSAI investigation identified operational gaps at Gemini Edibles & Fats India. The regulator found that the company was conducting food sales through its proprietary e-commerce website without holding the mandatory central license required for digital operations. Operating an e-commerce food business without valid central registration is a breach of the Food Safety and Standards Act, 2006, which governs how food products are sold and distributed in the country.
Wider Regulatory Action
This action is part of an ongoing effort by the FSSAI to tighten oversight of the food industry. In recent weeks, the regulator has taken steps against other operators, such as suspending the license of DNV Food Products Ltd for failing to meet storage and safety protocols. The regulator also cancelled the license of Jhanvittanni due to persistent non-compliance with safety mandates.
These events highlight the regulator's focus on enforcing both labeling compliance and operational safety. The next important update will be the response from these companies to the regulator's notices and the potential penalties they may face under the Food Safety and Standards Act. Investors and consumers may monitor whether these companies adjust their marketing strategies and complete their licensing requirements to align with regulatory expectations.