The Ministry of Commerce and Industry has issued a directive to all ecommerce platforms to remove Bournvita and similar drinks from the “Health Drinks” category following an inquiry by the National Commission for Protection of Child Rights (NCPCR).
The commission, constituted under the Commission for Protection of Child Rights (CPCR) Act, 2005, concluded that there is no specific definition for “Health Drink” under the Food Safety and Standards (FSS) Act, 2006.
In response to the NCPCR’s findings, the ministry released a notification instructing all ecommerce companies to exclude drinks and beverages, including Bournvita, from the “Health Drinks” category on their platforms. The notification, dated 10 April, aims to prevent consumer misinformation and ensure clarity in product labelling.
This directive comes on the heels of an earlier instruction from the Food Safety and Standards Authority of India (FSSAI), which advised e-commerce companies not to label dairy-based, cereal-based, or malt-based beverages as ‘health drink’ or ‘energy drink’. The FSSAI clarified that these terms are not defined in India’s food laws and that ‘energy drink’ specifically refers to flavoured water-based drinks, whether carbonated or noncarbonated.
The FSSAI cautioned e-commerce platforms that the use of incorrect terms could mislead consumers and advised Food Business Operators (FBOs) to rectify the labelling by removing or delinking such drinks from the ‘Health Drinks/Energy Drinks’ categories.
The objective of these corrective actions is to promote transparency in product labelling and empower consumers to make well-informed choices. By eliminating misleading information, consumers can make decisions based on the true nature and functional properties of the products they purchase.
According to market studies, the Indian energy drink and sports drink market are currently valued at USD 4.7 billion and are expected to grow at a compound annual growth rate (CAGR) of 5.71 per cent by 2028. This underscores the importance of accurate labelling and informed consumer decision-making in the food and beverage industry.
