CCPA Fines Storia ₹1 Lakh; Says '100% Tender Coconut Water' Claim Misled Consumers

The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹1 lakh on Storia Foods and Beverages Private Limited for misleading advertisements relating to its coconut water and fruit juice products. The Authority held that claims such as “100% Tender Coconut Water”, “100% Natural Tender Coconut Water” and “100% Juice” were likely to mislead consumers about the true nature and composition of the products. The order was passed by a Bench comprising Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra in a suo motu case initiated against the company. The proceedings concerned Storia's coconut water product and its pomegranate, mango, mixed fruit and guava chilli juice variants. The CCPA observed that while the coconut water product was marketed as “100% Tender Coconut Water” and “100% Natural Tender Coconut Water”, its ingredient declaration disclosed that it consisted of water and coconut water concentrate (9.6%) reconstituted to single strength. Similarly, the fruit juice products advertised as “100% Juice” contained water, fruit concentrates or pulp, and apple juice concentrate in varying proportions. The Authority also examined promotional claims including “Combats Virus”, “Improves Metabolism”, “Kills Fatigue” and “Rehydrates the Body Faster than Water”. It found that the company had failed to provide independent scientific studies or product-specific clinical data to substantiate these representations and had relied largely on general literature relating to coconut water. Rejecting the company's defence that its products complied with Food Safety and Standards Authority of India (FSSAI) regulations, the CCPA held that compliance with food safety regulations does not automatically protect a manufacturer from action under the Consumer Protection Act, 2019. The Authority emphasized that the relevant test is how an ordinary consumer would understand the claims appearing on product packaging and advertisements. According to the CCPA, a reasonable consumer encountering the expressions “100% Tender Coconut Water” or “100% Natural Tender Coconut Water” would expect the product to consist entirely of natural coconut water without concentration, reconstitution, preservatives or dilution. The Authority further held that disclosures in the ingredient panel stating that the product was “reconstituted” could not cure an otherwise misleading front-of-pack claim. Holding that the advertisements amounted to misleading advertisements and unfair trade practices under Sections 2(28) and 2(47) of the Consumer Protection Act, 2019, the CCPA directed the company to discontinue the impugned advertisements and imposed a penalty of ₹1 lakh, payable within 15 days of receipt of the order. Case No.: CCPA-2/71/2024-CCPA Click Here To Read/Download Order

CCPA Fines Storia ₹1 Lakh; Says '100% Tender Coconut Water' Claim Misled Consumers

Praveen Mishra

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Praveen Mishra

CCPA Fines Storia ₹1 Lakh; Says '100% Tender Coconut Water' Claim Misled Consumers

Praveen Mishra

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INR 1099+GST

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Praveen Mishra

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