The Central Consumer Protection Authority (CCPA), led by Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra, has imposed a penalty of ₹1 lakh on Britannia Industries Ltd. for misleading consumers through its 'Britannia 100% Whole Wheat Bread' packaging and advertisements.

In an order dated October 22, 2026, the authority directed the company to immediately discontinue the misleading advertisements across print and electronic media, including social media, and submit a compliance report within 15 days.

The CCPA initiated proceedings on its own motion after a preliminary inquiry found that the product was marketed as '100% Whole Wheat Bread' despite containing only 62% whole wheat flour.

Britannia's Defence

During the proceedings, Britannia argued that the claim referred to the type of flour used in the product and was intended to distinguish it from bread made with refined wheat flour (maida).

The company submitted that the bread contained 62% whole wheat flour, while the remaining ingredients included water, yeast, wheat bran, sugar, iodised salt, edible vegetable oil and permitted additives.

It also argued that the product complied with applicable food regulations and that the claim was intended to communicate the product's nutritional benefits. Britannia further relied on the packaging statement 'Made From 100% Whole Wheat Flour on Flour Basis'.

CCPA Rejects Company's Arguments

Rejecting the defence, the CCPA observed that the prominent claim '100% Whole Wheat Bread' could lead ordinary consumers to believe that the entire product was made from whole wheat.

The authority noted that the Food Safety and Standards (Labelling and Display) Regulations, 2020, prescribe a minimum of 75% whole wheat flour for a product to be labelled 'Whole Wheat Bread'. Since Britannia's product contained only 62% whole wheat flour, it fell below the prescribed threshold.

The CCPA further held that the qualifier 'Made From 100% Whole Wheat Flour on Flour Basis', displayed in comparatively smaller text, did not adequately clarify the prominent claim on the packaging.

It also observed that the additional claim '0% Maida' did not cure the misleading impression created by the '100% Whole Wheat Bread' representation.

The Central Consumer Protection Authority (CCPA) held Britannia Industries Ltd. liable for misleading advertisements under Section 2(28) and unfair trade practices under Section 2(47) of the Consumer Protection Act, 2019. It also found that the company had infringed consumers' right to be informed under Section 2(9) of the Act by prominently advertising its product as “Britannia 100% Whole Wheat Bread” despite it containing only 62% whole wheat flour (atta).

The CCPA also noted that the company continued displaying the disputed claim despite an advisory issued by the Food Safety and Standards Authority of India (FSSAI) on May 28, 2025, advising food businesses to discontinue the use of '100%' on food product labels, packaging and promotional materials.

Accordingly, the CCPA imposed a penalty of ₹1 lakh, directed Britannia to immediately discontinue the misleading advertisements and ordered it to submit a compliance report within 15 days of the order.