The Central Consumer Protection Authority (CCPA) has levied a penalty of ₹1 lakh on Storia Foods and Beverages, holding that several of the company’s product claims misled consumers and amounted to unfair trade practices.
The action stems from a suo motu proceeding in which the regulator examined Storia’s marketing of products carrying labels such as “100% Tender Coconut Water,” “100% Natural Tender Coconut Water,” and “100% Juice.”
In its order issued on June 18, the authority observed that Storia’s packaged coconut water was promoted as entirely natural coconut water, while the ingredient declaration revealed that the beverage contained water and coconut water concentrate that had been reconstituted to form the final product.
The regulator also scrutinised the company’s Pomegranate, Mixed Fruit, Mango and Guava Chilli drinks, all sold under the banner of “100% Juice.” According to the authority, ingredient disclosures showed that these beverages largely consisted of water, with fruit pulp or concentrates present in comparatively smaller quantities, alongside apple juice concentrate.
The CCPA noted that an average consumer would reasonably interpret the phrase “100% Juice” to mean a product derived wholly from fruit without the addition of water or other ingredients. It concluded that the labelling created an impression that did not match the composition of the products.
The authority further questioned the naming of certain variants, observing that apple juice concentrate featured in proportions equal to or exceeding those of the fruit highlighted on the front label, such as pomegranate or mixed fruit.
Storia argued that consumers were adequately informed through disclosures printed on the back of the packaging, including references to the coconut water being reconstituted. The CCPA, however, rejected this defence, stating that a disclaimer cannot undo the impression already created by a prominent claim displayed on the front of a package.
Apart from the composition-related issues, the regulator also examined health-related statements used in connection with the products. Claims including “Combats Virus,” “Improves Metabolism,” “Kills Fatigue,” and “Rehydrates the Body Faster than Water” were found to lack sufficient product-specific scientific evidence.
The authority noted that one of these claims—“Combats Virus”—remained visible on the company’s website months after Storia had asserted that it had been withdrawn.
As part of its directions, the CCPA ordered the company to discontinue the use of “100% Tender Coconut Water” and “100% Natural Tender Coconut Water” across packaging, websites and online marketplace listings. Similar directions were issued regarding the “100% Juice” description for the affected fruit beverage variants.
The regulator also instructed Storia to remove the disputed health-benefit claims from all promotional and packaging material and cautioned the company against making future therapeutic or health-related representations unless supported by product-specific scientific substantiation.
