375 The FSSAI has issued a nationwide directive asking state food safety departments to remove “ORS” (Oral Rehydration Salts) from all product labels, advertisements, and brand names that do not conform to pharmaceutical or medical formulation standards. The regulator stated that several food and beverage brands have been misusing the term “ORS” on products such as electrolyte drinks, powders, and rehydration beverages — potentially misleading consumers into believing they offer therapeutic benefits similar to medically approved oral rehydration solutions. In its circular, FSSAI clarified that ORS formulations are governed under the Drugs and Cosmetics Act, not the Food Safety and Standards Act. Any non-drug product using “ORS” in its branding is therefore in violation of labelling regulations and may face enforcement action. State authorities have been instructed to inspect, relabel, or remove such products from retail shelves, ensuring that consumers are not misled by medical terminology used in marketing. The directive also applies to e-commerce platforms selling such items. An FSSAI spokesperson emphasised the importance of clear boundaries between food and medicinal categories, saying the move aims to “protect consumers from deceptive health claims and preserve regulatory clarity.” This development follows similar crackdowns by FSSAI on misleading “energy drink” and “immunity booster” labels over the past two years, signalling tighter oversight of functional food marketing in India. You Might Be Interested In How GLP‑1 Drugs Are Reshaping Food & Beverage Marketing F&B Brands in India Are Winning Big by Targeting Tier‑2 & 3 Cities Inside Sprite’s strategy to stay relevant with Gen Z U.S. Food Sector Seeks Relief as New Tariffs Risk Consumer Prices Heineken’s Bold Move: Celebrating Life Beyond Social Media Coca-Cola to launch mini cans in U.S. convenience stores for budget-minded consumers
