To grab the attention of customers, companies often use labels like 'natural', 'pure', 'authentic', etc. But come July 1, the use of such words on products will cost manufacturers Rs 10 lakh in fines. It has now been made mandatory for brands to either get permission to use such words, or carry a disclaimer about them on the product. There are several products that carry such words, but as per the new rule of FSSAI, their usage without permission could land the manufacturer in trouble.

"Customers are generally attracted to words like 'genuine,' 'original,' etc on food products. When a company uses the word 'real,' for a food product for instance, it implies that it is the only real/original product, which is in violation of the advertisement act of FSSAI. This creates a false perception of a product for customers," said an official from FSSAI.