Words such as “100% Pure,” “100% Natural” and “Organic” have become powerful selling points for food products. However, growing regulatory scrutiny in India is raising questions about whether such claims always provide consumers with a clear understanding of what they are buying.

The issue gained attention after the Food Safety and Standards Authority of India (FSSAI) directed Dabur India to discontinue certain food products carrying “100%” claims, including products in categories such as honey, ghee and edible oils. FSSAI has maintained that “100 per cent” is not a defined claim under India's food regulations and that such wording can potentially create a misleading impression about a product.

The matter is still developing. The Delhi High Court has granted interim relief to Dabur, temporarily staying the FSSAI order while the legal proceedings continue.

Why It Matters to Hospitality

While the debate may appear to be focused on packaged food, it also has relevance for hotels, restaurants, cafés, caterers and institutional kitchens.

Hospitality businesses purchase large quantities of cooking oils, dairy products, sauces, beverages and other packaged ingredients. Procurement teams therefore need to look beyond attractive claims on packaging and verify product labels, supplier credentials and supporting documentation.

For hotels and restaurants, the issue also extends to how ingredients are described to guests. Terms such as “natural,” “fresh,” “organic” or “pure” can influence customer expectations and should accurately reflect the product being served.

Stronger Procurement Practices

Hospitality businesses can strengthen food transparency by:

• Purchasing products from verified suppliers
• Checking FSSAI licences and product labels
• Maintaining invoices and batch-level traceability
• Verifying certifications for products marketed as organic
• Conducting periodic supplier audits
• Training procurement and kitchen teams on food-label requirements
• Ensuring menu descriptions accurately represent ingredients

The growing scrutiny highlights a larger shift in India's food industry towards clearer labelling and greater accountability.

For the hospitality sector, food safety does not begin when an ingredient reaches the kitchen. It begins with responsible sourcing, accurate information and reliable suppliers.

As regulatory attention continues to increase, hotels and restaurants that maintain transparent procurement practices can strengthen both guest trust and food-safety standards.

The Sleep Company has announced the opening of its new experience store at Vihang Ventura in Mira Road, further expanding its retail footprint in the Mumbai Metropolitan Region. Located within the upcoming premium commercial development by Vihang Ahead, the new outlet adds to the growing presence of national brands at the project.

The comfort-tech brand, known for its patented SmartGRID® technology, has grown rapidly across India with more than 200 stores in less than four years. Its latest store at Vihang Ventura is part of the company's strategy to expand into fast-growing suburban markets where demand for premium lifestyle and comfort products continues to rise.

Situated opposite Kashigaon Metro Station, Vihang Ventura is being developed as an integrated commercial destination featuring premium retail outlets, flagship showrooms, office spaces, and lifestyle brands. The project is attracting leading national retailers looking to tap into the growing consumer base of the Mira Bhayandar region.

The new experience store offers customers an opportunity to explore and try The Sleep Company's complete range of SmartGRID mattresses, ergonomic chairs, recliners, sofas, and sleep accessories before making their purchase decisions.

Commenting on the development, Purvesh Sarnaik, Director, Vihang Ahead, said:

"The Sleep Company's decision to establish its presence at Vihang Ventura is another strong endorsement of Mira Bhayandar's emergence as a premium retail destination. As consumer aspirations evolve and the region continues to attract high-quality residential and commercial developments, national brands are increasingly recognising the market's long-term potential. Our vision for Vihang Ventura is to create a vibrant commercial ecosystem that brings together leading retail, lifestyle and business brands in one landmark destination."

Speaking about the expansion, Sharad Shukla, Senior Director-Retail Expansion, The Sleep Company, said:

"Our retail expansion strategy is centred around markets that are witnessing strong residential growth, improving infrastructure and a rising base of aspirational consumers. Mira Bhayandar has evolved into one of the fastest-growing suburban markets within the Mumbai Metropolitan Region, making it an ideal destination for our next experience store. Vihang Ventura offers the right ecosystem for us to engage with customers seeking innovative comfort solutions and a premium in-store shopping experience."

The launch comes at a time when India's organised retail sector continues to see steady growth, supported by strong retail leasing activity and increasing expansion into emerging suburban markets. Improved infrastructure, Metro connectivity, and sustained residential development have also made Mira Bhayandar an attractive destination for organised retail and lifestyle brands.

With The Sleep Company joining its retail mix, Vihang Ventura continues to strengthen its positioning as a modern commercial and lifestyle destination, bringing together brands across lifestyle, wellness, food & beverage, and retail while offering consumers premium shopping experiences closer to home.