Patanjali comes under FSSAI scanner for crude oil claims

Must Read

Baba Ramdev-led Patanjali Ayurved has come under the Indian food regulator’s scanner yet again, this time over its edible oil brand advertisement, which is alleged to be misleading.
According to a PTI report: The Food Safety and Standards Authority of India (FSSAI) has directed its Central Licensing Authority to issue a show cause notice to the company.
The Solvent Extractors’ Association of India (SEA), a body of edible oil producers, filed a complaint against Patanjali in April claiming its advertisement for Kacchi Ghani Oil is misleading and derogatory.
Patanjali claimed that the company uses the ‘Kacchi Ghani’ process to make the oil while the edible refined oil and mustard oil of most other brands are made using the neurotoxin hexagon solvent extraction method.
It also claimed that many companies, in their pursuit for profit, mix cheap palm oil with mustard oil, which can be harmful to health. The print ad stated, that according to NCBI, an US institute, hexagon solvent, which is a petroleum by-product, is carcinogenic.
SEA had initially written to Patanjali Ayurved, requesting it to withdraw what it said was misleading statement in the ad. But after Patanjali failed to respond, it approached FSSAI as well as the Advertising Standards Council of India (ASCI) for action.
“It is obligatory to refine all solvent extracted oils to make it fit for human consumption. So, it is very clear that hexane is not a harmful solvent and even during the refining process, traces, if any, gets removed completely from the oil and, hence, oil obtained from the refining process is completely safe for use,” Executive Director, SEA, BV Mehta was quoted by PTI as saying.
Mehta also said there is no evidence that exposure to hexane increases the risk of cancer in people.
This is not the first instance where the Rs 5,000-crore Patanjali Ayurved has got into trouble with the regulators over its claims. In the past, it has been pulled up for selling noodles and pasta without licence.
But Patanjali’s marketing revolves around comparing their ayurvedic, or natural, brands, against similar products that use chemicals.
Abhneesh Roy of Edelweiss Financial reckons that this is a very common strategy among FMCG companies.
Edible oil is still a highly commoditised category in India with large regional brands controlling the bulk of the market.
READ MORE: Patanjali in a fix for misleading hair oil, other ads
Patanjali Ayurved dragged to court for toothpaste ad
SEA files complaint against Patanjali for misleading ad
Pittie’s distribution strategy helped Patanjali disrupt FMCG space

Latest News

Fashion retail entities expected to see 45% revenue growth in FY23: ICRA

The sales growth will led by a pick-up in discretionary spending and normalisation of store operations, post-pandemic Bengaluru: Fashion retail entities...

More Articles Like This