The Competition and Consumer Protection Authority (CCPA) imposes a Rs 1 lakh fine on Britannia for marketing its bread as “100% whole wheat” despite the product containing 62% wheat, according to multiple outlets. The authority finds the advertising claim inconsistent with the wheat content stated on the packaging.
Outlets also report that Britannia is directed to withdraw the advertisement and provide a compliance update within a specified period. Times of India additionally states that food labelling rules require at least 75% whole wheat flour for the “whole wheat” label, framing the penalty around the regulatory threshold. NDTV and Business Line focus more directly on the mismatch between the “100%” advertising claim and the 62% wheat content.
Across coverage, the core facts align: the CCPA’s finding of misleading advertising, the Rs 1 lakh penalty, and the company’s obligation to respond, including removing the ads. Differences mainly concern which regulatory detail is highlighted and whether specific withdrawal timelines and formats are emphasized.
