Overview
- The Food Safety and Standards Authority of India has told makers of high‑caffeine drinks to stop using the words “energy drink” on labels and remove health or performance claims, and it has given firms a 90‑day window to comply.
- The regulator issued formal misbranding notices on July 1 to six brands — Red Bull, PepsiCo’s Adrenaline Rush, Reliance’s Campa Energy, Sting, Hell Energy and Monster — saying no Indian standard exists for the category.
- State enforcement has already begun in Rajasthan where authorities seized thousands of bottles and directed e‑commerce platforms to stop promoting products as “energy drinks.”
- Industry groups and major companies have objected and sought a more consultative approach, and FSSAI CEO Rajit Punhani rejected business‑impact arguments while saying firms are free to challenge the order in court.
- The move targets a fast‑growing segment that Euromonitor projects will reach about $1.6 billion by 2028, and it could force costly repackaging, change marketing aimed at teens and rural buyers, and prompt legal and regulatory debate over caffeine limits and labeling rules.