Delhi High Court pauses action on ITC’s Aashirvaad Atta licence

ITC will keep its FSSAI licence for now after the Delhi High Court told the food regulator not to take a cancellation decision before the next hearing in its dispute over Aashirvaad M.P. Chakki Atta packaging.

The company is challenging FSSAI advisories and notices that sought removal of claims including “100% Atta 100% Madhya Pradesh Wheat”, “Made from 100% M.P Wheat only” and “0% Maida” from labels and advertisements. FSSAI has said such claims are misleading and impermissible under food-labelling regulations.

In May 2025, the regulator advised food businesses to stop using “100%” in food labels, packaging and promotional material. On August 10, it gave ITC 30 days to explain why action should not follow for alleged non-compliance. Three days later, the Central Licensing Authority in Kolkata issued an improvement notice giving ITC 15 days to submit a compliance report, with possible licence suspension for non-compliance.

ITC told the court the later notice arrived before its 30-day response period ended. FSSAI’s counsel also contested whether the Delhi High Court could hear the petition, saying the latest notice was issued in Kolkata.

The matter is listed for September 9.