The Central Consumer Protection Authority (CCPA) recently ordered a popular food products company to pay a fine of Rs 1 lakh and held it guilty of violating consumer rights by falsely promoting its product as “100% whole wheat bread” when wheat flour made up only 62 per cent of the total ingredients.

Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra were hearing the proceedings initiated by the CCPA against the food products firm.

“The claim of ‘100% Whole Wheat Bread’, when read in conjunction with the accompanying claim ‘0% Maida ‘, unequivocally conveys to an average consumer that the impugned product is composed entirely of whole wheat flour, thereby creating an unambiguous, categorical and misleading impression as to its actual composition, quality and characteristics,” the October 22 order read.

According to the order, the CCPA took suo motu action against the company and directed an initial inquiry against it.…