Why Was Bournvita Banned in India? The Truth Behind the 'Health Drink' Controversy

December 10, 2025 •

3 min read

In 2023, a viral social media video triggered a national inquiry by India's child rights body, prompting many to ask, why was Bournvita banned in India? The reality is more nuanced, involving product relabeling rather than a complete ban.

Quick Summary

Following a viral 2023 video alleging high sugar and misleading claims, the NCPCR prompted government action. Authorities directed e-commerce platforms to remove Bournvita and similar products from the 'health drink' category, a reclassification based on regulatory findings.

Key Points

Not a Ban: Bournvita was not banned in India; the government instead mandated its removal from the 'health drinks' category on e-commerce sites.
High Sugar Allegations: The controversy was sparked by a social media influencer highlighting Bournvita's high sugar content, contradicting its marketing as a healthy drink.
Misleading Claims: Regulators, including the NCPCR, found the marketing around Bournvita's 'health benefits' to be misleading and in violation of advertising rules.
No Legal Definition: The regulatory action stemmed from the fact that India's FSS Act does not legally define 'health drink,' making the product's marketing claim unsustainable.
Industry-Wide Repercussions: The incident led to broader scrutiny of food labeling and marketing, prompting changes from Mondelez and serving as a warning to other beverage companies.

The Viral Video that Ignited the Controversy

In April 2023, a social media video created by influencer Revant Himatsingka, known online as 'FoodPharmer,' went viral across India. The video, which garnered millions of views, criticized Bournvita by examining its nutritional information. Himatsingka's main points of contention included allegations of high sugar content, misleading marketing, and concerns about a caramel coloring agent. He argued that the product's claims contradicted its nutritional reality. You can find more details about his specific claims in the referenced documents.

Mondelez's Response and the Public Backlash

Mondelez India, Bournvita's manufacturer, initially defended its product and sent a legal notice to Himatsingka, which led to the video's removal. However, this action fueled public criticism, with many viewing it as an attempt to silence concerns. The incident highlighted the significant impact of social media on corporate accountability.

Regulatory Intervention: The NCPCR and FSSAI Act

The controversy escalated to India's regulatory bodies. The National Commission for Protection of Child Rights (NCPCR) investigated misleading advertisements and found that the term 'health drink' is not legally defined under the Food Safety and Standards (FSS) Act, 2006. Based on this, the NCPCR requested Mondelez to remove misleading marketing. In April 2024, the Ministry of Commerce and Industry directed e-commerce platforms to remove Bournvita and similar beverages from the 'health drink' category. The Food Safety and Standards Authority of India (FSSAI) reinforced this directive.

Comparison of Bournvita Allegations and Regulatory Findings


Feature	Influencer's Allegation (Revant Himatsingka)	Company's Defense (Mondelez India)	Regulatory Finding (NCPCR/FSSAI)
Sugar Content	Excessively high, contributing to diabetes risk.	Adheres to regulatory standards; 7.5g added sugar per 20g serving.	Found to contain high sugar, prompting removal from 'health drink' category.
Caramel Coloring	Potentially carcinogenic (150c).	Within acceptable and regulated limits.	No explicit finding of carcinogenicity, but was part of the overall misleading claims investigation.
'Health Drink' Status	Misleadingly marketed as a healthy product.	Formulated by nutritionists for health benefits.	No legal definition of a 'health drink' exists in the FSS Act, justifying reclassification.
Marketing	Deceptive advertising targeting children and mothers.	Endorsed by celebrities and part of motivational campaigns.	Misleading advertisements must be withdrawn.

The Aftermath and Industry Impact

Bournvita was not banned in India; the government reclassified it and similar products, prohibiting their marketing as 'health drinks' on online platforms. This action emphasized accurate food labeling and transparency. The Bournvita case demonstrates the influence of social media in challenging brands and prompting regulatory action. It led to Mondelez reducing Bournvita's sugar content and served as a reminder to the industry about ethical marketing and transparency, particularly for products targeting children.

The Key Takeaway

The Bournvita incident highlights the impact of digital activism and the importance of enforcing food labeling laws. The regulatory actions, while not a ban, signaled a commitment to consumer protection and empowered consumers to question marketing claims. This encourages informed choices and greater industry transparency. For more information on India's food safety standards, you can refer to the official FSSAI website.

Conclusion

The idea that Bournvita was banned in India is a misconception. The product was reclassified and removed from the 'health drink' category on e-commerce platforms due to a viral video and subsequent government inquiry into its high sugar content and misleading marketing. This event spurred greater consumer advocacy, industry reflection on ethical practices, and ultimately led to product reformulation and increased transparency in the Indian market.

Frequently Asked Questions

No, Bournvita was not completely banned in India. The government directed e-commerce companies to stop listing Bournvita and similar products under the 'health drinks' category.

The main reason was a viral video by a social media influencer that alleged the product was misleadingly marketed as a 'health drink' despite its high sugar content and other additives.

The influencer was Revant Himatsingka, who goes by the name 'FoodPharmer' online.

The National Commission for Protection of Child Rights (NCPCR) and the Food Safety and Standards Authority of India (FSSAI) were the key regulatory bodies that took action.

Yes, following the backlash and regulatory action, Mondelez India reportedly reduced the sugar content in Bournvita by nearly 15%.

No, following the government's directive to e-commerce platforms, Bournvita can no longer be sold or marketed specifically under the 'health drinks' category in India.

The case highlights the growing scrutiny of food labeling and marketing, prompting other companies to be more transparent and ethical, especially when targeting children.