FSSAI’s energy-drink label crackdown disrupts distribution, puts inventory at risk
FSSAI’s 90-day directive to remove “energy drink” labels is delaying distributor pickups and creating shelf gaps, while beverage makers seek more time to relabel or clear existing stock. The move affects a category estimated at Rs 13,000 crore in annual sales and growing 20–25% a year.
FSSAI's order to remove 'energy drink' labels has disrupted distributor pickups and caused shelf shortages across India. Beverage makers seek an extension, warning that existing inventory and imported cans may be wasted as regulators begin stock seizures.
Why this matters
FSSAI’s directive follows recent signals that beverage brands have 90 days to drop “energy drink” branding, extending the compliance issue from labeling into distributor delays, inventory risk and shelf gaps.
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