India's Food Watchdog Clamps Down on Energy Drink Giants Over Misleading Claims

India's food regulator, FSSAI, has just fired off notices to six of the biggest energy drink brands, including Red Bull, PepsiCo Adrenaline Rush, Reliance Consumer Products' Campa Energy Drink Gold Boost, Sting, Hell Energy, and Coca-Cola-backed Monster Energy. The crackdown, announced on July 1st and 2nd, 2026, focuses on alleged 'misbranding' and 'misleading claims', stemming from the regulator's stance that there is no officially notified standard for 'energy drink' products under Indian law. The notices highlight that these companies are marketing their beverages with the 'energy drink' tag and making functional or therapeutic claims—like 'boosting energy' or 'enhancing focus'—which are not allowed for food products under the Food Safety and Standards Act, 2006. This move is part of a broader, intensified scrutiny by FSSAI on food and beverage marketing claims, often disclosing enforcement actions via social media to boost consumer awareness. The fast-growing Indian energy drink market, valued at $1.5 billion in 2025 and projected to nearly double by 2034, is now facing a significant regulatory challenge that could reshape how these popular beverages are branded and advertised. The implicated companies have not yet publicly responded to the notices, which typically give a short window—often seven days—to provide scientific validation for their claims or to modify packaging. This situation could force a complete rethink of branding and marketing strategies for energy drink manufacturers in India, setting a precedent for tighter oversight across the entire food and beverage sector. Consumers can expect clearer labeling and potentially different product names as the FSSAI continues its push for transparency and scientific substantiation for all product claims.