Nirapara powdered spices banned in Kerala: Will celeb endorsers get into trouble?

Barely three months after the  the ban of Maggi noodles by The Food Safety and Standards Authority of India (FSSAI), a big consumer brand in Kerala and the gulf is feeling the jitters.

 

State’s Food Safety Commissioner TV Anupama has released an order on Saturday banning the manufacturing, storage and sale of 'Nirapara' brand chilly powder, coriander powder and turmeric powder.

 

During routine testing done at State Analysis Lab, food safety officials had reportedly found that the Nirapara samples contained added starch powder. Reports say that a case was registered against the brand for claiming their products “pure” when were instead adulterated.

 

Addition of starch power can create stomach disorders and bring down the nutritive value.

 

Meanwhile there are also reports that cases will be charged against the company’s brand ambassadors, actress Kavya Madhavan and actress-politician Kushbu, as they claimed in the ‘misleading advertisements’ that the products were fully natural and pure.

 

Under FSSAI act, there are provisions to mount charges against those who endorse adulterated food products.

 

 

However Kushbu while speaking to The News Minute said that celebrities will not be responsible for these issues as their duty is to act according to the contract given by the company and not to ensure the quality of the product.

 

“Ensuring the quality and safety of food products is the business of the concerned department and if they are not able to do their duty how can we do it?” she said.

Kushbu alleged that these all happens due to inefficiency of the concerned authority.

 

“Routine testing should be done; each and every quality measures should be analyzed. Before releasing the advertisements the authorities should cross check whether the claims by advertisements are true. They should ensure the quality each time,” she said.

 

She also urged that advertisements should be censored on the basis of food safety test results.

 

The Nirapara brand which was registered under KKR Food Products based on Kalady, Ernakulam, had entered in to the business through its various rice brands and later expanded the production to flour products, wheat products, spices, pickles and masalas.