India's food safety regulator has moved against Dabur, one of the country's most recognized consumer brands, prohibiting it from marketing honey, ghee, oils, and other products under sweeping claims of absolute purity and naturalness. The FSSAI's enforcement action reflects a deepening institutional conviction that language shapes trust — and that trust, once commodified through unsubstantiated claims, must be held to account. For a company whose identity is woven from the threads of tradition and natural heritage, this moment asks a harder question: what does it mean to be pure, and who gets