New Delhi: India's government prohibited a popular Diageo rum for misbranding without following due ‌process and just as the food safety regulator began consulting on the labelling rules at the heart of the issue, the company has argued in court. While Diageo ⁠has told India's stock exchanges it has mounted a court challenge, its non-public filing for the ​first time details its arguments against restrictions placed on "McDowell's No. 1 Celebration Matured XXX Rum" made in Maharashtra, which the ​company publicly calls one of its top-selling products. Further, the Food Safety and Standards Authority of ​India (FSSAI) started consulting the industry on regulatory aspects of flavours labelling days after the prohibition order. Diageo, which has dubbed India ​its "consumer market of the decade", has said it complies with the law.