Now Reading: Kent withdraws ads disparaging Urban Company’s filter claim after HC hearing
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Kent withdraws ads disparaging Urban Company’s filter claim after HC hearing
Kent withdraws ads disparaging Urban Company’s filter claim after HC hearing
Kent has agreed to withdraw advertisements targeting Urban Company's two-year filter-life claim within 10 days, after the Delhi High Court questioned whether the ads were meant to discredit a rival's technology rather…
The Story in Brief
Kent has agreed to withdraw advertisements targeting Urban Company's two-year filter-life claim within 10 days, after the Delhi High Court questioned whether the ads were meant to discredit a rival's technology rather than promote Kent's own products. The court observed that Urban Company had made out a case for interim relief, calling Kent's disparagement 'very, very wide'.
The dispute centres on Urban Company's Native M1 and M2 purifiers, which claim up to two years without service or filter replacement under specified conditions. Urban Company cited lab tests using 12,000 litres of water at TDS levels of 1,500-2,000 PPM, and said it has spent about Rs 80 crore advertising the feature. Kent argued that filter life depends on water quality, which varies significantly across India. The court recorded Kent's undertaking not to republish similar ads.
The Indian Opinion
Both sides have a point, but the court rightly stopped Kent's blanket attack. Water quality in India varies so much that a uniform two-year guarantee is unrealistic for many homes. Yet Kent's ads went beyond fair comparison into outright dismissal of a rival's R&D. The real test will come when an independent agency tests these purifiers across different cities and water conditions. How many consumers actually get two years without filter changes? That number, not court orders, will settle this.
Source: businesstoday.in
This story was synthesised by AI from the source linked above.
