In a significant development in the ongoing battle of FMCG giants, the Delhi High Court on Tuesday issued a restraining order against Patanjali Ayurved, barring it from airing or publishing advertisements that allegedly disparage Dabur India’s flagship product, Dabur Chyawanprash. The court’s directive comes as a relief to Dabur amid escalating brand wars in the competitive health supplement segment.
The case stems from advertisements released by Patanjali Ayurved, which reportedly questioned the efficacy and authenticity of competing Chyawanprash products, indirectly targeting Dabur. The ads, according to Dabur’s legal counsel, projected Dabur Chyawanprash as inferior and chemical-laden compared to Patanjali’s own “natural and Ayurvedic” product.
In its order, the Delhi High Court stated that “a company cannot promote its own product by disparaging another brand through misleading or comparative advertising that damages reputation without factual basis.” Justice Sanjeev Narula emphasized that while comparative advertising is permissible, it must be fair and backed by verifiable facts rather than suggestive mockery or innuendo.
The court observed that Patanjali’s ad campaign “crossed the line from healthy competition into brand denigration,” thereby impacting Dabur’s long-standing reputation in the market. It also pointed out that Patanjali had failed to substantiate its claims with credible data during the hearings.
Dabur India, which has held the largest share in the chyawanprash market for decades, welcomed the court’s ruling. A Dabur spokesperson said, “We are committed to maintaining consumer trust through quality and efficacy. Misleading claims can not only harm our brand image but also misguide consumers.”
Meanwhile, Patanjali is expected to challenge the ruling or revise its advertising strategy in compliance with the court’s directive. The company has not yet issued an official statement on the matter.
This development highlights the increasing scrutiny over advertising ethics in the Indian FMCG sector. With consumers becoming more health-conscious, brands are ramping up marketing efforts, often pushing the boundaries of fair competition. Legal experts believe that the verdict sets a precedent for responsible advertising practices and protects market integrity.
