Recently, the City Civil Court of Ahmedabad has granted, in favour of ISMA*, an exparte ad interim injunction against start-up Puro Wellness Pvt Ltd from advertising and promoting their brand ‘Puro Salt’ through an advertisement that allegedly denigrates and disparages the white salt available in the market. The present suit was filed by ISMA after the telecast of the advertisement featuring famous Bollywood Anil Kapoor.
Reportedly, the main contention of the present suit is that the said advertisement has baselessly questioned the purity and quality of white salt available in market and compared white salt with bleach.
The matter is presently sub-judice.
*ISMA’s Associate Members include the Regional Associations of Salt Manufacturers from a number of States including big industry names like Tata Chemicals, Aditya Birla Chemicals, Nirma Ltd amongst others.
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