Urban Company sues Kent RO over alleged false water purifier ads

Urban Company lodged a defamation and disparagement case against Kent RO Systems in the Delhi High Court, accusing the competitor of running a coordinated advertising push that falsely portrayed the two-year filter and service life features of its Native M0, M1, M2, M1 Pro and M2 Pro purifiers as a gimmick and unsafe for consumers. The complaint, filed under SEBI’s listing regulations and signed by Company Secretary Sonali Singh, cited both direct ads and influencer-driven social media content.

At a detailed hearing on August 12, Kent RO consented to pull down the specific ads in question and committed to avoid future promotions that disparage Urban Company’s products. The court directed the removal of the material within 15 days, though the order appeared on the court’s website only on August 22. Urban Company disclosed the development to the exchanges on August 23 and noted other pending litigation with Kent RO, including patent and tortious interference suits.