Urban Company moves Delhi HC against Kent RO over purifier ads
CE DESK 
Urban Company has successfully moved the Delhi High Court against Kent RO Systems over an advertising campaign that targeted the home services giant’s Native water purifiers. The court recorded Kent’s undertaking to withdraw advertisements that described Urban Company’s two-year filter and servicing claims as “false” and a “marketing gimmick” after Justice Anup Jairam Bhambhani found a prima facie case for disparagement.
The legal dispute centres on Urban Company’s Native M1 and M2 water purifiers, which market the ability to operate for up to two years without routine servicing or filter replacement under specified conditions. Kent’s advertisements allegedly warned consumers that relying on such technology posed “serious health and equipment risk” and labelled the claims as “fake”.
During the August 12 hearing, Urban Company’s senior advocate Amit Sibal submitted that the company had invested approximately ₹80 crore in advertising the two-year no-servicing feature and holds around 42% market share among water purifiers offering such filter-life technology. The company explained its technology relies on multiple systems including pre-filtration, smart-rinse, anti-scalant dosing and auto-flush designed to reduce clogging and extend filter life.
Justice Bhambhani questioned whether Kent’s advertisements were genuinely promoting its own products or primarily aimed at discrediting Urban Company’s technology. While acknowledging that water quality and household consumption can influence filter life, the court took issue with the sweeping nature of Kent’s allegations. Following these observations, Kent agreed to withdraw the disputed advertisements within 10 days and undertook not to publish similar claims disparaging Urban Company’s technology.
This development occurs as Urban Company expands its Native appliances portfolio, recently launching the M3 series with a three-year warranty. However, broader legal battles continue between the companies, including Kent’s pending patent infringement suit and Urban Company’s separate tortious interference claim, both remaining sub judice in the Delhi High Court.
