Urban Company vs Kent RO: Water Purifier Ads Spark Legal Battle in Delhi High Court

Urban Company has dragged Kent RO Systems to the Delhi High Court, accusing the water purifier maker of running an advertising campaign that made false and misleading claims about its Native range of purifiers. The company disclosed the litigation in a regulatory filing on Sunday, August 23.

The dispute centres on Urban Company's Native M0, M1, M2, M1 Pro and M2 Pro purifiers, which are marketed on the strength of a two-year filter life and a two-year service-free promise. According to Urban Company, Kent RO ran advertisements and influencer-led social media promotions that questioned the safety and practicality of these claims.

What Kent RO's Ads Allegedly Said

Urban Company told the court that Kent RO's campaign dismissed the two-year filter and service claims as a "marketing gimmick" and described the use of Native purifiers as "unsafe" and "risky" for consumers.

Separate reports on the case noted that Kent RO's ads went further, suggesting that going two years without servicing or a filter change could pose a serious health and equipment risk, and that even everyday appliances like air conditioners require periodic servicing, so a water purifier should be no different.

Urban Company countered in court that its technology combines pre-filtration, smart-rinse, anti-scalant dosing and auto-flush systems designed to extend filter life, and that it had backed the two-year claims with laboratory reports. Senior Advocate Amit Sibal, representing the company, also told the court that Urban Company had spent close to INR 80 crore advertising the no-servicing feature and holds roughly 42 percent market share among purifiers offering similar filter-life technology. Pravesh Aggarwal Income Tax Penalty: Why ITAT Delhi Cancelled INR 3.74 Lakh Penalty.

Timeline Of Court Proceedings

Urban Company filed the defamation and disparagement suit against Kent RO on August 11. The matter was heard at length by the Delhi High Court on August 12, before Justice Anup Jairam Bhambhani.

Following the hearing, Kent RO informed the court that it would withdraw the advertisements named in the suit and would refrain from publishing or promoting similar disparaging claims against Urban Company's two-year filter life or no-servicing features going forward. The court order was passed on the day of the hearing but was uploaded to its website only on August 22. Cheque Book New Rule: Banks Add Alphanumeric Code, Check if Your Old Cheque Book Needs Replacement.

Takedown Deadline

The Delhi High Court has directed that the advertisements and social media content covered by the case be taken down within 15 days of the August 12 hearing.

The order followed the judge's observation that Urban Company had made out a prima facie case for an ad interim injunction.

Other Disputes Remain Unresolved

Urban Company has clarified that this development settles only the advertising dispute and does not affect other ongoing litigation between the two companies.

Kent RO has separately filed a patent infringement case against Urban Company, which has responded with a counterclaim concerning Kent RO's patent. Urban Company has also filed a separate suit alleging tortious interference against Kent RO. Both of these matters remain sub-judice, the company said in its filing.

Background: A Running Rivalry

The advertising dispute is the latest flashpoint in a broader legal rivalry between the two water purifier players. In January 2025, Urban Company had approached the Delhi High Court alleging that Kent had written to e-commerce platforms Amazon and Flipkart seeking the delisting of Urban Company's purifiers without any court order backing the request. That dispute traced back to 2024, when Kent had alleged that Urban Company's purifiers used its patented reverse osmosis technology.

In a related case heard in May, Urban Company had agreed before the Delhi High Court to edit one of its own advertisements after Kent RO alleged it was disparaging, though the court did not order a full takedown at the time.

(The above story first appeared on LatestLY on Aug 23, 2026 06:44 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).