MUMBAI: The rivalry between India’s leading Ayurvedic brands entered the legal arena this week, as the Delhi High Court ordered Patanjali Ayurved to halt all advertisements disparaging Dabur’s chyawanprash. The directive reflects the judiciary’s increasing scrutiny of advertising claims in the high-stakes wellness sector.

The dispute began after Dabur, one of India’s oldest and most established names in Ayurvedic health, alleged that Patanjali’s recent campaigns not only targeted its flagship product, but also implied
that competitors use inferior or artificial ingredients—claims Dabur described as misleading and potentially damaging to consumer trust.

In its preliminary order, the court noted that while comparative advertising is allowed, it cannot cross into unfair or baseless disparagement. The judges observed that advertising should inform, not
mislead, and must avoid statements that unjustly tarnish the reputation of rival products.

The interim order requires Patanjali to suspend all negative advertisements against Dabur chyawanprash until further notice. The case will proceed for detailed examination of the ad content and
industry standards.

The legal intervention underscores the fierce marketing competition in India’s booming Ayurvedic and natural health market, where trust and authenticity are prized by both brands and consumers. Industry experts say the ruling sends a clear signal to marketers: fair play remains essential in the fight for health-conscious buyers.

The matter is scheduled for further hearing in the coming weeks, when the court will assess the factual basis of Patanjali’s claims and address the broader issue of responsible advertising in the wellness
sector. For now, both companies—and the wider industry—are watching closely, aware that the outcome could set the tone for brand battles in India’s fast-growing consumer market.

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