Legal · Commerce & Consumer Brands

HUL sues Beco over comparative ad campaign

By Startup Enthusiast · 20 August 2026

What they do

Beco makes sustainable home and personal care products like detergents and dishwash liquids

HUL filed a suit in Delhi HC alleging Beco's campaign disparages Surf Excel and Vim

The court did not restrain the ads; next hearing is on 21 August 2026

Hindustan Unilever Limited (HUL) filed a suit in the Delhi High Court against Beco over a comparative advertising campaign.
The campaign, called #WarOnWhatsHidden, was launched in mid-August 2026 across social media, outdoor hoardings, and influencer promotions.
The campaign claims that Surf Excel Matic Liquid contains BIT and LAS, and Vim Dishwash Gel contains LAS, linking them to skin irritation and allergic reactions.
HUL sought an interim injunction (a court order to stop the ads), alleging commercial disparagement, trademark infringement, and passing off.
Justice Anup Jairam Bhambhani issued a notice to Beco but did not restrain the ads; the next hearing is on 21 August 2026.
HUL's senior advocate Amit Sibal argued that Beco tested only ingredient presence, not finished product safety, calling the ads untrue, misleading, and disparaging.
Sibal noted that LAS is a common surfactant (a substance that reduces surface tension, used in detergents) used by many brands, not just Vim, and has a role beyond irritation.
Sibal also noted the campaign was launched on 14 August 2026 ahead of Beco's Independence Day sale, knowing HUL could not approach court on a national holiday.

HUL objected to Beco using Surf Excel's tagline 'Daag Achhe Hain' and Vim's tagline '100 nimbuon ki shakti'.
Beco cofounder Aditya Ruia said the brand will comply with the court order and is considering next steps with lawyers.
Ruia claimed on LinkedIn that marketing partners received calls to take down ads, alleging pressure from a larger advertiser.
Ruia said every claim was substantiated before going live, tested by NABL-accredited independent labs, and supported by WHO, OECD, and European Chemicals Agency literature.
Beco's press release stated that an independent NABL-accredited lab found BIT and LAS at >10% in Surf Excel and LAS at >8% in Vim Dishwash Gel.

Beco is a Mumbai-based D2C (direct-to-consumer) sustainable home and personal care brand.
Its products include tissue rolls, bamboo facial tissues, dishwashing liquid, toothbrushes, biodegradable garbage bags, laundry detergent, kitchen care, floor cleaners, and personal care items.
The company was founded in 2018 by Aditya Ruia, Anuj Ruia, and Akshay Varma.
Beco's parent company is Kwick Living (I) Private Limited.

Beco will comply with the court order and is considering next steps with lawyers.
The Delhi High Court has reserved its order on jurisdiction in the case.