Policy · Commerce & Consumer Brands

Delhi High Court restrains Beco's comparative ad campaign

By Startup Enthusiast · 7 September 2026

What they do

Beco makes eco-friendly detergents and cleaners with natural ingredients

HUL sued Beco for comparing its products with Surf Excel and Vim in a campaign

The court ruled the campaign crossed permissible comparative advertising boundaries

Beco launched the #WarOnWhatsHidden campaign in August 2026, comparing its laundry detergent with Surf Excel and dishwashing liquid with Vim.
The campaign highlighted the presence of LAS and BIT in Surf Excel and Vim, positioning Beco as an alternative without those ingredients.
Hindustan Unilever Limited (HUL) sued Kwick Living (I) Private Limited (Beco's parent) in the Delhi High Court, alleging commercial disparagement, trademark infringement, and passing off.
On September 10, 2026, the Delhi High Court granted interim relief to HUL, restraining Beco from running the campaign.
The court directed Beco to pull down, remove, and recall the disputed advertisements from all formats and media within one week.
The court held that the overall impression of the campaign was that using HUL products would cause skin irritation, itching, and eczema, which is prima facie beyond permissible comparative advertising.
The court said comparative advertising can place a rival unfavourably but crosses the line when the overall message is false, misleading, or deceptive.
The court found Beco prima facie failed to establish the truth of the campaign's overall message, but did not decide competing scientific claims, leaving them for trial with expert evidence.

The case highlights the boundaries of comparative advertising in India.
HUL MD and CEO Priya Nair said HUL products are completely safe and meet BIS standards, but declined to discuss the dispute in detail as the matter is sub judice.
Beco co-founder Aditya Ruia said the campaign started a conversation about ingredient transparency, which is a win for consumers and the industry.
Ruia said Beco intends to continue raising the issue within the guardrails laid down by the court and is considering next legal steps with lawyers.

Beco is a sustainable consumer products brand that sells eco-friendly home and personal care products.
Its product categories include laundry detergent, kitchen care, floor cleaners, Beco Max, bamboo tissues, and personal care.
Beco products claim natural ingredients, plant-based formulation, pet safe, baby safe, and hypoallergenic properties.
The parent company of Beco is Kwick Living (I) Private Limited.

Beco is considering next legal steps with its lawyers.
Beco intends to continue raising the issue of ingredient transparency within the guardrails laid down by the court.