Legal · Commerce & Consumer Brands

Delhi High Court orders BSC to withdraw Switch4 ad

By Startup Enthusiast · 17 September 2026

What they do

Bombay Shaving Company makes razors and other grooming products for men

Delhi High Court directed BSC to withdraw its Switch4 advertisement after Gillette sued for disparagement

This is the second such dispute between the two companies in two years, with the earlier one settled in February 2026

Gillette India filed a suit in the Delhi High Court alleging that Bombay Shaving Company's Switch4 campaign disparages Gillette products.
The Switch4 campaign promotes a four-blade cartridge that fits on existing three-blade razor handles.
The court initially gave BSC one day to revise the advertisement or face an order.
On September 16, the court directed BSC to withdraw the disputed advertisement outright.
The court rejected proposed changes and a disclaimer, calling them 'little cosmetic dressing' that did not address concerns.
Justice Jyoti Singh said the advertisement amounted to 'outright mockery' of the court because it used a courtroom setting.
BSC agreed to remove the ad from its official platforms and other channels under its control.
The court cautioned BSC against republishing the ad in its existing form, saying 'One more time it goes up, you will be out'.

This is the second legal dispute between BSC and Gillette in two years; the earlier one over the Sensi Smart 3 razor campaign was settled in February 2026.
In the 2024 case, the court restrained BSC from releasing similar fresh advertisements while the matter was pending.
The court questioned why similar disputes keep coming before it, asking 'What pleasure are you getting out of doing this?'
Gillette also raised concerns about copies of the original advertisement circulating through social media and influencers outside BSC's control.
A similar case involved Beco, a startup that targeted Hindustan Unilever's products; the court ruled in HUL's favour and ordered Beco to take down its ads.

Bombay Shaving Company makes razors, shaving creams, and other men's grooming products.
The Switch4 campaign promotes a four-blade cartridge that fits on existing three-blade razor handles.
The campaign features actor Gajraj Rao and pitches the product as an upgrade without replacing the handle.
BSC highlights the price difference between its product and comparable products in the Switch4 campaign.
BSC founder Shantanu Deshpande says the company stands for consumer choice and innovation.

BSC agreed to provide Gillette with a proposal for a revised advertisement later that evening.
The matter is to be taken up again on Thursday morning (September 17).
The court allowed Gillette to approach platforms directly for removal of circulating copies of the original ad.