Policy

Kent to withdraw ads disparaging Urban Company

By Startup Enthusiast · 24 August 2026

What they do

Urban Company runs a marketplace for home services like cleaning and repairs

Kent RO Systems agreed in court to pull ads that called Urban Company's Native water purifier claims false

The judge told Kent to advertise its own product and not denigrate a rival's

Kent RO Systems agreed in the Delhi High Court to withdraw advertisements that disparaged Urban Company's Native water purifiers.
Justice Anup Jairam Bhambhani recorded Kent's undertaking after finding Urban Company had a prima facie case for an ad interim injunction.
Kent was ordered to take down the ads within 15 days of August 12, 2026 and not run similar ones.
Urban Company had filed a defamation and disparagement suit against Kent on August 11, 2026.
Kent's ads had called Native's two-year filter life and no-servicing claim completely false, a marketing gimmick, fake, impossible, risky and seriously injurious to health.
One Kent ad suggested a user of such a purifier would only consume impurities.
The judge told Kent: 'You advertise your product, don't denigrate their product'.
The judge questioned the breadth of Kent's claims and the absence of technical qualifications from the ads.

In January 2024, the same court had stayed an ASCI order asking Kent to withdraw its tagline 'Kent deta hai sabse shudh paani'.
ASCI had found that tagline unsupported by verifiable comparative data after a complaint by TTK Prestige.
Justice Prathiba M Singh stayed that ASCI order, holding that advertising is commercial speech under Article 19(1)(a).
Urban Company shares rose over 5% on August 24, 2026 after Kent agreed to pull the ads.

Urban Company offers home services including InstaHelp (44-minute delivery), women's salon and spa, men's salon and massage, cleaning and pest control, wall panels, home painting, AC and appliance repair, electrician, plumber, carpenter, Native water purifier, and Native smart locks.
It claims a 4.8 service rating and over 12 million customers globally as of December 31, 2024.
The company was formerly known as UrbanClap Technologies India Limited and UrbanClap Technologies India Private Limited.
Its CIN is L74140DL2014PLC274413.
Urban Company launched Native in October 2023 with a proposition of no servicing for two years.
In August 2026, it launched Native M3 at Rs 22,199 and M3 Pro at Rs 25,199 with three-year filters and an unconditional three-year warranty.
Co-founder and CEO Abhiraj Singh Bhal said on the July earnings call: 'Consumer durable is supposed to remain durable'.
UBS says Urban Company's competitive advantage stems from its full-stack model with responsibility for service quality, training and standardisation.