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Salt association drags startup Puro Wellness into court for its TV commercial

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ISMA has contended before the court that the said advertisement commercial is out and out false and baseless and creates a wrong impression in the minds of the consumers.
ISMA has contended before the court that the said advertisement commercial is out and out false and baseless and creates a wrong impression in the minds of the consumers.

AHMEDABAD: Former executive director of Torrent Pharma’s Ruchir Modi wellness start-up – Puro Wellness, has run into legal tussle with Indian Salt Manufacturers Association (ISMA). The association has filed a civil suit before the City Civil Court Ahmedabad against the disparaging advertisement of Puro Wellness’s PURO salt.

The salt association whose member includes Tata Chemicals, Aditya Birla Chemicals, Nirma Ltd and others, contention is that the start-up Puro Wellness’s salt brand that features Anil Kapoor endorsing the PURO salt denigrates and disparages the while salt.

As per the association, it has obtained an exparte ad interim injunction against the company from advertising and promoting their brand through the advertisement which denigrates and disparages the white salt available in the market.

According to them, the said television advertisement has baselessly questioned the purity and quality of white salt available in market and compared the white salt with bleach, further the advertisement conveys the message that the white salt is Manufactured in Chemical factory and is bleached by bleaching agents.

ISMA has contended before the court that the said advertisement commercial is out and out false and baseless and creates a wrong impression in the minds of the consumers who will feel that white salt isn’t good for health. Puro Wellness thus may have said that their pink salt is good for health but it cannot assert through advertisement that white salt in the market is bad and unhealthy.

The stay is operative against the Advertisement till 27th March 2018 from being relayed or telecasted on television. The Puro Wellness Ltd is yet to appear and defend its case in the court.



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