HUL Withdraws Ads Mimicking Honasa Products Amid Legal Tensions
Hindustan Unilever Ltd (HUL) has agreed to pull down a set of comparative advertisements that were alleged to disparage products from Honasa Consumer Ltd, the parent company of skincare brand Mamaearth. The decision follows a legal dispute in the Delhi High Court, where Honasa claimed HUL had released promotional content that imitated the packaging of its products, creating misleading impressions among consumers.
According to court filings, Honasa accused HUL of producing video and print ads that not only resembled Mamaearth’s distinctive packaging but also unfairly positioned competing HUL brands—Dove and Glow & Lovely—as superior alternatives. The contested ads suggested scientific superiority over similar-looking products, which Honasa argued could mislead consumers into believing the ads were directly comparing HUL’s offerings to Mamaearth’s portfolio.
The Delhi High Court acknowledged the core of Honasa’s concerns and stated that advertisements creating false equivalence with rivals through design mimicry merit judicial review under trademark and advertising fairness laws. In response, HUL has voluntarily committed to withdrawing or modifying the advertisements in question, including digital videos and print placements, within a set timeframe.
While the court welcomed HUL’s move, it stopped short of issuing a permanent injunction. However, the case remains open, with further hearings scheduled later in the year. The court has clarified that HUL’s withdrawal of the content is without prejudice to its rights to defend the core messaging of the campaign.
This clash brings renewed attention to advertising ethics and packaging imitation within India’s fiercely competitive FMCG sector. As personal care brands increasingly rely on aggressive marketing strategies to capture consumer attention, the line between persuasive advertising and comparative disparagement continues to face legal scrutiny.
For FMCG industry players, the case underscores the importance of aligning promotional tactics with trademark protections and honest marketing standards. As regulatory oversight and brand rivalry intensify, especially in high-growth categories like skincare, the need for clear brand differentiation without overstepping legal boundaries is more critical than ever.