Ahmdedabad: Indian Salt Manufacturers Association(ISMA), a registered trust comprising of leading Salt producers of India as it’s members, has filed a Civil suit before the City Civil Court Ahmedabad against Puro Wellness Pvt LTD and have 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.

ISMA has taken action against the Puro Wellness Pvt Ltd. against the disparaging advertisement of PURO salt which features Cinestar Anil Kapoor endorsing the brand.

ISMA statement says: the said 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.

“The law established in terms of disparaging and comparative advertisements in India by various judicial pronouncements clearly show that a trader can self puff or say that it’s product is good but cannot further say that the product of rival is bad or unhealthy”, said Jatin Trivedi, Advocate who appeared on behalf of ISMA. ‘Puro Wellness this may have said that their pink salt is good for health but it cannot assertions through advertisement that white salt in the market is bad and unhealthy’, he added.

DeshGujarat