MAM
Delhi HC says it can’t decide shampoo quality as stated in ads
NEW DELHI: A Delhi court has sent a message to petitioners that it would turn into a lab if it starts entertaining all claims made in media adverts by companies about their products.
Dismissing a series of suits filed by Proctor & Gamble Home Products Private Limited (P&G) and Hindustan Unilever Limited (HUL) against each other’s shampoo advertisements that they claimed were disparaging in nature and hurting their reputations, the Delhi HC said it “can’t decide shampoo quality.”
A news report in The Hindu newspaper stated last week the court would become a laboratory if it began investigating the correctness of the claims made by the firms.
The report quoted Justice Rajiv Sahai Endlaw as saying: “Neither are the courts equipped for such a probe, nor is that the role of the courts. If the court commences investigating the correctness of the claims, the courts would be converted into labs determining the comparative merits of rival products.”
The Hindu report said P&G had contended that HUL, in a TV ad for its shampoo sachet, had disparaged its goods as being ineffective, compared to its own products — though without naming any P&G product. HUL retaliated with a cross suit against a series of P&G ads, which allegedly showed the superior dandruff effectiveness of its product in comparison to sachets with blue and dark blue curves — typical of HUL’s product.
The high court, however, said there was nothing disparaging about the ads and was quoted in the media report as saying,“It was held that if a product is good, adverse advertising may temporarily damage its market acceptability, but certainly not in the long run. The result of a lab test, relied on in the ads to claim their own products to be superior, are in my opinion not treated by the ordinary consumer as authoritative.”
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Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
