MAM
Livpure Clears the Confusion with Its No-Fine-Print Water Revolution
MUMBAI: In a world where fine print often muddies the water, Livpure is making a splash with honesty. The trusted water purifier brand has launched its latest digital campaign, “No Hidden Terms, Just Pure Water”, holding a mirror to the category’s often confusing claims and restoring clarity where it’s long been missing.
The campaign, launched alongside Livpure’s Lotier AIoT purifier, takes a witty and relatable approach to expose how “terms and conditions apply” have become the modern-day trap for consumers seeking clean water and clean deals. Using a slice-of-life narrative peppered with humour, the film captures the everyday frustration of families caught off guard by fine print promises and contrasts it with Livpure’s commitment to transparency.
At the centre of this promise is the Lotier AIoT purifier, offering 2.5 years of genuinely maintenance-free use. That’s not marketing spin, the plan covers filters, RO membranes, and maintenance, with no hidden exceptions. For Indian households dealing with high TDS, hard water, and unpredictable supply, the offering stands out as refreshingly straightforward.
Livpure chief marketing officer Nitin Malhotra explained, “Indian consumers today are far more aware and expect honesty over hype. Too often, brands use jargon, complicated terms and fine print, leaving people unsure of what they’re truly getting. With this campaign, we wanted to start a conversation not about technology alone, but about trust. Innovation, for us, must come with transparency, empathy, and accountability.”
Through its conversational tone and humour, the DVC not only entertains but educates asking consumers to look beyond glossy promises and question what’s in the details. The campaign extends Livpure’s larger mission of democratising access to safe and pure water for every Indian household, while reinforcing the brand’s philosophy of “Crafted for your Wellbeing.”
Last year, Livpure launched India’s largest range of maintenance-free purifiers, redefining convenience for urban and semi-urban families alike. Now, with this new campaign, it’s moving the conversation from transactional sales to a more transparent and values-driven dialogue, one that puts consumer trust at the core.
By cutting through jargon and keeping its promises clean, Livpure isn’t just filtering water, it’s filtering out confusion. And in a market full of complicated clauses, that might just be the purest thing of all.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
