Court directs removal of ads
The Delhi High Court has ordered Kent RO Systems to take down advertisements and social media content that disparaged Urban Company's Native water purifiers, following a defamation and product-disparagement suit filed by Urban Company. The order, passed on August 12, directed Kent RO to remove the contested content within 15 days, as reported by multiple outlets including The Times of India and Moneycontrol.
Urban Company filed the suit on August 11, alleging that Kent RO's advertising campaign, run through various influencers, targeted the two-year filter life and two-year service life features of its Native M0, M1, M2, M1 Pro, and M2 Pro water purifiers. According to Urban Company's regulatory filing, the advertisements described these features as a "marketing gimmick" and claimed that using the purifiers was "unsafe" and "risky" for consumers.
During a hearing on August 12, Kent RO informed the court that it would withdraw the advertisements that were the subject of the lawsuit. The company also undertook not to run any other promotional content making similar or identical claims about water purifiers offering a two-year filter life or a two-year no-servicing feature that would disparage Urban Company.
Justice A J Bhambhani recorded Kent RO's submission in the August 12 order, as noted by The Times of India. The court directed that the advertisements and social media content be removed within 15 days from August 12. Although the order was passed on the day of the hearing, it was published on the court's website on August 22, according to several reports.
No ruling on the merits
The Times of India reported that the court's order records Kent RO's undertaking but does not rule on whether Urban Company's two-year claim is correct or on the underlying allegations. Kent RO has been given 30 days to file its written statement, and the matter is listed for completion of pleadings on November 17.
Kent RO's agreement to withdraw the ads was reported by Lokmat Times, Moneycontrol, NewsBytes, Outlook Business, and Times Now, with several outlets noting that the company explicitly promised not to publish similar disparaging claims in the future.
Broader legal dispute
The advertising dispute is part of a wider legal battle between the two companies. Other matters remain sub judice, including a patent infringement suit filed by Kent RO against Urban Company, a counterclaim by Urban Company challenging Kent RO's patent, and a separate tortious interference suit filed by Urban Company against Kent RO, as reported by Moneycontrol and Outlook Business.
The Times of India added context on the history of the disputes: in May, Kent accused three Urban Company advertisements of disparaging its purifiers. Urban Company subsequently undertook not to publish one advertisement in its existing form and agreed to modify scenes to which Kent had objected; that case remains pending. Additionally, Kent filed a patent-infringement suit in 2024, and Urban Company has challenged the patent through a counterclaim. Urban Company sued Kent after its Native purifiers were removed from e-commerce platforms, and in January 2025 it told the court that communications allegedly sent on Kent's behalf had led to the delisting and caused losses.
Market reaction
Urban Company's shares closed 8.19 per cent higher at Rs 157.41 on Friday, according to Lokmat Times and Moneycontrol. The stock has gained nearly 20 per cent so far this year, though it has delivered a negative return of around 6 per cent over the past 12 months.
Investor meetings
Separately, Urban Company scheduled virtual one-on-one meetings with Geojit Financial Services on August 24, 2026, and Think Investments on August 26, 2026, as reported by scanx.trade. The disclosure was made under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, and was signed by Sonali Singh, Company Secretary and Compliance Officer, dated August 21, 2026.