Fena had earlier filed a case with the Monopolies and Restrictive Trade Practices Commission (MRTPC) against HLL alleging that the later has been indulging in unfair trade practices with respect to its claim that Wheel detergent powder and cake contains lime. Fena sought a ban on HLL's misleading advertisement under Section 36 B and 12 a of the MRTP Act.

Fena submitted results of laboratory tests showing that Wheel does not contain any lime and all it contains is the perfume or aroma.

Recently, HLL has given an undertaking to the MRTPC that it has changed the packaging, POP and advertisement of Wheel detergent cake and powder, removing the words "lemon power" and "with lemon" and the pictorial device of lemon drop. HLL further submitted the amended version of polybag, wrapper and story board of the Wheel advertisement with its affidavit.

Significantly, HLL submitted that it has substituted theword "with lemon" with "lemon perfume", "lemon power" with "cleaning power" and removed the "lemon drop" in the amended packaging material and audio-visual advertisements.

MRTPC also granted the right to Fena Ltd to revive the proceedings with it in case HLL again resorts to its misleading packaging, advertising material and TV commercial mentioning, "with lemon", "lemon power" or, pictorial depiction of lemon drop.

Earlier, Fena had approached the Advertising Standards Council of India (ASCI) with a smiliar plea regarding another set of products from HLL, namely, Vim Dishwash Bar and Vim Dishwash Cleaning Powder, alleging that the visual depiction of lemon juice and the related claim of lemon power is not true and misleading. ASCI subsequently upheld Fena's complaint.

Fena and HLL crossed swords over the former's innovative "think beyond nimbu" advertisement on Doordarshan. However, the producer of the serial with which the ad was associated decided to drop it. Fena felt some foul play wastaking place and decided to take HLL to MRTPC on the grounds that Wheel does not contain nimbu.