Urban Company has filed a defamation and disparagement suit against Kent RO Systems before the Delhi High Court alleging that the latter ran advertisements and social media content which had made false and misleading claims about its Native water purifiers.

In a regulatory filing on Sunday, Urban Company said Kent RO had launched a “concerted advertising campaign” featuring advertisements and social media content through various influencers, based on what it called false and misleading claims regarding the two-year filter life and two-year service life offered by its Native M1, M2, M1 Pro and M2 Pro water purifiers.

According to the filing, Kent RO’s advertisements described the above-mentioned features of Native water purifiers a “marketing gimmick” and said using Native water purifiers was “unsafe” and “risky” for consumers.

Urban Company said it filed the suit before the Delhi High Court on August 11, alleging that the advertisements disparaged the company and its product.

The matter was heard by the court on August 12, said the company.

Following the hearing, Kent RO made a submission before the court that it would pull down the advertisements and won’t run any other advertisement or promotional content making the same or similar claims regarding water purifiers offering a two-year filter life or two-year no-servicing feature that would be disparaging of Urban Company, the filing said.

Kent RO has been asked to pull down the advertisements and social media content within 15 days from August 12. Urban Company said the court passed the order on August 12, while it was uploaded on the court’s website on August 22.

The company also said other legal matters between it and Kent RO remain sub-judice, including a patent infringement suit filed by Kent RO, a counterclaim by Urban Company against Kent RO’s patent, and a suit for tortious interference filed by Urban Company against Kent RO.