Shares of Urban Company gained more than 6% on August 24 after rival Kent RO Systems agreed to withdraw advertisements and social media content targeting claims made by Urban Company’s Native water purifier range.
The dispute has moved into the legal space, with Urban Company filing a defamation and product-disparagement suit against Kent RO in the Delhi High Court on August 11, 2026. The company alleged that Kent’s advertising campaign contained false and misleading claims about its Native water purifiers.
At the centre of the disagreement is Urban Company’s claim that its Native M0, M1, M2, M1 Pro and M2 Pro water purifiers offer a two-year filter life and a two-year service-free feature.
Urban Company alleged that Kent’s campaign, which ran through advertisements and influencer-led social media content, described these features as a “marketing gimmick” and suggested that using the Native purifiers could be “unsafe” and “risky” for consumers.
Urban Company’s own product pages currently promote a two-year filter life for its Native range. The company says the claim has been tested by IAPMO for 12,000 litres under specified water-quality conditions.
The matter was heard by the Delhi High Court on August 12. During the proceedings, Kent agreed to take down the advertisements and social media content that were the subject of the dispute.
The court directed that the content be removed within 15 days of August 12. Kent also undertook not to run further promotional material making the same or similar claims if such advertising disparaged Urban Company’s products. The development provides a temporary resolution to the advertising dispute, although the broader legal proceedings between the two companies remain relevant.
The development was followed by a rise in Urban Company’s stock on August 24. The shares gained over 6% during trading, with reports attributing the movement to Kent’s decision to withdraw the disputed advertisements.
Also read: Urban Company Sues Kent RO Over ‘Misleading’ Ads Targeting Its Native Water Purifiers
FAQs
1. Why did Urban Company and Kent RO come into conflict?
The dispute arose over Kent RO’s advertisements and social media content questioning Urban Company’s claims about the two-year filter life and service-free period of its Native water purifiers.
2. What did Urban Company allege against Kent RO?
Urban Company alleged that Kent’s campaign made false and misleading claims about its Native water purifiers and amounted to product disparagement.
3. What did Kent RO agree to do?
Kent agreed to remove the advertisements and social media content at the centre of the dispute and not publish similar material that disparages Urban Company’s products.
4. Why did Urban Company shares rise?
Urban Company shares rose after the development involving Kent’s decision to pull down the disputed advertising content.
5. What is Urban Company’s Native purifier claim?
Urban Company promotes its Native water purifiers with a two-year filter-life and service-free proposition, subject to specified conditions.
