The Delhi High Court has issued an interim order to stop Alpino Health Foods Private Limited from continuing its advertising campaign that disparages oats as a breakfast option. This ruling came as a response to a lawsuit filed by Marico Limited, known for its “Saffola Oats” brand, which commands a significant 45 percent market share by value.
Marico alleged that Alpino’s advertisements labeled the consumption of oats for breakfast as a “scam” and unfavorably compared it to “choona” (lime powder), actions they claimed undermined the perceived value and nutritional integrity of oats. Describing the campaign as “brazen and bizarre,” Marico sought legal recourse to prevent further damage to the oats category, which directly impacts its Saffola brand.
Justice Mini Pushkarna, presiding over the case, granted the injunction based on a preliminary assessment that Marico had a strong case that warranted protection against possible irreparable damage. “The defendant, its directors, and related parties are restrained from publishing or sharing any content that disparages oats, through any media including social platforms like Instagram, Facebook, Twitter, etc., or in any other manner,” stated Justice Pushkarna in her ex-parte decision.
The court’s directive extends to preventing Alpino from disseminating any part of the disputed advertisements or any similar communications that could further disparage oats as a food category. A summons has also been issued to Alpino to respond to the lawsuit, which points out that any campaign negatively targeting oats could significantly affect Marico’s business.
In its lawsuit, Marico argued that Alpino’s product, a breakfast cereal that contains 61 percent rolled oats among other ingredients, was misleadingly marketed as superior to other oats. Marico criticized Alpino’s approach, particularly its alleged misrepresentation of the nutritional value of oats and the use of derogatory comparisons in its marketing.
