Eureka Forbes takes Pentair to court over print ad

By , agencyfaqs! | In Advertising | March 07, 2006
The bone of contention is an advertisement of Pentair Water that appeared in the 'Bangalore Times' on February 13, 2006

Water purifier brand & #BANNER1 & # Eureka Forbes, which is a part of the Shapoorji Pallonji Group, has filed a suit against Pentair Water at the Bangalore City Civil and Sessions Court.

The suit has been filed in response to a Pentair ad published in the 'Bangalore Times' on February 13, 2006. The advertisement said that water contains contaminants that are invisible to the naked eye and also to the UV water purifier.

According to Eureka Forbes' spokesperson, the advertisement is misleading and has an adverse effect on the Eureka Forbes products. The spokesperson says, "We forayed into the market when knowledge of water purification in India was still in its nascent phase. We have established credibility in the market through painstaking effort and earned goodwill through direct marketing initiatives."

He adds, "There are several technologies to purify water. And when a new player starts discouraging other technologies, it is not acceptable to us. Eureka Forbes also has RO (reverse osmosis) products and we believe in a policy of co-existence and we expect the same from other players."

The Eureka Forbes spokesperson reveals that Aquaguard has been tested and certified by reputed laboratories and institutions across the world, including the Indian Medical Association.

As for the other side of the story, a spokesperson from Pentair Water says, "In the ad, we haven't mentioned the brand, Eureka Forbes. If they think that UV means just Eureka Forbes, then it's not justified."

The Pentair spokesperson adds, "It's a simple fact that one is stating. There are three types of water contaminants - suspended solids, microbiological impurities and chemical pesticides. UV technology merely deactivates the contaminants, whereas RO strains it out. We are just communicating to the consumers about choosing the right technology."

The court has restrained Pentair Water from publishing, advertising and issuing any disparaging statement about UV water purifiers. The court has ordered the next hearing on March 21, but according to Eureka Forbes' legal advisor, the company is trying to expedite the date of the hearing.

In a similar incident in Goa, in November 2005, Pentair Water was restrained from publishing an advertisement which compared UV technology with RO products.

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