Swach joins battle against Pureit

Mumbai : Mumbai 27 Aug 11 | 12:23 AM:Hindustan Unilever (HUL) and Eureka Forbes have fought pitched battles, including court cases, over the years to carve out a bigger share of the Rs 300-crore water storage market in India. But now, a new battlefront has opened up in the category — between Tata Chemicals and HUL.

One year ago, HUL had circulated a leaflet comparing its own water purifier brand Pureit with Tata Chemicals' Swach and even carrying pictures of the two products with a tick mark against Pureit and a cross mark against Swach products. Following a complaint filed by Tata Chemicals, the Advertising Standards Council of India (ASCI) asked HUL to withdraw the leaflets.

While a HUL spokesperson said the leaflets were withdrawn, Tata Chemicals said the pamphlets were still in circulation. “This is a smear campaign against the brand," officials said. ASCI officials declined to comment on the issue.