5 days ago
Delhi High Court Orders Razor Ad Removed After Gillette Challenge
The Delhi High Court told Bombay Shaving Co.
to remove a razor advertisement.
Gillette India said the advertisement was aimed at its products even though it did not use Gillette’s name.
The advertisement promoted a four-blade cartridge instead of popular three-blade razor handles.
It showed a court case involving an unnamed American company and called the rival brand “Uncle Razor.”
Bombay Shaving Co.
created a new version without the court scene and competitor references.
The company said it followed the court’s instructions, but Gillette did not approve the revised advertisement.
The court also told Gillette to first ask influencers and social-media companies to remove posts sharing the advertisement.
The companies had a separate advertising dispute that was settled through mediation in February 2026.
The Delhi High Court ordered Bombay Shaving Co. to remove its “Switch4” advertisement from official channels by Wednesday evening.
Gillette India argued that the campaign indirectly targeted its products and portrayed them as outdated or inferior.
The campaign promoted Bombay Shaving Co.’s four-blade cartridge as an alternative to popular three-blade razor handles.
Bombay Shaving Co. submitted a revised advertisement removing the court setting and competitor references, but Gillette did not accept it.
The court allowed Gillette to ask influencers and social-media intermediaries to remove related posts, while requiring it to approach them first.
- Who
- The Delhi High Court, Gillette India, and Bombay Shaving Company; Justice Jyoti Singh presided over the hearings.
- What
- The court ordered Bombay Shaving Company to remove its “Switch4” advertisement and allowed Gillette to seek removal of related influencer posts.
- Where
- The dispute was heard in the Delhi High Court, and the advertisement was ordered removed from Bombay Shaving Company’s official channels and related online posts.
- When
- The removal order was issued on Wednesday after hearings on Tuesday and Wednesday; the campaign was launched earlier in the month, with one report describing it as launched earlier in September.
- Why
- Gillette India argued that the campaign indirectly targeted its products and portrayed them as outdated or inferior.
Gillette India’s Position
Bombay Shaving Company’s Position
Whether the campaign targets Gillette
Gillette India’s Position
Gillette India says the advertisement targets its products despite not naming the company and portrays them as outdated or inferior.
Bombay Shaving Company’s Position
Bombay Shaving Company presents the campaign as a promotion of its four-blade cartridge and says consumers should have freedom of choice.
Limits of comparative advertising
Gillette India’s Position
Gillette’s lawyers argue that, because the company has a claimed 97% market share, an advertisement targeting a rival effectively targets Gillette.
Bombay Shaving Company’s Position
Bombay Shaving Company says it is entitled to advertise and maintains that its revised advertisement complied with the court’s directions.
Removal of online content
Gillette India’s Position
Gillette sought removal of follow-up social-media posts by influencers who shared or discussed the advertisement.
Bombay Shaving Company’s Position
The court did not immediately issue a blanket direction to intermediaries and instead told Gillette to approach them first.
Key facts
- Campaign
- “Switch4”
- Advertiser
- Bombay Shaving Company
- Challenger
- Gillette India
- Court deadline
- Remove the advertisement from official channels by Wednesday evening.
- Revised advertisement
- The revised version removed references to the court and other competitor-related material.
- Gillette market-share claim
- Gillette’s lawyers said the company has a 97% market share.
- Earlier dispute
- A separate 2024 razor-advertising case was settled through mediation in February 2026.
- Company financials
- Bombay Shaving Company reported ₹640 crore in FY26 revenue and ₹9 crore in losses, according to Tracxn.
Quotes
Justice Jyoti Singh
Delhi High Court judge hearing Gillette India's challenge
“You are entitled to advertise. Its your right, its his right. However that right must have some limitations”
livemint.com
“You write to them to take it down, and if they don’t, then you come back.”
livemint.com
Bombay Shaving Company spokesperson
Spokesperson for Bombay Shaving Company commenting on the campaign
“At the heart of Switch4 is a simple belief: consumers deserve the freedom to choose. We will continue to innovate, challenge the status quo and stand up for consumer choice, without compromise.”
livemint.com
Sources
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