Delhi High Court Stops Alpino Ads for Disparaging Oats Category

The Delhi High Court has issued a temporary injunction against Alpino Health Foods, which is backed by actress Shilpa Shetty, prohibiting the company from airing or circulating advertisements that allegedly disparage oats as a food category. The decision comes after Marico Limited, the brand behind Saffola oats, filed a legal suit claiming that Alpino’s ad campaign falsely portrays oats as unappetizing and unfit for human consumption.

The lawsuit brought forward by Marico asserts that Alpino’s promotional content, which includes an audio-visual advertisement and several social media posts, negatively targets oats as a whole. According to Marico, the ads portray oats as "bad, inedible, disgusting," and unsuitable for people to eat. This depiction, the company argued, could mislead consumers and cause significant damage to the oat market, where Saffola holds a leading position.

In response to these allegations, the Delhi High Court granted an ad-interim injunction, temporarily restraining Alpino from continuing to publish or broadcast any material that disparages oats as a category of food. Justice Mini Pushkarna issued this order after hearing arguments from Marico’s legal team, which emphasized the potential harm the advertisements could inflict on consumer perceptions and the oats market in general.

Marico Limited’s legal representation was led by Chander M Lall, a Senior Advocate, alongside a team from Khaitan & Co. The legal team, spearheaded by Partner Ankur Sangal, included members Pragya Mishra (Principal Associate), Raghu Vinayak Sinha (Senior Associate), Kiratraj Sadana (Associate), and Shaurya Pandey (Associate). They collectively argued that Alpino’s campaign amounted to generic disparagement, which unfairly undermines consumer confidence in oats as a healthy and palatable food option.

The court’s decision to bar Alpino’s advertisements is set to remain in effect until the case is revisited on March 19, 2025. The order serves as a significant win for Marico, reinforcing the importance of truthful and non-misleading advertising practices in the competitive food industry.

Marico, a company with a strong presence in the health and wellness segment, has built Saffola oats into a trusted household brand, promoting them as a nutritious and tasty option for health-conscious consumers. The dispute with Alpino underscores the growing competition in the healthy food market and highlights how brands are increasingly turning to legal avenues to protect their reputations and market shares.

Meanwhile, Alpino, known for promoting healthier food alternatives, including nut butters and protein-rich products, will need to defend the claims made in its advertisements in the upcoming hearings. The outcome of this case could set a precedent for how brands market their products without unfairly targeting competing food categories.

The legal battle is being closely watched by industry insiders and consumers alike, as it underscores the impact of advertising on consumer choices and brand positioning. With oats being a staple in many diets, how this case unfolds could influence the marketing strategies of food brands across the board.