Indian Salt Manufacturers Association get an exparte ad interim injunction against Puro Salt

AHMEDABAD: The Indian Salt Manufacturers Association (ISMA) has obtained an exparte ad interim injunction against Puro Wellness Pvt Ltd from advertising and promoting their brand Puro Salt through an advertisement that denigrates and disparages the white salt available in the market. ISMA had filed a Civil suit before the City Civil Court Ahmedabad.

Puro salt is being endorsed by actor Anil Kapoor. The said advertisement has baselessly questioned the purity and quality of white salt available in market and compared white salt with bleach. Further, the advertisement conveys the message that the white salt is manufactured in chemical factory and is bleached by bleaching agents, the petition stated.

ISMA has contended before the court that the said advertisement commercial is false and baseless and creates a wrong impression in the minds of the consumers who will feel that white salt isn't good for health.


Jatin Trivedi, ISMA’s advocate stated while Puro Wellness may have said their pink salt is good for health, but cannot assert through advertisement that white salt in the market is bad and unhealthy.