Delhi HC casts doubt on jurisdiction in HUL-Beco ad row

The Delhi High Court on Friday questioned whether it has territorial jurisdiction to hear Hindustan Unilever Ltd’s plea against home-care brand Beco over advertisements that claim HUL’s Surf Excel and Vim products contain chemicals that can cause skin irritation and allergies.

“Jurisdiction comes first… Delhi High Court cannot be the only IPR court of the country,” Justice Anup Jairam Bhambhani said during arguments. An IPR court handles disputes over patents, trademarks, copyrights, and designs.

The question arose when Beco’s senior counsel argued that HUL’s principal place of business and the identified physical advertisement are in Mumbai. The court also questioned whether the mere availability of Beco’s social media posts and website in Delhi can give rise to a cause of action there.

The judge suggested HUL could withdraw the plea and approach the Bombay High Court. “If you want to put paid to this argument on jurisdiction, withdraw it, go to Bombay,” Bhambhani said.

Beco’s counsel argued that HUL must show that Beco specifically targeted Delhi through its online activities for the court to claim jurisdiction. “Not the availability, not that my advertisement is seen. I am specifically targeting Delhi consumers to look at this ad and be informed by it is what they would have to plead and show,” the counsel said.

The matter will be heard for final arguments on Monday. Email queries sent to HUL and Beco were not answered till presstime.

Beco named HUL’s Surf Excel and Vim Dishwash Gel in its #WarOnWhatsHidden campaign, asking consumers about ingredients in products they use daily. The campaign features out-of-home hoardings and video commercials stating the products contain benzisothiazolinone (BIT) and linear alkylbenzene sulfonate (LAS). Beco says its own laundry and dishwash products are formulated without BIT and LAS.

Founded in 2019 by Aditya Ruia, Akshay Varma, and Anuj Ruia, Beco has investors including Tanglin Venture Partners, Titan Capital Winners Fund, Asian Paints promoter Manish Choksi, Rukam Capital, and Synergy Capital. It focuses on sustainable alternatives to single-use plastics in homecare and personal care segments.

Market research firm NIQ reported that Beco’s volume grew 609% in 2025. The company reported revenue of ₹111 crore in FY25 with a ₹21.7 crore loss, according to Tracxn.

For HUL, a Unilever subsidiary, the legal uncertainty adds a layer of risk to its brand defense strategy. Unilever’s Alpha Score on AlphaScala stands at 59/100, labeled Moderate, reflecting a balanced risk profile in the consumer staples sector. The next hearing Monday will determine whether the case proceeds in Delhi or shifts to Mumbai.