The Delhi High Court has allowed Gillette to approach social media intermediaries to seek removal of follow-up posts by influencers discussing Bombay Shaving Company's disputed advertisement. During the hearing, Gillette's counsel pointed to 'follow-up social media posts of other influencers who have discussed this ad' and sought directions for their removal. However, Justice Jyoti Singh did not immediately grant a blanket direction to social media intermediaries, instead instructing Gillette to first approach the concerned intermediaries directly. The judge told Gillette, 'You write to them to take it down, and if they don't, then you come back.' As per Business Standard, the court has recorded the takedown of the Bombay Shaving Company advertisement following these directives.
The Delhi High Court has rejected Bombay Shaving Company's proposed modifications to its Switch4 campaign advertisement following Gillette India's legal challenge. According to Business Standard, Justice Jyoti Singh told the company's counsel, 'Please don't even stand to defend this.' The court found the modifications inadequate, describing them as 'little cosmetic dressing' that did not address its concerns. Advocate Prithvi Singh, appearing for Bombay Shaving Company, informed the court that several alterations had been made, including deleting a frame referring to a legal notice and modifying the shape and appearance of the razor shown in the commercial. However, the court did not accept the proposed disclaimer as sufficient, with Justice Singh responding, 'I don't think so.'
During the hearing, Bombay Shaving Company's counsel told the court that the revised version completely abides by the undertakings given earlier, with references to the court and other material that had to be removed having been deleted. 'Whatever undertaking I gave yesterday, the ad completely abides by that. ... Reference to court has been removed,' BSC's counsel stated. Justice Singh had previously questioned the rationale behind using a courtroom setting to sell razors, stating 'I don't see any reason why anyone will be advertising in a court setting like this.' The judge expressed particular concerns about the advertisement's tone, saying 'I think it's outright mockery.'
The latest dispute centers around Bombay Shaving Company's Switch4 campaign featuring actor Gajraj Rao as a judge in a mock trial scenario. As reported by News24, the advertisement shows a spat between two parties, with one side representing 'English men' and the other represented by boys from Bombay Shaving Company. The campaign questions the conventional three-blade razor and cartridge model while promoting BSC's four-blade cartridge as an alternative for consumers who already own three-blade razor handles. Gillette alleged that BSC's latest advertising campaign for its Switch4 razor disparages Gillette's products, arguing that the advertisement was meant to convey that Gillette and its products were 'bad and outdated' rather than merely comparing products. The company argued that the Delhi High Court's Intellectual Property Division can hear a dispute involving disparagement of an identifiable product or brand, even where the case does not involve a conventional claim of trademark infringement or passing off.
The legal dispute involves two companies with significantly different financial profiles. Bombay Shaving Company, the Indian direct-to-consumer grooming brand, reported revenue of ₹640 crore in FY26, up 136% from a year earlier, while its losses fell 85% to ₹9 crore, according to market intelligence platform Tracxn. The decade-old company has raised multiple rounds from institutional and strategic investors, including Colgate-Palmolive (India), Sixth Sense Ventures, Fireside Ventures and Alteria Capital. In contrast, Gillette India, the listed Indian arm of the US company, reported revenue of ₹3,100 crore, up 8% year-on-year, and net profit of ₹654 crore, up 23%, in fiscal year 2026. The financial disparity between the companies adds context to the legal dispute, with Bombay Shaving Company representing a smaller but rapidly growing player in India's grooming market.
The matter will be taken up again following the court's latest directive. The court granted Bombay Shaving Company two weeks to file its reply to the main suit, following which Gillette can file its rejoinder. The matter is likely to be heard on November 6. This case comes against the backdrop of an earlier legal dispute involving Bombay Shaving Company's advertising, with Philips approaching the Delhi High Court over a BSC social media advertisement comparing its OmniBlade with Philips OneBlade in 2025. BSC later agreed to remove the reel. The court's questioning about repeated disputes between the companies suggests a pattern of legal challenges over advertising content, with Justice Singh observing that such disputes 'can't keep happening' every year. The latest case represents the second advertising dispute between the companies, following their earlier settlement in February 2026 after mediation. Justice Singh also expressed concerns about the manner of advertising, stating 'Even if there is humour, it should be good humour,' suggesting broader concerns about the tone and intent of such commercial communications.
