Aditya Ruia, co-founder, Beco, took to LinkedIn to share his point of view on the current court proceedings the brand is engaged in.

HUL approached the Delhi High Court over Beco’s #WarOnWhatsHidden comparative advertising campaign, which featured HUL’s Surf Excel Matic Liquid and Vim Dishwash Gel. After Beco claimed that the dispute had no connection with Delhi, Ruia issued a statement on LinkedIn. 

He stated that the past 12 days have been daunting, but courage is not the absence of fear, but the judgement that something else is more important than fear.

He continued, "We started the war because we believe consumers deserve to know what they bring into their homes, every time and every day. Ingredient transparency and awareness should not be just a marketing strategy, it should be the standard every brand in this category is held to. Why not? Yesterday, the Delhi High Court raised important questions about jurisdiction in the case HUL has brought against us. The court has not yet considered the merits of the case, or HUL's request for an interim injunction. We respect the legal process, and we'll let it run its course. We didn't start this to pick a fight. We started it because we felt someone needed to ask the question. A few weeks like this doesn't shake that belief; if anything, it confirms why the question needed asking. For us, and for every consumer. What hasn't changed, what won't change, is our belief that this category can do better. 5 years from now, it will be strange if this entire category only rests on anything besides ingredients and science. Consumers deserve better, and that will be the end of the #WarOnWhatsHidden."