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Ambuja Cements Drags JSW Cement to Court Over ‘Kawach’ Brand

2025-09-18

Ambuja Cements, part of the Adani Group, has filed a trademark infringement case against JSW Cement in the Delhi High Court, alleging that its rival copied the ‘Kawach’ brand with its new product ‘Jal Kavach’.

Justice Manmeet Pritam Singh Arora issued summons to JSW Cement and its subsidiary, JSW IP Holdings Pvt Ltd, while referring the matter to mediation. Hearings are scheduled to resume on October 15 if no settlement is reached.

Ambuja, which registered the ‘Kawach’ trademark in 2019, argues that the term ‘Kavach’—meaning shield—is the distinctive feature of its branding. It contends that JSW’s prefix ‘Jal’ creates phonetic and conceptual similarities likely to confuse consumers. The lawsuit also accuses JSW of mimicking Ambuja’s packaging, colour schemes, and use of descriptive claims around water resistance and durability.

Ambuja Kawach, launched in 2020, is marketed as an eco-friendly, water-repellent cement and is available across 17 states. JSW Cement entered the same segment in mid-2025 with its ‘Jal Kavach’ and ‘Waterguard’ lines, promoted as moisture-resistant solutions for basements and roofs.

The case underscores intensifying competition in India’s Rs 60,000 crore cement industry, where premium, water-repellent products are emerging as a key growth driver.

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