A new legal confrontation has emerged in India’s cement industry, with Adani-owned Ambuja Cements filing a trademark infringement lawsuit against JSW Cement. The dispute revolves around the use of the word “Kavach”, which Ambuja claims is its exclusive brand identity, allegedly copied by JSW through the launch of its “Jal Kavach” line.
The case came up before the Delhi High Court, presided over by Justice Manmeet Pritam Singh Arora. The court issued summons to JSW Cement and its subsidiary JSW IP Holdings Pvt. Ltd., directing them to respond to Ambuja’s claims. In line with the court’s push for alternative dispute resolution, the matter has been referred to mediation. If negotiations fail, the case will return to court on October 15, 2025 for detailed hearings.
The mediation step is crucial, as Indian courts have increasingly encouraged settlements in trademark disputes to avoid years-long litigation. However, given the strategic importance of the “Kavach” brand to Ambuja, industry observers believe the case could still escalate if no compromise is reached.
Ambuja’s Position and Claims
Ambuja Cements, which became part of the Adani Group in 2022, asserts that it holds exclusive rights over the “Ambuja Kawach” trademark, registered in 2019. The brand was commercially launched in 2020 as a water-repellent cement, marketed for protection against dampness, seepage, and moisture-related deterioration.
According to Ambuja, the product has already gained significant visibility across 17 Indian states, supported by a marketing push that emphasizes durability and eco-friendly properties, including claims of a reduced carbon footprint per bag compared to standard cement.
In its lawsuit, Ambuja is seeking:
- A permanent injunction restraining JSW from using “Jal Kavach” or any deceptively similar mark.
- Withdrawal of JSW’s trademark application, filed in May 2025, for “Jal Kavach.”
- Monetary damages, citing consumer confusion and dilution of brand equity.
Ambuja argues that “Kavach,” meaning “shield,” is the distinctive core of its brand identity, and that JSW’s mere addition of “Jal” (water) does not create adequate distinction. The company also alleges that JSW’s branding, packaging design, and marketing narratives mirror Ambuja’s communication strategy, potentially misleading buyers at retail counters.
JSW Cement’s Launch of ‘Jal Kavach’
JSW Cement, part of the Sajjan Jindal-led JSW Group, entered the specialized water-repellent cement category in mid-2025 with the launch of “Jal Kavach” and “Waterguard.” Both products were pitched as “Moisture Warrior” solutions, developed using what the company described as Turbo Gel Technology.
The products have been introduced primarily in eastern states such as West Bengal and Bihar, where heavy rainfall and groundwater seepage are persistent construction challenges. Target applications include basements, rooftops, bathrooms, and water-prone structures.
JSW’s trademark application for “Jal Kavach” in May 2025 became the immediate trigger for Ambuja’s lawsuit. While JSW has not yet filed a detailed response in court, legal experts expect the company to argue that “Jal Kavach” has sufficient differentiation, both in terminology and in its technology-focused positioning.
Rising Premium Cement Battle
The lawsuit comes against the backdrop of intense competition in India’s cement industry, the second largest in the world with an installed capacity of around 668 million tonnes annually.
Ambuja is currently positioned as the second-largest cement producer in India, with strong presence in housing and infrastructure segments. Company disclosures suggest that nearly 30% of cement used in residential projects in its core markets is Ambuja branded.
JSW Cement, while smaller in scale with an estimated 5–6% market share, is pursuing rapid expansion. The company recently raised ₹3,600 crore through an IPO, earmarking funds to increase its production capacity from 21 million tonnes to 60 million tonnes annually in the next few years.
Both firms are aggressively targeting the premium cement category—waterproof, eco-friendly, and specialty mixes, which is projected to grow at a CAGR of 9–10%, faster than the overall cement industry growth of 6–7%.
Intellectual property disputes are becoming more frequent in this segment, as companies attempt to create differentiated identities in an otherwise commodity-heavy sector.
Both firms are competing for a slice of the premium cement category, which is expected to grow faster than the overall sector, driven by demand for water-resistant and eco-friendly products.
The Delhi High Court’s referral to mediation suggests an attempt to resolve the matter without prolonged litigation. However, if talks fail, the October hearing could see the case intensify, with potential implications for branding practices in the cement industry.
For now, the outcome remains uncertain. But the case has already highlighted how intellectual property disputes are shaping competition in India’s booming construction materials market.
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