NEW DELHI: India’s top consumer watchdog has introduced a ₹5 million fine for Jaquar and Co. Pvt. Ltd for posting misleading advertisements that claim a “rated life of 50,000 hours” for its 9W and 12W LED bulbs.
The Central Consumer Protection Authority (CCPA) reviewed in its regulation Mintsaid the company relied on test reports from a Chinese component maker without substantiating the claims about the finished product being sold in India.
It said Jaquar, a manufacturer of bathroom fittings, sanitary ware, wellness products and lighting solutions, prominently advertised a 50,000-hour lifespan on product packaging and on e-commerce platform, giving the impression that the assembled LED bulb will last that long under normal usage conditions.
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However, during the proceedings, the company admitted that the figure was not based on testing of a lamp assembled and marketed under its own brand. The number was based on reports issued to Chinese LED chip maker Jiangxi Changfang Semiconductor Technology Co Ltd on tests of how long its LED chip can maintain brightness under controlled conditions and the expected life of the LED chip.
Inquiries sent Monday to the Department of Consumer Affairs and Jaquar related to the CCPA decision remained unanswered as of press time.
The CCPA noted that the reports only covered LED chip components tested under controlled laboratory conditions in China and did not determine the lifetime, durability or performance of finished LED bulbs sold to India. consumers.
“Jaquar has not provided evidence of traceability linking the tested LED chips to the final products offered in the Indian market,” the CCPA said in its order.
Unsubstantiated claims
The national consumer watchdog emphasized that performance claims made in advertisements must be substantiated at the product level, not just at the component level. It also held that reliance on overseas test reports from a third-party Chinese supplier does not absolve manufacturers of their obligation under Indian consumer protection laws to provide true and non-misleading information at the point of sale.
The authority pointed out that no laboratory test reports were recognized Bureau of Indian Standards have been arranged to demonstrate compliance of the finished product with the mandatory Indian Standards regarding the safety and performance requirements of LED bulbs.
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While Jaquar argued that the “50,000 hours” figure was a technical estimate that related only to the LED chip and not a warranty promise, the CCPA held that the advertisement did not prominently disclose that limitation. From the perspective of the average consumer, the complaint could reasonably be understood to apply to the entire product, he said.
The regulator also noted that the claim continued to appear on certain e-commerce platforms even after the company said it had removed it from its packaging. The CCPA ordered Jaquar to immediately cease misleading advertisements, prominently post all information related to performance claims, and pay a fine of ₹5 lakh and submit compliance report within 15 days.
“This order sends a clear message that technical jargon cannot be used to deceive consumers. When a company prominently advertises ‘50,000 hours’ on a product, the average buyer will reasonably believe that the entire bulb will last that long,” said Ashim Sanyal, CEO of Consumer Voice, a consumer advocacy group. “We welcome the CCPA’s action because it reinforces the principle that performance claims must be transparent, substantiated at the product level, and presented in a way that the average consumer can understand.”
BIS standards
According to the order, Salil Kulshrestha and Girish Joshi appeared before the CCPA during a hearing presided over by Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra.
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The CCPA did not say whether this practice is common across the industry. In general, according to an industry executive, companies manufacturing or importing LED lighting products for sale in India are required to comply with BIS standards, which includes product-level testing at recognized laboratories in India and certification under a mandatory registration scheme.
Some Manufacturers can use overseas test data at the component level for internal design validation, and not to substantiate claims about finished products sold to consumers, the executive said.
