Reckitt & Colman of India Ltd v Kiwi T.T.K. Ltd (Delhi High Court, 1996) applied a set of principles on…

The principles allow a tradesman to declare his goods the best, or better than a rival's, even untruthfully, and to compare their advantages. But "He, however, cannot while saying his goods are better than his competitors', say that his competitors' goods are bad", since that slanders the rival's goods. Puffing one's own goods is allowed; running down the rival's goods is not.