The high-stakes corporate defamation suit was formally launched by the Gujarat Cooperative Milk Marketing Federation (GCMMF) and the Kaira District Cooperative Milk Producers’ Union, the joint owners and protectors of the historic Amul trademark. The legal complaint detailed that misleading videos across Facebook, YouTube, Instagram, and X utilized malicious editing to display official GCMMF signage directly alongside visuals of commercial cartons labeled “frozen buffalo meat.” These digital assets explicitly urged mainstream consumers to boycott Amul products, threatening the brand equity the cooperative has built since 1958.

During the preliminary review, the court highlighted that the uploaded captions—including phrases such as “Amul Doodh ki aad mein Gau Mans Supply” (supplying cow meat under the guise of Amul milk)—were highly inflammatory. Justice Jyoti Singh noted that these targeted digital campaigns were clearly designed to ignite public outrage and manipulate sensitive cultural sentiments surrounding livestock processing in India. Given the vast algorithmic reach and high velocity of the posts across dominant digital platforms, the court found that a continued delay in intervention would inflict permanent, irreparable harm on the cooperative’s market positioning.

To enforce the ruling, the High Court established a strict 36-hour operational window for the defendants to completely deactivate the identified URLs. Should the content creators fail to comply with this timeline, the hosting social media intermediaries are legally mandated to scrub the defamatory content within 36 hours of being notified by Amul’s legal counsel. Furthermore, the court issued sweeping disclosure orders requiring Meta, Google, and X to reveal internal subscriber data, account holder identities, and registration details for specific offending handles, including “Bharatvasi6” and “DhenuTV,” within four weeks.