In U-turn, firm stops Mhada comparison

After claiming innocence over comparing rates and claiming via advertisements to charge lesser than the Maharashtra Housing and Area Development Authority (Mhada) for flats in Virar and Nashik, Ekta World, a construction firm, has in an apparent U-turn restrained itself from comparing its projects with those of the housing body in its most recent advertisement.

The Mhada had issued a legal notice to Ashok Mohanani, owner of Ekta World, citing that the firm has “illegally, blatantly and with mischief and malice” used the Mhada’s name to promote a scheme based on false and unauthorised information.

Earlier, it had also issued a legal notice to actor Anil Kapoor for appearing in an advertisement for Ekta World in which the developer had claimed that the company is offering flats in Virar and Nashik at rates cheaper than that of Mhada.

When asked to comment on the issue on Saturday, Mr Mohanani had claimed innocence. He had said, “We have no false claims to offer people. We have facilitated the buyers with a good home buying experience. The company has the backing of data available for the campaign and have ensured consistent endeavours to follow the norms. We are trying to endow the buyers with premium facilities at optimal prices and have done no wrong. We are transparent and would like our prospective customers to be aware and educated of the true facts before they take a decision.”

However, on Tuesday, the developer advertised his project without mentioning that he his selling at lesser rates than Mhada and restrained from comparing his project with that of Mhada. An email sent to the spokesperson of Ekta World on whether the firm agrees that it was a mistake on their part by comparing themselves with Mhada, remained unanswered. A text message sent to Mr Mohanani did not yield any response in context to his advertisement published on Tuesday.

The Mhada had, however in its legal notice cited that the developer caused damage to the image of Mhada and violated regulations of the Advertising Standards Council of India. “It was necessary to send a legal notice because developers think that Mhada being a government-owned organisation will not take any cognisance. One cannot compare and advertise themselves with private companies, and the same applies when it comes to Mhada,” said an official from the legal department of Mhada.