A consumer rights case has been lodged in the Consumer Protection Court Karachi (South) against LUNA Coffee Pakistan, with allegations centring on deceptive marketing and the imitation of an international coffee-chain branding strategy.
The Allegations
- The complaint, filed by Abdullah Bin Masood and represented by Hasan Khurshid Hashmi (Advocate Supreme Court), accuses LUNA Coffee Pakistan of replicating the brand identity — logo, visual design, ambience — of overseas coffee-brands such as LUNA Coffee Saudi Arabia, LUNA Russia and LUNA Dubai.
- It is alleged that this imitation mislead consumers into believing that the local chain was an official franchise or affiliate of those international brands.
- Under the provisions of the Sindh Consumer Protection Act, 2014 (Section 26), the Court has issued a formal notice to LUNA Coffee Pakistan to appear and respond.
The Company’s Response
- LUNA Coffee Pakistan, which states it was established in Karachi in 2024, has categorically denied any affiliation with foreign “LUNA” branded outlets, calling the litigation “misconceived, legally unsustainable and motivated by mala fide intent”.
- The company also claims its trademarks are duly registered with the Intellectual Property Organization of Pakistan and that all its products are offered at fair market rates, rejecting allegations of deceptive pricing or sub-par service.
Court Proceedings and Next Steps
- During the initial hearing, the Court warned that failure by the respondent (LUNA Coffee Pakistan) to appear or submit a defence would permit an ex-parte decision. The next hearing is scheduled for 21 November 2025.
- The legal process centres around whether the brand’s visual and operational presentation constitutes misleading trade practice under consumer protection law — and whether the local brand’s claims of independent origin hold under intellectual-property scrutiny.
Implications for the Market
- The case underscores the increasing scrutiny of local brands adopting international-style branding, especially when customer perceptions may be influenced by associations with global franchises.
- For consumers, the litigation raises awareness around brand authenticity and the risks of perceived affiliation. From a regulatory perspective, it could prompt stricter enforcement of marketing-claims standards and trademark diligence in the F&B sector.
- If the court rules against LUNA Coffee Pakistan, the precedent may impact other locally-branded chains mimicking global aesthetics without explicit franchise agreements.
What to Watch
- Whether LUNA Coffee Pakistan can produce persuasive documentation of its independent brand creation and trademark registration.
- The court’s interpretation of “misleading representation” under the Sindh Consumer Protection Act, especially in cases of brand-name reuse or imitation.
- Any settlement or licence arrangements that the parties may negotiate outside court, which could alter brand operations or naming strategy.
