Pakistan fines beverage maker Rs150 million for imitating PepsiCo. product packaging

A view of Pepsi advertisement displayed on shelves with rival soft drinks at a shopping mall in Karachi, Pakistan on August 31, 2024. (REUTERS/File)
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Updated 02 January 2026
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Pakistan fines beverage maker Rs150 million for imitating PepsiCo. product packaging

  • The case dates back to 2018, when PepsiCo. filed a complaint that Mezan Beverages’ ‘Storm’ energy drink was designed to imitate its ‘Sting’
  • Such rulings are a rarity in Pakistan, where prolonged litigation, frequent stay orders and jurisdictional challenges often delay enforcement

KARACHI: The Competition Commission of Pakistan (CCP) has imposed a penalty of Rs150 million ($535,283) on Mezan Beverages (Private) Limited for “deceptive marketing” in a case brought against it by PepsiCo, the CCP said on Friday.

The case dates back to 2018, when the American multinational food and beverage corporation filed a complaint alleging that Mezan Beverages’ ‘Storm’ energy drink was designed to imitate its ‘Sting’ and benefit from PepsiCo’s goodwill.

Instead of responding on merits, Mezan Beverages repeatedly challenged the CCP’s jurisdiction and initiated prolonged litigation, delaying the inquiry for several years by obtaining stay orders from the Lahore High Court in 2018 and 2021, according to the CCP.

In June 2024, the court dismissed Mezan Beverages’ petition, upheld the CCP’s authority, and ruled that early challenges to show-cause notices were not maintainable. The court observed that the Pakistani beverage maker had used litigation to delay regulatory proceedings.

“The company (Mezan Beverages) was found to have imitated the packaging and trade dress of PepsiCo’s Sting energy drink, thereby engaging in deceptive marketing practices in violation of Section 10 of the Competition Act, 2010,” the CCP said in a statement.

“Such conduct amounted to parasitic copying and constituted deceptive marketing prohibited under Pakistan’s competition law.”

Such rulings remain uncommon in Pakistan, where prolonged litigation, frequent stay orders and jurisdictional challenges often delay or dilute enforcement of competition and consumer protection laws. Regulatory actions are frequently stalled for years in courts, allowing companies accused of unfair practices to continue operating while cases remain unresolved.

In its verdict, the CCP said Mezan Beverages’ energy drink adopted a red-dominant color scheme, identical to Sting; bold, slanted white lettering with aggressive visual motifs; near-identical bottle shape and presentation; and branding elements likely to mislead an ordinary consumer with imperfect recollection.

It emphasized that deception is assessed based on the overall commercial impression, not minute differences examined side by side.

“Even though Mezan Beverages held a registered trademark for ‘Storm’... copycat branding and misleading packaging will not be tolerated, regardless of the size or local status of the company,” the commission added.


Pakistan says it seized 32 square kilometers inside Afghanistan as border clashes escalate

Updated 28 February 2026
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Pakistan says it seized 32 square kilometers inside Afghanistan as border clashes escalate

  • Security official describes ‘limited tactical action’ in Gudwana after Afghan assaults
  • Islamabad accuses Kabul of sheltering militants as UN, China and Russia urge restraint

ISLAMABAD: Pakistan has seized a 32-square-kilometer area inside Afghanistan following overnight fighting, a security official said on Saturday, as cross-border clashes between the two countries escalated sharply.

A Pakistani security official, speaking on condition of anonymity, said troops carried out a “limited tactical action” in the Gudwana area opposite the Zhob sector along the frontier, capturing Afghan territory after responding to attacks on Pakistani positions.

“On the night of Feb. 26/27, posts opposite the Zhob sector launched anticipated physical attacks on multiple Pakistani positions,” the official said, referring to fighters linked to Afghanistan’s Taliban authorities, whom Islamabad identifies as Tehreek-e-Taliban Afghanistan (TTA).

“In response to aggressive unprovoked fire and physical attacks, Pakistan security forces launched a limited tactical action on the night of Feb. 27/28 in the general area of Gudwana with a view to capture TTA Tahir Post,” he continued, adding that 32 square kilometers of Afghan territory were seized.

The official said special combat teams crossed the border after preparatory bombardment, supported by intelligence, surveillance and reconnaissance assets providing “real-time battlefield awareness.”

He said 24 Afghan Taliban fighters were killed and 37 wounded, with no Pakistani casualties reported.

The claims could not be independently verified, and there was no immediate confirmation from Taliban authorities in Kabul of any territorial loss in the Gudwana area.

The latest clashes erupted after Pakistani airstrikes targeted what Islamabad described as militant hideouts inside Afghanistan over the weekend, triggering retaliatory fire along the frontier and sharply escalating long-running tensions. Islamabad accuses Kabul of sheltering Pakistani Taliban militants responsible for attacks inside Pakistan, an allegation that Afghanistan denies.

Pakistan’s Information Minister Attaullah Tarar said on Saturday evening that 352 Afghan Taliban fighters had been killed and more than 535 wounded since the latest phase of hostilities began.

Tarar said Pakistani strikes had destroyed 130 check posts, 171 tanks and armored vehicles and targeted 41 locations across Afghanistan by air. Those figures could not be independently verified.

The United Nations, as well as China and Russia, have called for restraint.

The United States said Pakistan has the right to defend itself against cross-border militancy.