Delhi HC Grants Interim Personality Rights Protection To boAt Co-Founder Aman Gupta

In a significant development for India’s evolving digital rights and AI governance landscape, the Delhi High Court has granted interim protection to Aman Gupta, co-founder and CMO of boAt Lifestyle, founder and CEO of OFF/BEAT, and one of the most recognisable faces from Shark Tank India, against the unauthorised commercial and digital exploitation of his identity.

In an ex parte ad interim order passed on May 7, 2026, Justice Tushar Rao Gedela restrained more than 44 defendants from using Gupta’s name, likeness, voice, image, signature style, and overall persona without consent. The ruling addresses a broad spectrum of alleged misuse, including AI-generated deepfake content, fake endorsements, impersonation accounts, unauthorised merchandise, deceptive booking websites, and misleading digital promotions.

The case is being seen as a landmark moment in India’s personality rights jurisprudence, particularly because it extends protections historically associated with film stars and athletes to a startup founder whose public visibility has been built through entrepreneurship, television, and digital media.

AI Deepfakes And Digital Impersonation Under Scrutiny

According to court submissions, Gupta alleged widespread misuse of his identity across online platforms and third-party services. The complaint included allegations of AI-generated deepfake pornographic material, fake business and motivational speaking endorsements, Telegram bots impersonating him, and websites falsely presenting affiliation with the entrepreneur.

The court recognised that Gupta’s identity carries substantial commercial and reputational value and observed that unauthorised exploitation of his persona could mislead consumers while causing irreparable harm to his reputation.

Importantly, the order specifically restrains the creation, publication, dissemination, and monetisation of AI-generated content using Gupta’s likeness or voice without permission. The ruling reflects the judiciary’s growing acknowledgement of the risks posed by generative AI technologies, particularly in cases involving public figures and synthetic impersonation.

The court also directed intermediaries, including Google LLC, to remove infringing content and disclose details linked to certain offending accounts and entities.

Expanding The Scope Of Personality Rights In India

While Indian courts have previously upheld personality and publicity rights in matters involving celebrities such as actors and athletes, legal experts note that this case signals a broader interpretation of who qualifies for such protection.

Gupta’s public identity has largely been built through startup culture, social media visibility, brand endorsements, and his role on Shark Tank India rather than conventional entertainment industries. The ruling therefore acknowledges that modern entrepreneurial figures can possess commercially valuable identity rights similar to mainstream celebrities.

The development also reflects changing dynamics within India’s startup and creator economy, where founders increasingly cultivate personal brands that operate independently of the companies they build.

Over the past few years, startup founders have emerged as digital influencers, keynote speakers, content creators, and public-facing brand ambassadors. As a result, their names, images, and voices are becoming monetisable assets vulnerable to misuse in the AI era.

A Defining Moment For Founder Identity Protection

The case arrives amid growing concerns around deepfakes, synthetic media, and identity manipulation enabled by generative AI tools. Public figures globally have raised alarms over unauthorised AI-generated endorsements, cloned voices, and fabricated videos that blur the line between authentic and manipulated content.

For India’s startup ecosystem, the Delhi High Court’s order could become an important precedent in recognising founder identity as a form of intellectual and commercial property requiring legal safeguards.

Industry observers say the ruling may encourage more founders, creators, and executives to proactively protect their digital identities as online impersonation risks intensify.

The matter also highlights the increasing accountability being placed on digital intermediaries and platforms to respond to takedown requests involving deepfakes and identity misuse.

What Happens Next

The Delhi High Court has directed the defendants to file their written statements within 30 days of receiving summons.

The matter is scheduled to be heard before the Joint Registrar (Judicial) on August 3, 2026, for completion of pleadings and service formalities, while the next hearing before the Court is listed for October 1, 2026.

Aman Gupta is represented by Senior Advocate Ms. Diya Kapur along with a legal team of advocates. Google LLC is represented separately, while the Union of India has appeared through the Central Government Standing Counsel.