Delhi HC Protects Ayurvedic Guru Acharya Manish's Personality Rights

The Delhi High Court has granted interim protection to renowned Ayurvedic practitioner and health educator Acharya Manish, restraining unidentified individuals and entities from using artificial intelligence tools to create and circulate fake endorsement videos featuring his image, voice and likeness for promoting third-party products on social media.

Justice Saurabh Banerjee passed the order while hearing a suit filed by Acharya Manish and Jeena Sikho Lifecare Limited against several unidentified persons, described as John Doe defendants, and Meta Platforms. The Court also directed the removal and blocking of infringing content hosted on Facebook and Instagram.

The plaintiffs were represented by Senior Advocate Chander M. Lall along with advocates Satyam Tandon, Annanya Mehan, Mahima Dogra Tandon and Nitin Goswani.

According to the suit, Acharya Manish, also known as “Chikitsaguru”, has built a substantial public reputation over the years through his work in Ayurveda, naturopathy, yoga and integrated healthcare. The plaintiffs informed the Court that he founded Divya Upchar Sansthan and later Jeena Sikho Lifecare Limited, which caters to thousands of patients daily and operates healthcare platforms associated with his work.

The plea stated that Acharya Manish enjoys a significant media and digital presence and has appeared in television programmes and public wellness initiatives. It was argued that his name, image, voice and manner of presentation have become uniquely associated with him and therefore constitute valuable personality and publicity rights deserving legal protection.

The plaintiffs alleged that unknown entities had been uploading manipulated videos on social media platforms by taking authentic footage of Acharya Manish and using AI-based voice cloning technology to falsely portray him as endorsing various health and wellness products. The allegedly infringing content promoted products such as foot pads, herbal patches and other wellness remedies despite having no connection with him.

Some of the content, according to the suit, went beyond false advertising and portrayed fabricated events involving the Ayurvedic practitioner. One video allegedly showed him being arrested and taken into custody before being released because of his medicinal remedies. The plaintiffs contended that such content was misleading, deceptive and damaging to his reputation and credibility among followers and patients.

After examining the pleadings and documents on record, the Court observed that Acharya Manish had established a distinct and identifiable public persona through his professional work, media appearances, philanthropic activities and public engagements. The Court noted that his name, image, likeness and voice had become uniquely associated with him and formed valuable facets of his personality and publicity rights.

Justice Banerjee remarked that the plaintiff “needs, if not due credit but at least protection for what he is” and expressed concern over the growing misuse of artificial intelligence technologies for commercial exploitation. The Court found a prima facie case that the defendants were not merely using his personality attributes without permission but were creating a false impression that he was endorsing products and services with which he had no association.

The order records that such conduct appeared to be “a deliberate attempt to capitalize upon the goodwill, credibility and public trust enjoyed” by Acharya Manish. The Court further held that unauthorized use or misappropriation of any aspect of his personality without express consent was liable to be restrained.

Holding that the plaintiffs would suffer irreparable harm if immediate protection was not granted, the Court restrained the defendants from using Acharya Manish's name, voice recordings, photographs, videos, advertisements and other identifiable attributes. It also restrained infringement of his copyright, moral rights and performance rights and prohibited any attempt to pass off products or services as being endorsed by him.

Meta was directed to disable, suspend and block access to the infringing links identified by the plaintiffs. The Court also permitted the plaintiffs to seek takedown of any further similar content discovered during the pendency of the proceedings, underscoring judicial recognition of personality rights in the age of AI-generated deception.

Case Title: Manish grover & Anr. v. John Doe & Anr.

Date of Order: June 5, 2026

Bench: Justice Saurabh Banerjee