Legal action has been initiated against LUNA, a Pakistani coffee chain, in the Consumer Protection Court, Karachi (South), over claims of deceptive marketing and misleading branding practices.
According to the complaint filed by Abdullah Bin Masood through Barrister Hasan Khurshid Hashmi, LUNA Pakistan is accused of replicating the brand identity, logo, and design elements of international coffee brands, including LUNA Coffee Saudi Arabia, LUNA Russia, and LUNA Dubai. The case alleges that LUNA Pakistan misled consumers into believing it was affiliated with these foreign outlets.
Following an initial hearing, the court issued a formal notice to LUNA Pakistan under Section 26 of the Sindh Consumer Protection Act, 2014, requiring the company to respond to the allegations. The next hearing has been scheduled for November 21, 2025. The court has cautioned that failure to appear may result in a ruling in the company’s absence.
In its response, LUNA Coffee Pakistan strongly denied all accusations of trademark infringement, false advertising, and deceptive practices. The company stated that the notice was “misconceived and legally unsustainable,” and claimed it was part of a “malicious attempt to harass and extort” the business.
LUNA asserted that it is an independent Pakistani brand established in Karachi in 2024 and has no connection or partnership with any similarly named international coffee houses. The company emphasized that its name, logo, and design are registered trademarks recognized by the Intellectual Property Organization of Pakistan, affirming the originality of its brand.
The coffee chain further rejected claims of unfair pricing or poor service, maintaining that its products are sold at competitive market rates and that no complaints were raised by the customer at the time of purchase. LUNA stated it has called for the immediate withdrawal of the notice and plans to defend itself “vigorously” in court, expressing confidence that the proceedings will confirm its lawful and independent status as a homegrown Pakistani brand.
