New Delhi: “This title is not just a personal milestone; it is a powerful platform to advocate for women’s rights and inspire others to follow their dreams,” Mrs India Galaxy Rinima Borah Agarwal announced after her win in November 2024.
Months later, in April last year, the runner-up of the Mrs India beauty pageant took the pageant’s organiser, Mrs India Inc, to the Competition Commission of India (CCI) alleging unfair contracts that restricted winners’ career choices. The Thane-based Mrs India Inc organises beauty pageants for married women in India.
Agarwal secured an interim order from the anti-trust watchdog, which ordered an investigation into the organiser on Tuesday based on her “information”, the official terminology for the application filed before the CCI for initiating action under the Competition Act 2002.
Among other things, Agarwal told the commission that she was made to sign agreements which allegedly contain “unconscionable terms”, and that the organiser was restricting her career progression under the garb of the terms and conditions contained in such agreements.
She alleged that Mrs India Inc coerced participants to enter into anti-competitive agreements and was also abusing its dominant position in the market by indulging in fraudulent practices and imposing “onerous” terms of contract on the participants of ‘Mrs. India Inc Competition’.
The commission’s order, seen by ThePrint, said that there was a prima facie case of contravention of Sections 3(4)(a), 3(4)(b), 4(2)(a)(i), 4(2)(b)(i) and 4(2)(d) of the Competition Act 2002. Section 3 pertains to anti-competitive agreements, while Section 4 contains provisions relating to abuse of dominant position.
It has now directed the director general to investigate the matter and submit a report within 90 days of receiving the order.
“It is made clear that, if during the course of the investigation, the DG comes across anti- competitive conduct of any other entity in addition to those mentioned in the Information, the DG shall be at liberty to investigate the same,” said the bench comprising Chairperson Ravneet Kaur and members Anil Agrawal, Sweta Kakkad and Deepak Anurag.
Mrs India Inc conducts an annual competition to crown ‘Mrs. India World’, who may then represent India at the International ‘Mrs World’ stage.
The runners-up of the pageant are also eligible to participate in other international beauty pageant competitions in the ‘Mrs. Category’, including Mrs Galaxy, Mrs International Summit, Mrs Earth and Mrs Globe.
The commission had sought comments from the organiser as well as additional information on the pageant industry in July last year. However, it did not receive a response from Mrs India Inc, according to the order passed on Tuesday.
ThePrint reached Mrs India Inc by email. This report will be updated if and when the firm responds.
In July 2025, Mrs. India Inc had issued a statement saying that Borah’s title had been “revoked with immediate effect due to non-compliance with contractual obligations”.
“She is no longer authorized to represent the Mrs. India Inc. crown, and all associated titles and privileges stand withdrawn. We uphold the highest standards of integrity and representation. Any further misrepresentation will lead to legal action. This decision reflects our commitment to protecting the values the crown stands for,” it further said.
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‘Prime facie exploitative’
In her plea filed through Hammurabi & Solomon Partners, Agarwal alleged participants were informed about the requirement to sign the terms and conditions a few days before the finale, while the organisers disclosed the requirement of signing the terms and conditions for the winners just after the competition.
The commission found some of these terms and conditions in the agreements prima facie “exploitative in nature” and said they “may amount to abuse of dominance”.
Among other things, the agreements bar participants and winners from participating in any other beauty pageant as a participant, consultant, judge, mentor, founder or co-founder for five years during the term of the agreement and another five years thereafter.
They do not carve out any exceptions for termination of the agreement on medical or other reasonable grounds, which means that even participants who terminate the agreements at any stage for any reason are prohibited from being a part of any other pageant for five years.
The agreements require participants and winners to partner with a social cause recognised and promoted by the company, and to raise funds only for causes assigned by the company.
The terms also say that all appearances by winners require Mrs India Inc’s prior approval.
(Edited by Sugita Katyal)