{"id":6618,"date":"2024-12-08T06:54:00","date_gmt":"2024-12-08T01:24:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6618"},"modified":"2024-12-10T19:01:23","modified_gmt":"2024-12-10T13:31:23","slug":"indigo-mahindra-6e-trademark-fight","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/indigo-mahindra-6e-trademark-fight\/","title":{"rendered":"Fight for 6E is giving Mahindra vehicle free publicity, say brand experts"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Sharleen Dsouza, Business Standard <\/em><br><em>Mumbai, 8 Dec 2024<\/em> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The legal battle between Mahindra Electric Automobile and IndiGo Aviation over \u20186e\u2019 continues in court, and brand experts believe the case is unlikely to stand up in law. However, Mahindra is receiving free publicity from this trademark infringement fight.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the case progresses in the Delhi High Court (HC), Mahindra issued a statement on Saturday, saying, \u201cWe are hence taking the decision to brand our product BE 6.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, brand experts argue that since both companies operate in different sectors, there should not be any legal issues.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIdeally, there shouldn\u2019t be confusion, as they don\u2019t operate in the same segment unless IndiGo plans to enter the car market, and vice versa. Everyone is being cautious about their brand,\u201d said N Chandramouli, chief executive officer (CEO) of TRA Research.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He added that while everyone is being cautious about their brand, the use of \u20186e\u2019 by Mahindra is not necessarily against the law. \u201cIt depends on what the court decides, and Mahindra Electric Automobile can prove in court that it will not harm its brand name.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Devangshu Dutta, CEO of Third Eyesight, also said that there are several instances where brands and trademarks overlap. \u201cFrom a marketing perspective, Mahindra Electric Automobile is getting free publicity from this fight. IndiGo\u2019s position in this argument will depend on whether it has registered \u20186e\u2019 as a trademark.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sandeep Goyal, chairman of Rediffusion, believes this is an interesting case. He said, \u201cI\u2019m not sure if \u20186e\u2019 as a combination is registrable. However, IndiGo may well have secured the intellectual property (IP), though the trademark may not extend to automobiles.\u201d He further added, \u201cI\u2019m sure Mahindra must have done its homework before using 6e in its vehicle name \u2014 it\u2019s too public to risk unless it was unfettered and cleared by their lawyers.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In its statement released on Saturday, Mahindra also said it has applied for trademark registration under Class 12 (vehicles) for \u2018BE 6e\u2019 as part of its electric sport utility vehicle portfolio. \u201cThe mark \u2018BE\u2019 is already registered with Mahindra in Class 12, and it stands for our Born Electric platform underpinning the BE 6e.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe believe it differs fundamentally from IndiGo\u2019s \u20186e\u2019, which represents an airline, eliminating any risk of confusion,\u201d it added.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The statement also noted that, in the past, Tata Motors had objected to InterGlobe Enterprises using the IndiGo mark due to the Tata Indigo car brand. InterGlobe continues to use the IndiGo mark in a different industry. \u201cWe, therefore, find their objection to BE 6e inconsistent with its own previous conduct,\u201d the statement said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Last week, IndiGo released a statement saying that the \u20186e\u2019 mark has been an integral part of IndiGo\u2019s identity for the past 18 years and is a registered trademark with strong global recognition. \u201cThe \u20186e\u2019 mark, whether standalone or in its variants and formative forms, is extensively used by IndiGo for its offerings and goods and services provided in collaboration with trusted partners.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It added that any unauthorised use of the \u20186e\u2019 mark, whether standalone or in any form, constitutes an infringement of IndiGo\u2019s rights, reputation, and goodwill. \u201cIndiGo is committed to taking all necessary and appropriate steps to safeguard its IP and brand identity,\u201d the statement said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The case will be heard in the Delhi HC on Monday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/www.business-standard.com\/india-news\/fight-for-6e-is-giving-mahindra-vehicle-free-publicity-say-brand-experts-124120800549_1.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Business Standard<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sharleen Dsouza, Business Standard Mumbai, 8 Dec 2024 The legal battle between Mahindra Electric Automobile and IndiGo Aviation over \u20186e\u2019 continues in court, and brand experts believe the case is unlikely to stand up in law. However, Mahindra is receiving free publicity from this trademark infringement fight. As the case progresses in the Delhi High [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[772,27,60,37,3],"tags":[741,423,52,59,191,742,831,832,833,829,830],"class_list":["post-6618","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automotive","category-branding","category-india","category-marketing","category-press-quotes","tag-airline","tag-automotive","tag-branding","tag-india","tag-indian-market","tag-indigo","tag-intellectual-property","tag-ip","tag-legal","tag-mahindra","tag-trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fight for 6E is giving Mahindra vehicle free publicity, say brand experts - Third Eyesight<\/title>\n<meta name=\"description\" content=\"Meanwhile, as the fight continues in the Delhi High Court, Mahindra said in a statement on Saturday, &quot;We are hence taking the decision to brand our product the BE 6\" \/>\n<meta name=\"robots\" content=\"index,follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/myechoproject.com\/TES\/indigo-mahindra-6e-trademark-fight\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fight for 6E is giving Mahindra vehicle free publicity, say brand experts - 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