Thu Dec 05 09:30:47 UTC 2024: ## IndiGo Sues Mahindra Over Similar Branding: ‘6E’ Trademark Dispute Lands in Court

**New Delhi, December 5, 2024** – A legal battle is brewing between aviation giant IndiGo and automotive giant Mahindra & Mahindra over the use of the “6E” branding. IndiGo, whose parent company InterGlobe Aviation Limited filed the suit, alleges trademark infringement by Mahindra Electric Automobile Limited (MEAL) for its newly launched electric SUV, the BE.6e.

IndiGo claims ownership of the “6E” trademark (with a capital “E”) across various classes, including airline services and advertising. Mahindra, however, has registered the “BE.6e” trademark (with a lowercase “e”) specifically for motor vehicles. The airline argues the similarity between “6E” and “BE.6e” could cause customer confusion, potentially harming its brand recognition.

The crux of the dispute lies in the phonetic similarity, with IndiGo highlighting a potential association between Mahindra’s “BE.6e” and a play on words suggesting “Be Sexy”. Mahindra counters that the inclusion of “BE” (for Born Electric) clearly distinguishes its branding from IndiGo’s, arguing the target markets and service categories are vastly different and preclude any confusion.

Both companies have released statements outlining their positions. IndiGo emphasized the longstanding use and recognition of its “6E” brand, asserting unauthorized use constitutes infringement. Mahindra, while acknowledging the lawsuit, maintains there is no conflict due to the distinct nature of its branding and expressed confidence in resolving the issue amicably, confirming ongoing discussions with InterGlobe Aviation Limited.

The case, *Interglobe Aviation vs Mahindra Electric Automobile Limited*, was initially heard on December 3rd before Justice Amit Bansal of the Delhi High Court. A judgment is pending, with the next hearing scheduled for December 9th, 2024. The outcome will set a precedent for similar branding disputes in India’s burgeoning automotive and aviation sectors.

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