Branding is crucial for any company in India as it establishes a unique identity, builds customer trust, and fosters loyalty. A strong brand differentiates a company from competitors, enabling it to attract and retain customers in a competitive market. Effective branding enhances the perception of quality, creating long-term value and increasing profitability.
Securing patents or trademarks on branding elements, such as logos, slogans, or designs, is vital to protect intellectual property. It ensures exclusive rights, preventing unauthorized use and preserving brand integrity. In India’s growing economy, where businesses strive to stand out, branding and its legal protection are integral to maintaining a competitive edge, strengthening customer relationships, and driving sustainable growth across industries.
How is 6E an Integral brand for Indigo?
The “6E” brand is integral to IndiGo Airlines as it embodies the airline’s commitment to efficiency, affordability, and customer-centricity. Representing the airline’s IATA code (6E), it has become synonymous with IndiGo’s operational philosophy of providing a seamless and hassle-free travel experience.
6E branding extends beyond the airline’s flights to encompass its ancillary services like 6E Prime, offering priority check-in and seating, and 6E Rewards, a loyalty program. These initiatives enhance customer engagement and create a strong brand recall.
By associating 6E with reliability and cost-effectiveness, IndiGo has successfully positioned itself as a market leader in India’s aviation sector. The 6E brand ensures consistency across services, reinforcing trust and strengthening IndiGo’s competitive advantage.
Recent Update
IndiGo Challenges Trademark Infringement by Mahindra
IndiGo Airlines has filed a trademark infringement case against Mahindra Electric Automobile in the Delhi High Court over the use of “6e.” Mahindra plans to launch its electric car, Mahindra BE 6e, in February 2025, using a name IndiGo claims infringes its registered trademark.
The dispute intensified after the registrar of trademarks accepted Mahindra’s request to register “BE 6e” in Class 12 (vehicles) on November 25. IndiGo argues that its callsign “6e,” a key element of its branding and customer recognition, is being misused, causing potential confusion.
The case was initially listed before Justice Amit Bansal but has been postponed to December 9 after his recusal. IndiGo seeks exclusive rights to its trademark.
Management Commentary
“We hence don’t see a conflict, as Mahindra’s mark is ‘BE 6e’, not the standalone ‘6e’. It differs fundamentally from IndiGo’s ‘6e’, which represents an airline, eliminating any risk of confusion.
The distinct styling further emphasizes their uniqueness. We have taken on board the concerns that InterGlobe Aviation has about the infringement of their goodwill, which was not our intention. We are engaged in discussions with them to find an amicable solution,” said a spokesperson for Mahindra & Mahindra.
Prior Ruling by the Supreme Court
According to Section 28 of the Trade Marks Act, 1999, the remedy against infringement of a trademark is available only in respect of the goods or services for which the trademark has been registered.
In Nandhini Deluxe vs Karnataka Co-Operative Milk Producers Federation, the Supreme Court ruled that similar trademarks for different categories of products will not constitute an infringement.
Conclusion
The dispute between IndiGo and Mahindra over the use of the “6e” trademark highlights the importance of brand protection and the complexities involved in trademark law. While IndiGo has a strong argument for protecting its established brand identity, Mahindra’s case for differentiating its electric car branding also carries merit. The outcome of this case will set a precedent for how companies in India can effectively safeguard their intellectual property while navigating the nuances of trademark regulations.
Written By: Dipangshu Kundu
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