Mahindra challenges IndiGo over the ‘BE 6e’ trademark, sparking a legal tussle between two major Indian brands. IndiGo contends that Mahindra’s electric SUV name infringes on its trademarked callsign “6E.” In response, Mahindra defends its branding decision, even while opting to rename the SUV to avoid distractions.
IndiGo’s trademark concerns
IndiGo alleges that Mahindra’s use of “BE 6e” risks confusing customers and diluting the airline’s well-known “6E” identity. The airline highlights that the “6E” trademark, which includes variations like “6e Link,” has become a significant part of its global recognition over two decades.
“6E represents a trusted brand in the aviation industry,” stated an IndiGo representative. “Its misuse in other sectors jeopardises our identity and could confuse consumers.”
Mahindra’s counterarguments
Mahindra dismisses IndiGo’s claims as unfounded, stating that its “BE 6e” trademark falls under Class 12, which covers motor vehicles, unlike IndiGo’s aviation-related trademarks. “Our brand BE 6e is distinct and does not infringe on IndiGo’s identity,” said a Mahindra spokesperson.
The automaker also points out that IndiGo has faced similar situations before. In a notable instance, IndiGo retained its name despite objections from Tata Motors about similarities with the Indigo car brand. Mahindra believes this undermines IndiGo’s current position.
Strategic rebranding by Mahindra
Despite defending its right to use “BE 6e,” Mahindra announced it would rename the SUV to “BE 6” to avoid prolonged disputes. “We value innovation and mutual growth over unnecessary legal battles,” the company stated. By rebranding, Mahindra aims to focus on its electric vehicle strategy without distractions.
Legal proceedings
The case, now set for December 9 at the Delhi High Court, will see Mahindra continue its fight to retain the “BE 6e” trademark. The automaker fears that an unfavourable ruling could set a precedent, restricting the use of alphanumeric trademarks across industries.
This legal conflict showcases the challenges of protecting brand identities in competitive sectors. While IndiGo defends its established branding, Mahindra pushes forward in its mission to lead India’s electric vehicle revolution.
