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Mahindra contests IndiGo’s claim on the ‘BE 6e’ trademark for its electric SUV, rebranding it as ‘BE 6’ while pursuing legal action to protect its rights.
Mahindra’s challenges Indigo for ‘BE 6e’ Trademark Objection
Mahindra & Mahindra faces a trademark challenge from IndiGo, India’s largest airline, over its upcoming electric SUV “BE 6e.” IndiGo claims that the use of “6e” infringes upon its callsign “6E,” a brand synonymous with its operations for nearly two decades.
Mahindra, however, argues that the “BE 6e” branding, filed under Class 12 for motor vehicles, differs fundamentally from IndiGo’s aviation-specific trademark, eliminating confusion. Despite this, Mahindra has rebranded the SUV as “BE 6” to avoid distractions.
IndiGo’s Stand on Trademark Protection
IndiGo asserts that its ‘6E’ trademark, widely recognized globally, is being diluted by Mahindra’s branding. It highlights its consistent use of ‘6E’ across trademarks, including ‘6e Link.’ According to IndiGo, Mahindra’s usage could compromise its brand identity and cause market confusion.
Mahindra’s Counter and Legal Strategy
Mahindra dismissed IndiGo’s claims, pointing out past instances where IndiGo itself faced trademark objections, such as the Tata Motors’ “Indigo” car. Mahindra emphasizes that large corporations should focus on mutual growth rather than disputes.
While rebranding to “BE 6,” Mahindra remains committed to legally contesting IndiGo’s claims to protect its trademark rights and prevent restrictive precedents in two-character alphanumeric branding. The case will be heard by the Delhi High Court on December 9.
