• Mahindra and Mahindra (M&M) will rename its latest electric vehicle (EV) following a trademark challenge from IndiGo. IndiGo claimed M&M's use of the "6E" branding for its new EV infringed on its widely recognized brand name.
• In response to the lawsuit, M&M has decided to rename its EV as "BE 6" and vowed to challenge the claim in court.
• The dispute underscores the complexities of brand naming and trademark registration in today's corporate world.

In a significant development in India's corporate sector, Mahindra and Mahindra (M&M), one of the country's leading automakers, has announced that it will rename its latest electric vehicle (EV) following a trademark challenge from IndiGo, the country's largest airline. The dispute arose over M&M's use of the 6E branding for its new EV, which IndiGo claimed infringed on its widely recognized brand name.

IndiGo, which holds a commanding 60% share of India's domestic aviation market, has been using the 6E branding across its various platforms for years. This includes its co-branded credit cards and in-flight magazine. The airline took legal action against M&M in the Delhi High Court last week, marking a rare instance of a legal dispute between two large publicly traded companies in India.

In response to the lawsuit, M&M has decided to rename its EV as BE 6. However, the automaker has dismissed IndiGo's claim as baseless and has vowed to challenge it in court.

Trademark Dispute and Corporate Response

In a statement, M&M expressed its disappointment over the dispute, stating, We also find it unseemly that two large, Indian multinationals should engage in a distracting and unnecessary conflict when in fact we should be championing each other's growth and expansion.

M&M unveiled its electric origin SUVs, the BE 6e and XEV 9e, on November 26. The company had applied for trademark registration under class 12 (vehicles) for BE 6e as part of its electric origin SUV portfolio. M&M explained that the BE mark, which stands for born electric, is already registered with the company in Class 12.

InterGlobe Aviation Limited, the parent company of IndiGo, raised concerns over M&M's use of the 6E name. M&M, however, believes that its use of 6E fundamentally differs from IndiGo's usage, thereby eliminating any risk of confusion.

Past Incidents and Future Implications

The automaker emphasized the distinct styling of its EV and pointed out that its registration application pertains to an entirely different industry sector and product. M&M also highlighted a past incident where Tata Motors had objected to InterGlobe's use of the IndiGo mark, given their Tata Indigo car brand.

The automaker reiterated its commitment to ensuring an excellent experience for its customers and its vision of popularizing electric transport in India. It stated, Our priority and focus is on ensuring an excellent experience for our customers as we take our product to the market. We would not like to get distracted from our vision of popularizing electric transport in India.

This incident is reminiscent of a similar dispute in the past. In 2013, Apple Inc. faced an antitrust probe in India after it was found to be in breach of competition laws. The U.S. tech giant had complained that its commercial secrets were disclosed to opponents, including Tinder-owner Match. The antitrust body had ordered a recall of its investigation reports, prolonging the procedure that had begun in 2021.

The trademark dispute between M&M and IndiGo underscores the complexities of brand naming and trademark registration in today's corporate world. As companies continue to expand and diversify their product portfolios, such conflicts are likely to become more common. However, as M&M's statement suggests, it is crucial for these corporations to focus on their growth and expansion rather than engaging in distracting and unnecessary conflicts.