By IBTeam Indian automaker Mahindra & Mahindra (M&M) has decided to challenge IndiGo, the country’s largest airline, in a legal battle over the use of the “6e” branding. The dispute revolves around M&M’s latest electric SUV model, initially named “BE 6e,” which IndiGo claims infringes upon its well-known “6E” trademark. IndiGo alleges that M&M’s use of the term is likely to create confusion among consumers, particularly since the airline has extensively utilized “6E” in its branding for over a decade.
The Legal Challenge
IndiGo, operated by InterGlobe Aviation, filed a lawsuit in the Delhi High Court, asserting that Mahindra’s use of “BE 6e” constitutes a violation of its intellectual property rights. The airline argued that its “6E” branding is widely recognized across India and internationally, being featured prominently on tickets, credit card partnerships, and other marketing materials. IndiGo claims that this recognition grants it exclusive rights to the trademark in commercial use, regardless of industry overlap.
The court initially accepted IndiGo’s plea, leading M&M to promptly rename the SUV model as “BE 6” to avoid immediate legal complications. However, Mahindra has also made it clear that it does not agree with IndiGo’s claims and intends to contest the matter in court. The automaker argues that IndiGo’s objections are inconsistent with its past actions and reflect a monopolistic approach to branding.
Mahindra’s Standpoint
M&M believes that its branding strategy for the “BE 6e” SUV is distinct and unrelated to IndiGo’s airline operations. According to the automaker, “BE 6e” refers to an innovative electric vehicle that embodies the essence of sustainable mobility. The company contends that since the two entities operate in completely different industries—automotive and aviation—there is no likelihood of consumer confusion. M&M also pointed out that “6e” in the automotive sector conveys specific technical or model-related features, which are irrelevant to airline branding.
A spokesperson for Mahindra expressed disappointment over the dispute, stating that such conflicts between two major Indian multinationals are counterproductive. “As pioneers in our respective fields, both companies should ideally collaborate to showcase Indian excellence on the global stage,” the spokesperson added. Despite the legal proceedings, M&M assured stakeholders that the rebranding to “BE 6” would not compromise the vehicle’s market launch or its vision for electrifying mobility in India.
IndiGo’s Response
IndiGo remains firm in its stance, emphasizing the significance of the “6E” branding in its business. The airline, which commands over 60% of India’s domestic aviation market, has built a strong association with “6E” as part of its identity. It argued that allowing another entity to use a similar term, even in a different industry, could dilute its brand value and mislead consumers.
IndiGo’s legal representatives highlighted that trademark rights are not confined to industry-specific usage. They argued that “6E” represents a brand of trust and convenience, and permitting M&M to use a related term would compromise the uniqueness of their intellectual property.
The Broader Implications
The outcome of this case could set an important precedent for trademark disputes in India, especially those involving unrelated industries. With companies increasingly leveraging digital branding and cross-sector collaborations, such conflicts are expected to rise. Intellectual property experts note that the court will likely examine factors such as the distinctiveness of IndiGo’s trademark, the likelihood of confusion, and the intent behind M&M’s choice of branding.
What Lies Ahead?
As the legal battle unfolds, both parties remain committed to defending their respective interests. Mahindra is preparing its legal defense to establish that its use of “6e” was neither intended to infringe on IndiGo’s trademark nor capable of causing confusion. IndiGo, on the other hand, seeks to protect its brand identity and prevent any perceived dilution of its trademark.
For now, M&M’s electric SUV will proceed with the new name “BE 6,” as the automaker awaits the court’s decision. Both companies have expressed their desire to resolve the issue promptly but remain steadfast in their legal strategies.