IndiGo and Mahindra: BE 6e name sparks trademark dispute

IndiGo and Mahindra in trademark dispute over BE 6e nomenclature

The name of Mahindra’s latest electric SUV, the BE 6e, has triggered a legal dispute with India’s largest airline IndiGo. InterGlobe Aviation Ltd, which operates IndiGo, has filed a case in the Delhi High Court against the use of “6e” in the name of the vehicle, claiming that it infringes its trademark and brand identity.

dispute

IndiGo uses “6E” as its aviation call sign, claiming that the name is an important part of its brand identity. The airline owns the “6E” trademark in several categories, including electronic advertising displays, advertising services related to transportation and air passenger and cargo services. Mahindra, on the other hand, has registered the BE 6e designation under Class 12, which deals with motor vehicles and related equipment.

Launched on November 26, 2024, the BE 6e is part of the Mahindra electric SUV range. The name is said to be a playful nod to the word “Be sexy”, but IndiGo has raised concerns over its overlap with its famous call sign. IndiGo argued that any unauthorized use of “6E” constitutes an infringement of its intellectual property rights and could lead to brand confusion, even though the two entities operate in completely different industries.

Mahindra’s response

In response to the lawsuit, Mahindra said it did not see any conflict with the BE 6e name. According to the carmaker, the name is unique and falls under a different trademark category. Mahindra highlighted the background differences between its BE 6e electric SUV and IndiGo’s use of ‘6E’ in the aerospace sector.

“Mahindra launched its electric SUVs BE 6e and XEV 9e on November 26, 2024. We have applied for Class 12 (Vehicle) Trademark Registration for “BE 6e”. It is fundamentally different from IndiGo’s “6E”, The latter represents an airline, thereby eliminating any risk of confusion and the unique styling further emphasizes their uniqueness,” read a statement from Mahindra.

Mahindra also clarified that it has contacted InterGlobe Aviation to address their concerns and is working towards an amicable resolution.

Indigo Booth

IndiGo has asserted its rights over the 6E trademark, emphasizing the importance of the mark as an integral part of its brand identity for 18 years. The airline’s statement stressed the importance of protecting its reputation and goodwill, stating: “Any unauthorized use of the ‘6E’ mark, whether alone or in any form, constitutes an infringement of IndiGo’s rights, Violation of reputation and goodwill. IndiGo is committed to taking all necessary and appropriate measures to protect its intellectual property rights and brand image.”

The road ahead

The BE 6e is scheduled to be launched in February 2025 with an initial price of Rs. 18.9 million (ex-showroom). The SUV is built on Mahindra’s INGLO EV platform, offers two battery options, and is positioned as a high-end electric coupe SUV. However, the legal dispute surrounding its name could delay its launch if the issue remains unresolved.

This case highlights the complexities of trademark law and brand identity in today’s interconnected business environment. While Mahindra and IndiGo have very different businesses, the overlap in naming conventions highlights the challenges faced by the companies in protecting intellectual property and avoiding brand confusion.

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