Mahindra renames BE 6e as BE 6

The case will be closely watched as it not only involves two leading Indian companies but also raises questions about trademark rights and their scope across different industries

Amid the ongoing legal dispute between Mahindra & Mahindra and InterGlobe Aviation Limited (IndiGo) over the use of the ‘6E’ brand, Mahindra has announced that its upcoming electric SUV will now be named ‘BE 6’. The decision comes as the two companies prepare for a court battle over trademark rights.

Mahindra initially named its electric SUV as ‘BE 6e’ as part of its Born Electric (BE) platform, which was unveiled on November 26, 2024, along with the XEV 9e. While Mahindra insists that the name “BE 6e” is different from IndiGo’s “6E” associated with the airline’s brand, it decided to rename the SUV to avoid potential market confusion and focus on its product release.

Mahindra’s stance on controversy

Mahindra said it applied for trademark registration for ‘BE 6e’ under Class 12 (Vehicles), which belongs to a completely different industry than IndiGo’s aviation business. The company emphasized that its trademark is not “6E” but “BE 6e”, which highlights the unique shape and usage background.

“We believe that our mark is fundamentally different from IndiGo’s ‘6E’, which represents an airline, thereby eliminating any risk of confusion. Furthermore, our registration applications are for different industries and products,” Mahindra said in a statement stated in the statement.

Mahindra also pointed out that IndiGo had previously faced a similar challenge from Tata Motors over the “IndiGo” name as Tata Motors used the Indigo brand. Despite Tata’s objections, IndiGo has retained its brand name, saying it operates in a different industry. Mahindra found IndiGo’s current stance inconsistent with its previous actions.

Rebranding and the way forward

While Mahindra renamed its SUV ‘BE 6’ to ensure a smooth launch, the company has made it clear that it will continue to challenge IndiGo’s claims in court. Mahindra expressed concerns that granting exclusive rights to IndiGo for the two-character alphanumeric mark could set a problematic precedent that could stifle creativity and branding across industries.

“Our priority remains to deliver an excellent customer experience and focus on democratizing electric mobility in India. However, we firmly believe that IndiGo’s claims are baseless and will vigorously contest them in court. Allowing such claims to go unchallenged may Monopoly on common alphanumeric markers, thereby creating challenges for companies across industries,” Mahindra added.

call for cooperation

Mahindra also called for greater cooperation among Indian multinationals, noting that getting involved in unnecessary legal disputes distracts from the larger goal of contributing to the country’s growth and development.

“We find it disgraceful that two of India’s largest companies are engaged in a distracting conflict when we should be supporting each other’s growth and innovation,” Mahindra said in a statement.

BE 6 launch plan

Despite the legal controversy, Mahindra continues to launch the BE 6 and XEV 9e SUVs. Deliveries are expected to begin in February 2025. Mahindra’s focus remains on its Born Electric platform, which is designed to lead India’s transition to sustainable mobility solutions.