IndiGo vs Mahindra trademark dispute over BE 6e nomenclature
The name of Mahindra’s latest electric SUV, the BE 6e, has sparked a legal dispute with IndiGo, India’s largest airline. InterGlobe Aviation Ltd, which operates IndiGo, has filed a lawsuit in the Delhi High Court objecting to the use of ‘6e’ in the vehicle’s name, alleging it infringes on their trademark and brand identity.
The Controversy
IndiGo, which uses ‘6E” as its aviation call sign, claims that the name is a crucial part of its brand identity. The airline holds trademarks for ‘6E” across multiple categories, including electronic advertising displays, advertising services related to transport and airline passenger and goods services. Mahindra, on the other hand, has registered the BE 6e name under Class 12, which pertains to motor vehicles and related equipment.
The BE 6e, unveiled on November 26, 2024, is part of Mahindra’s electric SUV lineup. The name is said to be a playful nod to the phrase “Be Sexy”, but IndiGo has raised concerns over the overlap with its well-known call sign. IndiGo argues that any unauthorised use of ‘6E” constitutes an infringement of its intellectual property rights and could cause brand confusion, despite the two entities operating in entirely different industries.
Mahindra’s Response
In response to the lawsuit, Mahindra has stated that it sees no conflict arising from the name BE 6e. According to the automaker, the name is distinct and falls within a different trademark classification. Mahindra emphasised the contextual difference between its BE 6e electric SUV and IndiGo’s use of ‘6E” in aviation.
“Mahindra revealed its electric origin SUVs, the BE 6e and XEV 9e, on November 26, 2024. We have applied for trademark registration under Class 12 (vehicles) for ‘BE 6e’. It fundamentally differs from IndiGo’s ‘6E’, which represents an airline, eliminating any risk of confusion. The distinct styling further emphasises their uniqueness,” read Mahindra’s statement.
Mahindra also clarified that it has reached out to InterGlobe Aviation to address their concerns and is working towards an amicable resolution.
IndiGo’s Stand
IndiGo has asserted its rights to the 6E trademark, highlighting its significance 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 unauthorised use of the ‘6E’ mark, whether standalone or in any form, constitutes an infringement of IndiGo’s rights, reputation, and goodwill. IndiGo is committed to taking all necessary and appropriate steps to safeguard its intellectual property and brand identity.”
The Road Ahead
The BE 6e is scheduled to hit the market in February 2025, with an introductory price starting at Rs. 18.90 lakhs (ex-showroom). The SUV, based on Mahindra’s INGLO EV platform, offers two battery options and is positioned as a premium electric coupe-SUV. However, the legal dispute over its name could potentially delay its launch if the issue remains unresolved.
This case underscores the complexities of trademark law and brand identity in today’s interconnected business landscape. While Mahindra and IndiGo operate in distinctly different sectors, the overlap in naming conventions has highlighted the challenges companies face in protecting intellectual property and avoiding brand confusion.
