Indian automaker Mahindra and Mahindra announced on Saturday that it would rename its newest electric vehicle following a trademark dispute with IndiGo, India’s largest airline. The move comes after IndiGo filed a lawsuit against Mahindra in the Delhi High Court, alleging trademark infringement over the use of the airline’s iconic “6E” branding.
Mahindra’s vehicle, initially named the “BE 6e,” will now be rebranded as the “BE 6.” However, the automaker dismissed IndiGo’s claims as baseless and confirmed its intention to contest the case in court.
“We believe the claim lacks merit,” Mahindra said in a statement. “It is unfortunate that two leading Indian multinationals find themselves entangled in such a distracting and unnecessary conflict when we should be focused on supporting each other’s growth and innovation.”
IndiGo, which controls 60% of India’s domestic aviation market, has used “6E” as a hallmark of its branding for years. The airline’s call sign is prominently featured across various platforms, including co-branded credit cards and its in-flight magazine, making it a widely recognized identifier in the Indian market.
Legal disputes over trademark usage are not uncommon in India, but conflicts between large publicly traded companies like Mahindra and IndiGo are relatively rare. This high-profile case has drawn attention to the complexities of intellectual property rights in the country’s expanding corporate landscape.
IndiGo has not issued a detailed statement but has argued in its legal filings that Mahindra’s use of “6E” in the electric vehicle’s name could create confusion among consumers, potentially diluting the airline’s established brand identity.
Mahindra’s decision to rename the car may ease tensions temporarily, but the company has made it clear that it will continue to challenge IndiGo’s assertions during ongoing legal proceedings.
Industry analysts view the case as a critical reminder of the importance of brand protection in an increasingly competitive market. Both Mahindra and IndiGo are leaders in their respective sectors, with a significant influence on India’s economy and global reputation.
For now, Mahindra’s quick decision to rebrand may prevent immediate consumer confusion, but the legal wrangling is far from over. The case will likely be closely watched for its implications on trademark enforcement and corporate relationships in India’s rapidly growing business environment.
