The Delhi High Court on Monday noted an assurance from Mahindra Electric Automobile Ltd that it will no longer use the “6E” trademark for its upcoming electric SUV. This move addresses the ongoing trademark dispute with IndiGo, which claims the mark is central to its brand identity, according to media reports.
Mahindra stated it would rebrand the model from “BE 6e” to “BE 6” but indicated its intention to challenge IndiGo’s allegations in court. Meanwhile, IndiGo informed the court that it would not pursue an interim injunction against Mahindra.
With Mahindra’s assurance, the court closed IndiGo’s request for temporary relief and set the case for further proceedings in April 2025, as per a report in Mint.
The dispute stems from IndiGo’s claim that Mahindra’s use of “6e” for its electric SUV infringes on the airline’s established brand identity.
IndiGo, India’s largest airline, operates under the callsign “6E” and holds trademarks for related terms like ‘6e Link’ across multiple categories. The airline argues that Mahindra’s branding of “BE 6e” could create confusion and weaken its brand recognition. IndiGo filed the case on December 4, raising concerns over the potential overlap between the two brands.
IndiGo contends that the “6E” trademark is a cornerstone of its brand identity, extending beyond its function as a call sign. The airline asserts that “6E” represents its passenger-centric services, including offerings like 6E Prime, 6E Flex, and premium features such as lounge access and additional baggage allowances. According to IndiGo, the trademark is vital to its identity and protected under intellectual property laws.
IndiGo aims to block Mahindra from using any variation of “6E,” arguing that such usage infringes on its trademark, undermines its reputation, and damages its goodwill. The airline noted that it registered the “6E Link” trademark in 2015 across various categories, including advertising (Class 9), promotional services (Class 35), transportation (Class 39), and printed materials (Class 16), as reported by QRIUS.
Mahindra received trademark approval for “BE 6E” under Class 12, which covers motor vehicles, on November 25, 2023. In a December 7 press release, Mahindra announced its decision to rebrand the vehicle while reaffirming its intention to contest the legal challenge.
The company emphasized its “BE” trademark, representing its “Born Electric” lineup, which includes models like the BE 5E and BE 7E. Mahindra argued that “BE 6E” is distinct from IndiGo’s “6E” in both design and industry context, highlighting that it refers to electric vehicles rather than aviation, as noted in QRIUS.
Mahindra also expressed concerns about the monopolization of short alphanumeric trademarks, cautioning that such practices could stifle innovation and create unnecessary barriers across industries.
The original “6E” in BE 6E was conceived as a playful nod to the phrase “Be Sexy,” reflecting the futuristic design of the electric sports SUV. This model is part of Mahindra’s broader plan to launch five all-electric vehicles by 2028, adding to its portfolio, which includes the XEV 9E and earlier concepts like BE.05 and XUV.e9.
