Mahindra has announced its decision to challenge IndiGo’s claim over the “6E” trademark in court, while moving ahead with branding its new Electric Origin SUV as “BE 6”. The company revealed the BE 6e and XEV 9e electric SUVs on November 26.
Mahindra has filed for trademark registration of “BE 6e” under Class 12 (vehicles), which forms part of its electric vehicle lineup. The company clarified that the “BE” mark, representing its “Born Electric” platform, is already registered in Class 12 under Mahindra’s name and is integral to the BE 6e.
InterGlobe Aviation, the parent company of IndiGo, raised concerns regarding Mahindra’s use of “6E.” In response, Mahindra asserted that the “BE 6e” mark is entirely different from IndiGo’s “6E”, which is associated with the airline industry. “We believe ‘BE 6e’ is distinct from ‘6E’, and there is no risk of confusion,” Mahindra stated. “Our application pertains to an entirely different product category, and the unique design further emphasizes this distinction.”
Mahindra also pointed out the inconsistency in IndiGo’s stance, referencing a past instance when Tata Motors objected to the use of the name “IndiGo” by InterGlobe, given Tata’s own “Tata Indigo” car brand. “We find their objection to BE 6e inconsistent with their previous conduct,” Mahindra noted.
The company emphasized its focus on advancing electric mobility in India and ensuring a seamless customer experience. “Our priority remains to make electric vehicles more accessible to Indian consumers,” Mahindra said. The company also expressed disappointment over what it called a needless dispute between two prominent Indian businesses, which it believes detracts from mutual growth and collaboration.
Mahindra concluded that it believes IndiGo’s objection is without merit and, if left unchallenged, could establish a harmful precedent for the monopolization of short, alpha-numeric marks across industries. “This would limit business creativity and growth,” Mahindra warned. The company intends to continue pursuing the matter in court, asserting its rights to the “BE 6e” trademark.
