Mahindra Renames 6E to BE 6 after Legal Dispute with IndiGo
Mahindra rebranded its electric SUV from BE 6e to BE 6 to avoid delays caused by IndiGo’s legal challenge over the “6E” branding. While prioritizing its focus on electric mobility, Mahindra will contest IndiGo’s claim in court, arguing it sets a restrictive precedent. The company highlighted industry differences and called for collaborative growth among Indian multinationals.
Mahindra renames its electric SUV to BE 6 amid a legal dispute with IndiGo over branding rights, while vowing to defend its original BE 6e trademark in court.
Mahindra & Mahindra (M&M) has announced a rebranding of its electric SUV from BE 6e to BE 6 to avoid delays caused by an ongoing legal battle with InterGlobe Aviation (IndiGo). Despite the change, Mahindra intends to contest the rights to the original BE 6e name in court, citing the need to challenge what it considers a baseless claim.
The Dispute
Following the unveiling of Mahindra’s BE 6e and XEV 9e electric SUVs on November 26, 2024, InterGlobe Aviation, which uses the call sign “6E” for its airline, filed a lawsuit to prevent Mahindra from using the name BE 6e.
In response, Mahindra stated, “Our mark is ‘BE 6e,’ not the standalone ‘6E.’ It fundamentally differs from IndiGo’s ‘6E,’ which represents an airline. There is no risk of confusion.” The company also highlighted that its branding is specific to a different industry—electric vehicles—while IndiGo operates in aviation.
A Historical Perspective
Mahindra drew attention to a similar past dispute, where Tata Motors objected to InterGlobe using the name IndiGo due to its Tata Indigo car brand. InterGlobe retained its branding, citing differences in industries, making its current objection inconsistent, according to Mahindra.
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Commitment to Customers
Mahindra emphasized that its primary focus remains delivering a superior customer experience and advancing the adoption of electric vehicles in India. “We would not like to get distracted from our vision of popularising electric transport in India,” the company said.
Legal Standpoint
While agreeing to rename the SUV to BE 6 for now, Mahindra strongly opposes IndiGo’s claim. “Allowing IndiGo’s objection to stand unchallenged would set an unhealthy precedent of monopolising alphanumeric two-character marks, despite our branding being distinct. This would restrict companies across industries,” Mahindra argued.
A Call for Unity
Mahindra expressed disappointment over the conflict, stating, “It’s unseemly for two large Indian multinationals to engage in a distracting and unnecessary dispute when we should champion each other’s growth.”
Despite the rebranding to BE 6, Mahindra reaffirmed its intent to defend its original trademark in court, underscoring its commitment to maintaining creative and branding freedom for businesses.
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Mahindra’s decision to rebrand as BE 6 reflects its focus on innovation and customer experience, while its legal challenge underscores the importance of safeguarding creative branding rights across industries for future growth.