As Mahindra and IndiGo battle it out over the trademark, issues around usage and implications provoke debate. Brand experts feel there are too many nuances.

Automobile manufacturer Mahindra on Monday told the Delhi High Court that it would not use the '6E' trademark for its upcoming electric vehicle (EV) BE 6E till

Indias renowned automotive giant, Mahindra & Mahindra, has found itself in a legal dispute with the countrys largest airline, IndiGo, over the name of Mahindras latest electric SUV, the BE 6e.

Mahindra, which was served a notice by Interglobe on the matter, said it will challenge the matter in court after Interglobe legally objected to the use of "BE6e" on Mahindra's new electric car, something that the auto company referred to as 'Be Sexy'.

India's Mahindra and Mahindra said on Saturday it would rename its latest electric car, a significant move after aviation market leader IndiGo sued the automaker for use of its call sign and widely used brand name "6E".

Mahindra & Mahindra on Saturday said it has decided to rename its new electric vehicle brand as 'BE 6' but noted that it will continue to contest strongly in court with InterGlobe Aviation for the trademark 'BE 6e'.

Mahindra announced it will challenge the brand rights of "6E" in court after IndiGo raised concerns over the name of its electric SUV, BE 6e. Mahindra clarified that its trademark application for "BE 6e" under class 12 (vehicles) is distinct from IndiGo's "6E,

Indian Mahindra and Mahindra on Tuesday said it is in talks to resolve a dispute with the country's biggest airline IndiGo which has filed a court challenge against the use of its call sign "6e" in the automaker's new electric vehicle offering.