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.

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".

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

Following a challenge from InterGlobe Aviation, Mahindra will change the name of its 'BE 6e' model to 'BE 6'. The company intends to fight the claim legally asserting the importance of brand rights.

IndiGo, India's biggest airline, has sued automaker Mahindra and Mahindra for trademark infringement over its use of "6E" in branding its latest electric vehicle, legal papers show. Mahindra in a stock exchange filing,

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,