Trademarks are the most valuable gems in the branding world, known for establishing a company's identity, preserving its market presence, and defending against customer confusion. And that is the crux of the ongoing legal dispute between IndiGo, India's largest airline, and Mahindra Electric, India’s leading automotive, over the '6E' mark.

This has once again surfaced the importance of trademarks in establishing trust and reputation, as well as why they are more than just a legal need for distinctive, enduring brands

Core of the Dispute

The trademark dispute gained headlines when Mahindra & Mahindra, one of India’s leading automotive manufacturers, introduced its electric vehicle under the model’s name BE 6e and the Xev 9e. The automotive leader’s eccentric entry to the Electronic Vehicle (EV) market made waves in the industry and generated a lot of buzz. However, someone was having a long face – a little out of sorts!

The mark ‘BE’, which already registered with Mahindra, is an abbreviation for marque’s "born electric" platform, a vehicle architecture that is designed and built purely for electric vehicles (EVs) from a blank slate, with no consideration for internal combustion engine (ICE) counterparts.

InterGlobe Aviation Limited, the parent firm of India's largest airline, IndiGo, expressed concern about Mahindra's use of the moniker ‘6e’ after the BE tag. IndiGo has used the '6E' mark since 2006. The symbol reflects IndiGo Airlines' official IATA (International Air Transport Association) airline designator code. This two-character alphanumeric code is used for both operational and commercial purposes, including flight numbers, bookings, tracking, and internal communication.
Interestingly, the code sounds like 'sexy' when spoken, which the airline has cleverly incorporated into its branding for various services such as 6E Prime, 6E Flex, 6E Rewards, and even the name of its in-flight magazine, Hello 6E.

The official words

A statement issued by Mahindra said, “We believe it differs fundamentally from IndiGo’s “6E,” which represents an airline, eliminating any risk of confusion. The distinct styling further emphasizes its uniqueness. Our registration application is for an entirely different industry sector and product and hence do not see any conflict. We also find it unseemly that two large, Indian multinationals should engage in a distracting and unnecessary conflict when in fact we should be championing each other’s growth and expansion.”

IndiGo alleged that Mahindra’s branding could cause confusion and dilute IndiGo’s brand identity and goodwill that have been built over many years.

Mahindra’s Uptake

Going back to the drawing board, Mahindra temporarily dropped the ‘E’ from its logo and is currently marketing its SUV as Be 6 until the legal issue is resolved. With this move, Mahindra can continue the sale and availability of its EV without the risk of any future legal complications.

Impact of the Name Change on Mahindra’s Brand

The ramification of the Be 6e to the Be 6 may appear to be a minor alteration, but it holds significant strings in Mahindra's branding strategy, particularly in the electric vehicle market.  The Be 6e came as a flagship mode and the label "6e" associated a feeling of creativity and futuristic technology with the brand.

By dropping the "e," Mahindra feels to shred some uniqueness that the "Be 6e" name was intended to communicate.  However, the brand, known for quickly adapting and responding to market shifts and legal issues, will let the incident impact its EV-packed success.

Legal Proceedings and Mediation

Right away after the incident, IndiGo filed a trademark infringement suit in the Delhi High Court, seeking an injunction to prevent Mahindra from using the “6E” identifier for its EV.

Despite dropping the ‘e’ and marketing the product as BE 6, IndiGo pressed the legal gear, claiming the dispute still warranted legal resolution.

Mediation between the parties failed, and the case is now set for trial in the Delhi High Court in February 2026. In parallel, trademark opposition proceedings are ongoing before the registry regarding Mahindra’s claim to the “6e” mark.

What’s Next?

The case remains unresolved, with a full trial set to begin in February 2026. Both companies have committed not to use the disputed “6E/6e” branding in the interim, and the court is reviewing detailed documentation submitted by both parties. The outcome will likely set a precedent for cross-industry trademark enforcement in India.

Current Status

• Trial begins February 2026; both parties have filed documents and made undertakings regarding further use of the mark.
• Broader implications: Cross-industry trademark disputes, consumer confusion, and brand protection strategies.

Bottomline
This case is not just about two famous Indian brands but the evolution of trademark enforcement—and its limits—across growing sectors like aviation and electric vehicles. The judgment will likely serve as a reference point for brand stakeholders across industries.