What’s in a name?
Recently, a tiff has emerged amongst the leading global cosmetic brands, Emami and HUL against the backdrop of a global backlash against racial stereotyping. The #BlackLivesMatter movement in the USA has triggered a response of dropping the alleged attribution of “fairness” as tradenames, popular in the grooming industry.
Emami has alarmed HUL of the legal repercussions for using the tradename “Glow & Lovely/ Handsome” for its products since it bears similarity with “Fair & Handsome” which has been registered with the trademark Registry by Emami as the proprietor. The rebranding has raised concerns of possible trademark infringement and adoption of unfair business practices in commercial parlance.