Beyond Prius? The DHC’s ALPHARD Decision on Trans-Border Reputation
Introduction The Delhi High Court (“DHC”), on 4th May 2026 in Toyota Jidosha Kabushiki Kaisha v. Tech Square Engineering Pvt. Ltd., overturned a Single Judge judgment (2023) and granted the mark “ALPHARD” well-known status while affirming its trans-border reputation. The judgment is noteworthy as it has articulated a test for trans-border reputation and has also observed that in luxury/niche markets, brand visibility and global reputation drive consumer awareness and not mass penetration. In this blog post, I break down the judgment, […]
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