Amara Raja Energy and Mobility Limited went to the Calcutta High Court after a single judge blocked them from selling their new Elito car batteries packed in bright red boxes that closely matched the red trade dress long used by rival Exide Industries Limited.
Exide argued that its red packaging, along with the “EL” name and shattered “O” design, had become a well-known sign of its batteries after decades of use, and that Amara Raja’s similar look was confusing buyers and amounting to copying. Amara Raja replied that no company can own a plain colour like red, that buyers choose batteries by brand name and vehicle fit rather than colour, and that their design had enough differences.
The Division Bench examined the evidence, including Amara Raja’s earlier social-media campaign that promoted green as its own signature colour while criticising red, and found that red had become strongly linked to Exide in the market.
The judges noted that the two battery boxes looked deceptively alike when placed side by side on shop shelves and that ordinary buyers could easily be misled. They upheld the injunction granted by the single judge, ruled that the balance of convenience favoured protecting Exide’s established identity, and dismissed Amara Raja’s appeal, keeping the restriction on the similar red packaging in place.
Title: Amara Raja Energy and Mobility Limited Vs. Exide Industries Limited: April 02, 2026:TEMPA PO-IPD/7/2025:,CalHC, Justice Debangsu Basak and Justice Md. Shabbar Rashidi.
