The Delhi High Court has ordered Amazon’s Indian arm to pay ₹339.25 crore as compensation to luxury clothing company Beverly Hills Polo Club (BHPC) for trademark violation in connection with its logo.
The lawsuit, filed by BHPC, alleged that Amazon’s own brand name ‘Amazon Technologies’ was a violation of its trademark by selling clothes with the same brand at a significantly lower price. Justice Prathiba M. Singh censured Amazon for adopting a “deliberate strategy of obfuscation,” meaning the company was trying to avoid blame by presenting itself as an intermediary, retailer, and owner of the brand name simultaneously.
The court noted that Amazon had full knowledge of BHPC’s exclusive rights in its logo and had already been involved in such litigation across various jurisdictions, such as the UK. Amazon was also directed to grant a “permanent injunction”.
The court noted that the items sold by Amazon Technologies were 10% of what was sold by BHPC, which raised an issue of unfair competition. The trademark of BHPC consists of a charging polo pony with a rider holding a polo stick in his hand, symbolizing luxury and exclusive lifestyle of the sport.
BHPC’s appeal highlighted that its trademark is registered in more than 91 nations, including India, the US, the UK, the UAE, Germany, and Mexico, with its products being introduced in India in 2002. The brand takes inspiration from Beverly Hills, a posh neighborhood in Los Angeles, which further strengthens its connection with high fashion.
The case was initiated in 2020 by BHPC’s trademark holder Lifestyle Equities. It is not the first instance of Amazon being sued in this way; Lifestyle Equities also made similar allegations back in 2019 in London, and last year Amazon lost an appeal against allegations of trademark infringement against British consumers via its US website.
