SENSING THE BRAND: PROTECTING NON-VISUAL TRADEMARKS IN INDIA’S IP FRAMEWORK

AUTHOR – TRISHA AGGARWAL* & DR. BHAVNA BATRA**

* LLM SCHOLAR AT AMITY LAW SCHOOL, NOIDA (AMITY UNIVERSITY, UTTAR PRADESH)

** ASSOCIATE PROFESSOR AT AMITY UNIVERSITY, NOIDA

BEST CITATION – TRISHA AGGARWAL & DR. BHAVNA BATRA, SENSING THE BRAND: PROTECTING NON-VISUAL TRADEMARKS IN INDIA’S IP FRAMEWORK, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (1) OF 2025, PG. 1265-1273, APIS – 3920 – 0001 & ISSN – 2583-2344.

Abstract

The rise of modern branding for enhanced consumer recognition has led to the inclusion of sensory elements, effecting the incorporation of non-visual trademarks and necessitating their recognition and protection under the existing trademark regime. The stringent requirements of distinctiveness and graphical representation under the Trade Marks Act, 1999, posit unattainable standards, contrasting with “visual perceptibility” under Article 15(1) of the TRIPS Agreement. Internationally, cases like Shield Mark and Sieckmann illustrate the standardization dilemmas for non-traditional marks (NTTMs) in India, compounded by erratic registrations and refusals. Additionally, legislative gaps, such as inadequate guidelines for NTTMs in the 2009 Draft Manual, non-recognition, along issues related to the product’s functionality, further complicate the situation.