Amul vs Amuleti: HC rules in favour of Indian dairy brand in trademark case

Italian company has been marketing cookies and chocolate-covered biscuits under the brand “Amuleti,” reminiscent of Amul’s trademark

by e4m Desk
Published: Sep 12, 2024 12:22 PM | 2 min read

The Delhi High Court has ruled in favour of Amul, India’s largest dairy brand in a trademark infringement case that involves Italian confectionary brand Amuleti.

The Italian company has been marketing cookies and chocolate-covered biscuits under the brand “Amuleti,” reminiscent of Amul’s trademark.

The Gujarat Cooperative Milk Marketing Federation had reportedly filed the lawsuit. Counsel Abhishek Singh argued that Amul is a well-established brand, which ranks 8^th among global diary organisations. Amul is also an international name ever since it was launched in the United States this year.

Singh also reportedly noted that Terre Primitive, which owns the Amuleti brand, had copied the script, design, and overall presentation of Amul’s logo with only adding “eti” as a suffix for some differentiation.

According to news reports, Justice Mini Pushkarna issued an injunction against the Italian company from using any type of branding that is identical to Amul’s and has also ordered it to remove infringing products listed on its website.

Tech company Meta has also been instructed to block or remove the company’s social media accounts that promote the infringing products.

Last month, Amul emerged as the world’s strongest food brand with an AAA+ rating, according to Brand Finance’s Food and Drink 2024 report. Amul’s (brand value up 11% to $3.3 billion) Brand Strength Index (BSI) score stood at 91 out of 100. Its brand strength is attributed to its strong performance in familiarity, consideration, and recommendation metrics.