India’s First Scent Trademark: A Turning Point in Sensory Branding and IP Law
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India’s First Scent Trademark: A Turning Point in Sensory Branding and IP Law
In a landmark moment for Indian intellectual property law, the Trademarks Registry has accepted India’s first-ever olfactory trademark application—a rose-like floral scent applied to tyres. This decision marks a transformative step in the country’s evolving recognition of non-traditional trademarks and positions India firmly within global debates on sensory branding.
This development draws strength from three converging factors:
- Global jurisprudence on scent marks,
- Scientific breakthroughs in representing olfactory data, and
- Expert legal guidance, including insights from amicus curiae Mr. Pravin Anand.
His involvement, combined with advanced scent-mapping science from IIIT Allahabad, enabled the Registry to evaluate a type of trademark previously unseen in India.
Global Evolution of Olfactory Trademarks
United Kingdom: The First Scent Mark
The UK made history in 1996 by granting the world’s first smell trademark for Sumitomo’s rose-scented tyres. At that time, a verbal description alone was considered adequate for graphical representation, creating the earliest international foundation for scent marks.
European Union: From Innovation to Restriction
The EU initially displayed openness, approving a famous mark for the “smell of fresh cut grass” for tennis balls in 1999. But the Siekmann (2002) ruling introduced strict criteria—clarity, precision, objectivity, durability—making scent marks nearly impossible to register for decades.
United States: Functionality as the Deciding Factor
The US permits olfactory trademarks only when the scent:
– Is non-functional, and
– Serves purely as a source identifier.
Thus, artificially scented thread (plumeria) or bubble gum-scented shoes are registrable, but functional scents like perfumes are not.
Australia: Legally Permissive, Practically Difficult
Australia allows olfactory marks under statute, but demands substantial proof of non-functionality and distinctiveness, resulting in few successful registrations.
Scientific Innovation: Solving the Graphical Representation Requirement
Under Section 2(1)(zb) of the Trade Marks Act, trademarks must be capable of graphical representation—a requirement that historically blocked scent marks in India.
This case succeeded because the applicant submitted an advanced seven-dimensional olfactory mapping model developed at IIIT Allahabad. Supported by the amicus, this model quantified the scent across seven categories: floral, fruity, woody, nutty, pungent, sweet, and minty.
This representation offered:
– Objectivity through measurable ratios,
– Precision via multi-axis mapping,
– Intelligibility with a radar-plot format, and
– Durability from stable scientific data.
The Registry found that this model satisfies the graphical representation requirement and aligns with the Siekmann criteria while reflecting India’s progressive approach.
Distinctiveness: A Rose Scent on Tyres
The Registry concluded that a rose scent on tyres is inherently distinctive because it is completely arbitrary. Tyres typically emit a rubber smell, so a sudden floral fragrance creates a powerful sensory contrast. This unexpected element enables quick source identification and leaves a “very strong impression” on consumers.
This reasoning aligns with US cases where scents unrelated to product function strengthen inherent distinctiveness.
The Role of the Amicus Curiae
The appointment of Mr. Pravin Anand—known for his scholarship on non-traditional trademarks—was pivotal. Many of the challenges raised in this matter had already been explored in his APAA article, “Science, Art and Law Relating to Smell.” His forward-looking recognition of technology’s role in representing scents materialized in this case through the IIIT model.
India’s Role in the Future of Sensory Trademarks
The acceptance of India’s first scent trademark marks a defining moment in national and international IP history. India now:
– Aligns with global trademark jurisprudence,
– Welcomes scientific advancements in scent representation,
– Encourages multisensory branding innovation, and
– Expands its IP framework to include non-traditional marks.
As global branding evolves beyond visuals into richer sensory experiences, India’s decision represents a sophisticated and forward-thinking contribution to trademark law.
