India biscuit giants end 10-month legal packaging feud

06-Aug-2021 - Last updated on 06-Aug-2021 at 10:39 GMT

The battle of the digestive biscuit packaging has been resolved. Pic: Britannia/ITC

The Delhi High Court ordered ITC to change its digestive biscuit packaging, deemed ‘deceptively similar’ to Britannia’s branded variants.

The duo have been locked in a 10 month-long legal dispute over an alleged trademark infringement of Britannia’s NutriChoice Digestive biscuits packaging.

Late last year, the Indian biscuit giant dragged competitor ITS into court claiming the packaging of ITS’ Sunfeast Farmlite Digestive biscuits was ‘deceptively similar’ to its own NutriChoice Digestive branding.

Since then, the duo have been locked in a legal dispute, which came to a head in July with the Delhi High Court ordering both companies to come to an agreement.

ITC backed down and agree to change the packaging of its Sunfeast Farmlite 5-Seed Digestive and Sunfeast Farmlite Veda Digestive. The new packaging – already rolling out onto the market – now features an orange and yellow colour scheme to replace the red and yellow combination that Britannia had objected to.

The court has considered the matter resolved, and Britannia has withdrawn all claims for rendition of accounts, damages and costs.