ITC has taken Britannia Industries to court for copying its biscuit packaging style. ITC claims that Britannia’s biscuit brand, NutriChoice Digestive Zero has imitated the packaging style of its Sunfeast Farmlite Digestive All Good biscuit.
According to the Petition filed by ITC at Delhi High Court, it seeks damages for alleged infringement of trademark and goodwill, as well as a direction to withdraw the Britannia product in the current packaging.
Source close to the development informed that ITC's contention was that the Britannia product, which was launched last week, has similar use of yellow and blue colour on the package and used similar texts in the packaging to describe the product attributes.
Both the packages contain similar information and this has triggered a spark among the ITC’s officials which forced the company to take legal action against Britannia. Sunfeast package says 'No added sugar, maida' and that it contains 'fibre' and on other hand, Britannia’s package reveals ‘0 per cent added sugar, maida' and contains 'high fibre'.
Confirming the news, ITC spokesperson said that the company had knocked the High Court’s door but however, he declined to give any further information on the subject. A Britannia spokesperson too said the company can't comment as the matter is before the court.
ITC, which had overtaken Britannia in the cream biscuit segment, has been promoting its digestive biscuit through advertisements and in retail trade on the pitch, calling it the first digestive biscuit without any added sugar and maida.