Delhi High Court Shields Britannia’s Iconic “Little Hearts” from Copycats

January 2, 2026 – In a decisive victory for brand protection, the Delhi High Court has temporarily banned the sale of counterfeit “Little Hearts” biscuits, granting urgent relief to Britannia Industries Limited. Justice Manmeet Pritam Singh Arora’s December 23, 2025 order marks a robust defense of trademark rights in India’s competitive FMCG market.​

THE PERFECT CRIME: TRIPLE IDENTITY INFRINGEMENT –

The court applied the “triple identity test” – a gold standard in trademark law – finding the infringing biscuits identical to Britannia’s originals across three critical dimensions:

• Marks: “Little Hearts” wordmark and heart-shaped design​
• Goods: Sugar-coated, heart-shaped biscuits​
• Channels: Amazon listings targeting the same online consumers​

“The marks are virtually identical, the products are identical, and the trade channel, as well as the consumer base, is identical,” the judge observed.​

BRITANNIA’S IRONCLAD RIGHTS –

Britannia has protected “Little Hearts” since 1988, launching the iconic heart-shaped biscuits in 1993. The company holds dual trademarks: the wordmark and 3D shape registration – modern IP protection for product configurations.​

Discovery came in December 2025 when Britannia spotted Amazon listings explicitly referencing “Britannia Little Hearts” with the company’s own product photos and “trademark gold and red pack” descriptions. Shri Swastik Organics and associates were the culprits.​

COURT SLAMS “DISHONEST ADOPTION” –

Justice Arora found “clear and deliberate act of dishonest adoption” and “mala fide intent to misrepresent the origin of the goods.” Defendants offered no evidence of independent use or good faith.

The court invoked the “average consumer with imperfect recollection” doctrine: ordinary shoppers won’t scrutinize details but rely on overall impression. In FMCG impulse buys, this confusion is inevitable.​

IMMEDIATE RELIEF GRANTED –

The sweeping injunction prohibits :-

• Manufacturing/selling “Little Hearts” biscuits or identical shapes
• Using Britannia’s copyrighted images/packaging
• Amazon must immediately delist infringing products​

Next hearing: May 21, 2026. Britannia seeks permanent injunction and damages.

LEGAL BLUEPRINT FOR FMCG PROTECTION –

These ruling advances several principles:-

• 3D shape marks get equal protection as wordmarks​
• E-commerce platforms bear delisting responsibility​
• Initial interest confusion applies to Amazon search traffic​
• Trade dress (overall packaging look) is protectable​

WHAT BRANDS SHOULD DO NOW –

1. Register 3D shapes immediately if distinctive
2. Monitor Amazon aggressively with keyword alerts
3. Document discovery with screenshots and timestamps
4. File ex-parte injunctions showing triple identity
5. Seek well-known status for enhanced protection

Britannia’s swift action preserved decades of goodwill. For FMCG brands, this case proves: when imitation is this perfect, courts will presume confusion and grant swift relief.​

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