Beyond Sight, Sound And Sense: Translation, Transliteration And Trademark Similarity In Multilingual India
Ishita SinghSep 30, 202610.5281/zenodo.23064080
"The limits of my language mean the limits of my world," wrote Ludwig Wittgenstein — a maxim that resonates powerfully within India's trademark jurisprudence, where a single brand may speak in a dozen scripts and sound different in as many tongues. In a multilingual society where "Fruit Salt" translates to "Falaxar," "Peacock" to "Mayur," and "Capital to "Rajdhani," the question of when two marks are similar cannot be answered through sight alone. This paper examines the tripartite doctrine of visual, phonetic, and conceptual similarity under the Trade Marks Act, 1999, tracing how Indian courts have judicially constructed this framework in the absence of statutory definition. By applying a sociolinguistic lens to major legal precedents ranging from early standards like imperfect recollection to complex multi factor tests and from translation disputes like Rajdhani–Capital to transliteration conflicts like falcigo/falcitab. The study argues that trademark law in India has progressively shifted toward a type of applied linguistics. Consequently, legal decisions now judge not only commercial aspects but also the underlying meaning of words. The paper concludes that courts have developed effective mechanisms for India's multilingual marketplace, yet significant gaps persist, especially the lack of a standardised test for comparing different scripts. To address this, this paper introduces a three-step framework designed to evaluate marks based on their visual appearance ,sound, and meaning .