Supreme Court Sends Officer’s Choice vs Original Choice Trademark Battle to Mediation
Apex Court appoints ex judge L. Nageswara Rao to mediate dispute between liquor giants
Case highlights consumer confusion and importance of fair competition in India’s trademark law
By Our Legal Reporter
New Delhi: November 22, 2025:
In a significant development, the Supreme Court of India has referred the trademark dispute between Officer’s Choice whisky (owned by Allied Blenders & Distillers Pvt. Ltd.) and Original Choice whisky (owned by John Distilleries Pvt. Ltd.) to mediation. The Court appointed former Justice L. Nageswara Rao as mediator, urging both parties to explore an amicable settlement.
The dispute, which has lasted for more than a decade, involves allegations of consumer confusion and unfair competition between two of India’s most popular liquor brands.
Background of the Case
- Officer’s Choice is one of India’s largest selling whisky brands, owned by Allied Blenders & Distillers.
- Original Choice is a leading brand of John Distilleries, also widely consumed across India.
- Both companies hold registered trademarks for their respective brands.
- The dispute began when each company sought rectification of the other’s trademark before the erstwhile Intellectual Property Appellate Board (IPAB).
- The matter escalated through various courts, eventually reaching the Supreme Court.
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On November 17, 2025, a Bench of Justice Surya Kant and Justice Joymalya Bagchi took up the matter and suggested mediation as a more effective resolution than prolonged litigation.
Key Observations of the Supreme Court
- Commercial significance: The Court recognised the importance of both brands in India’s liquor market.
- Consumer confusion: The similarity in names (“Officer’s Choice” vs “Original Choice”) could mislead consumers.
- Prolonged litigation: The dispute has dragged on for years, consuming judicial time.
- Mediation preferred: The Court said mediation could provide a faster, fairer, and mutually agreeable solution.
- Appointment of mediator: Former Justice L. Nageswara Rao was appointed to lead the mediation process.
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Why This Matters
This ruling is significant for several reasons:
- Trademark law clarity: Reinforces the importance of protecting brand identity and preventing consumer confusion.
- Business impact: Both Officer’s Choice and Original Choice are billion dollar brands; the outcome affects India’s liquor industry.
- Judicial efficiency: Mediation reduces burden on courts and encourages amicable settlements.
- Consumer protection: Ensures that buyers are not misled by similar brand names.
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Impact on Companies
- Allied Blenders & Distillers: Protecting Officer’s Choice brand identity is crucial for its market dominance.
- John Distilleries: Safeguarding Original Choice’s reputation is equally important for its growth.
- Both companies: Mediation offers a chance to avoid costly litigation and reputational damage.
Expert Reactions
Legal experts welcomed the Supreme Court’s move:
- Trademark lawyers said mediation is ideal in cases involving brand confusion.
- Business analysts noted that prolonged litigation could harm both companies financially.
- Consumer rights advocates stressed that clarity in branding is essential to protect buyers.
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Broader Context
India has seen several high profile trademark disputes in recent years, including battles over FMCG products, fashion brands, and technology companies. The Officer’s Choice vs Original Choice case is one of the most prominent in the liquor industry.
By referring the matter to mediation, the Supreme Court has reinforced the principle that amicable settlements are preferable to prolonged litigation, especially in commercial disputes.
Conclusion
The Supreme Court’s decision to send the Officer’s Choice vs Original Choice trademark battle to mediation marks a turning point in one of India’s longest running brand disputes. By appointing Justice L. Nageswara Rao as mediator, the Court has prioritised fairness, efficiency, and consumer protection.
This verdict underscores the importance of trademark clarity, judicial efficiency, and amicable resolution in India’s commercial law. The outcome of the mediation will not only shape the future of two iconic liquor brands but also set a precedent for resolving similar disputes in other industries.
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