{"id":15832,"date":"2026-02-18T05:18:46","date_gmt":"2026-02-18T05:18:46","guid":{"rendered":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/?p=15832"},"modified":"2026-03-02T05:02:24","modified_gmt":"2026-03-02T05:02:24","slug":"from-visuals-to-olfactory-epoch-in-indian-trademarks","status":"publish","type":"post","link":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/","title":{"rendered":"From Visuals to Olfactory: Epoch in Indian Trademarks"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"introduction\"><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Rose is a flower which is known for its beauty and smell, isn&#8217;t it?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0c0c0c;color:#0c0c0c\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0c0c0c;color:#0c0c0c\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Application_Details\" >Application Details<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Appointment_Of_Amicus_Curiae\" >Appointment Of Amicus Curiae<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Legal_Framework\" >Legal Framework<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Definition_Of_Trademark_Under_The_Trademark_Act_1999\" >Definition Of Trademark Under The Trademark Act, 1999<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Graphical_Representation_Under_Trademark_Rules_2017\" >Graphical Representation Under Trademark Rules, 2017<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Distinctiveness_And_Registration\" >Distinctiveness And Registration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Concept_Of_Distinctiveness\" >Concept Of Distinctiveness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Graphical_Representation_As_Per_The_Trademark_Act_1999\" >Graphical Representation As Per The Trademark Act, 1999<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Decision_Of_CGPDTM\" >Decision Of CGPDTM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Foreign_Registration_Reference\" >Foreign Registration Reference<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Smell_Marks_In_Other_Countries\" >Smell Marks In Other Countries<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#United_States_%E2%80%94_First_Smell_Mark_1990\" >United States \u2014 First Smell Mark (1990)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Registered_Smell_Marks_%E2%80%94_Notable_Examples\" >Registered Smell Marks \u2014 Notable Examples<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Play-Doh_Scent_Trademark\" >Play-Doh Scent Trademark<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Canada_%E2%80%94_First_Smell_Mark_2019\" >Canada \u2014 First Smell Mark (2019)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Summary_Table\" >Summary Table<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Legality_of_Non-Conventional_Marks\" >Legality of Non-Conventional Marks<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Types_Of_Non-Conventional_Marks\" >Types Of Non-Conventional Marks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Legal_Framework_And_WTO_Compliance\" >Legal Framework And WTO Compliance<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Taste_Marks_Non-Conventional_Mark\" >Taste Marks (Non-Conventional Mark)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Reasons_For_Non-Registration_Of_Taste_Marks\" >Reasons For Non-Registration Of Taste Marks<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Growing_Importance_Of_Non-Conventional_Marks\" >Growing Importance Of Non-Conventional Marks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/from-visuals-to-olfactory-epoch-in-indian-trademarks\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">What if I tell you that the CGPDTM had accepted their first smell mark which smells like roses. Rose scented tyre trademark filed by Japanese company Sumitomo rubber was accepted by the Trademark Registry, which is a huge milestone to expand the protection beyond visuals to smells.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"application-details\"><span class=\"ez-toc-section\" id=\"Application_Details\"><\/span>Application Details<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The application was filed under class 12 for tyres which smell like roses. The trademark Act emphasises on distinctiveness, history and usage of marks, shape, color whereas in this case, the submission of the applicant was pertaining to the distinctiveness of the rose fragrance presented in the tyres. However, rose is a usual smell\/fragrance which can be recognised easily, even by a person with an average intelligence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"amicus-curiae\"><span class=\"ez-toc-section\" id=\"Appointment_Of_Amicus_Curiae\"><\/span>Appointment Of Amicus Curiae<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The CGPDTM appointed Shri Pravin Anand as amicus curiae to ensure an informed and balanced decision. His submissions provided clarity on both legal doctrine and scientific applicability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"legal-framework\"><span class=\"ez-toc-section\" id=\"Legal_Framework\"><\/span>Legal Framework<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"definition-of-trademark\"><span class=\"ez-toc-section\" id=\"Definition_Of_Trademark_Under_The_Trademark_Act_1999\"><\/span>Definition Of Trademark Under The Trademark Act, 1999<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The Trademark Act, 1999 defines trademark as follows under section 2(1)(zb)<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cTrade Mark\u201d means a mark capable of being represented graphically and which is capable of distinguishing the goods or services of one person from those of others and may include the shape of goods, their packaging and combination of colours.<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"graphical-representation-rule\"><span class=\"ez-toc-section\" id=\"Graphical_Representation_Under_Trademark_Rules_2017\"><\/span>Graphical Representation Under Trademark Rules, 2017<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Rule 2(1)(k) of Trademark Rules, 2017 defines graphical representation as follows under:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Graphical representation means the representation of a trademark for goods or services represented or capable of being represented in paper and includes representation in digitised form.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">For any Trademark to be registered\/accepted as a Trademark before the Trademark Registry, it should be graphically represented as it is a mark which is used for trading goods and services.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"distinctiveness-and-registration\"><span class=\"ez-toc-section\" id=\"Distinctiveness_And_Registration\"><\/span>Distinctiveness And Registration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The applicant\u2019s mark was registered as it has acquired distinctiveness since they have infused their tyres with rose scent and there are no other products\/goods in the market which are similar to this. It is an out of the box thinking, where nobody would associate tyres with rose scent and it is recognised worldwide for its unique idea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Applicant\u2019s team made an all-out effort to register their smell mark and made India join the olfactory mark Club with:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>USA<\/li>\n\n\n\n<li>UK<\/li>\n\n\n\n<li>EU<\/li>\n\n\n\n<li>Australia<\/li>\n\n\n\n<li>Canada<\/li>\n\n\n\n<li>South Korea<\/li>\n\n\n\n<li>New Zealand<\/li>\n\n\n\n<li>Peru<\/li>\n\n\n\n<li>Colombia<\/li>\n\n\n\n<li>The UAE<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"concept-of-distinctiveness\"><span class=\"ez-toc-section\" id=\"Concept_Of_Distinctiveness\"><\/span>Concept Of Distinctiveness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With regard to the distinctiveness of the Mark, Arbitrary Trademarks are common Tradenames\/marks that have zero correlation with the associated goods and services, such as Apple for phones and Crocs for footwear. Likewise, the applicant team had submitted that even though the smell of the rose is common and precise, a person with average intelligence and imperfect recollection would not get confused with regard to the reminiscence of the rose smell in tyres as they are distinctive and a stark contrast compared to the usual rubber smell of the tyres. It is definitely iconic and one of a kind to mix the rose smell with rubber tyres.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"graphical-representation-scientific-model\"><span class=\"ez-toc-section\" id=\"Graphical_Representation_As_Per_The_Trademark_Act_1999\"><\/span>Graphical Representation As Per The Trademark Act, 1999<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Since Graphical representation of a mark is a mandatory criteria for acceptance or registration of a trademark, the applicant submitted a description which was prepared by Prof. Pritish Varadwaj, Neetesh Purohit and Dr. Sunit Yadav of the Indian Institute of Information Technology, Allahadabad and the same is as follows:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"691\" src=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell-1024x691.webp\" alt=\"\" class=\"wp-image-16493\" srcset=\"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell-1024x691.webp 1024w, https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell-300x203.webp 300w, https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell-768x519.webp 768w, https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell-150x101.webp 150w, https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell-450x304.webp 450w, https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell-600x405.webp 600w, https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-content\/uploads\/2026\/02\/rose-like-smell.webp 1170w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The above graphical representation depicts the 7 fundamental smells of the rose and an algebraic average of Vectors and the same was submitted to the Trademark Registry.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"decision-of-cgpdtm\"><span class=\"ez-toc-section\" id=\"Decision_Of_CGPDTM\"><\/span>Decision Of CGPDTM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The CGPDTM concluded that the scientific model (Graphical representation of the Rose smell) satisfied the criteria, and the scent was inherently distinctive. Hence, the application was advertised as an olfactory mark under section 20.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"foreign-registration\"><span class=\"ez-toc-section\" id=\"Foreign_Registration_Reference\"><\/span>Foreign Registration Reference<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The applicant emphasised on their UK registered trademark application no. UK00002001416 for the very same scent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"smell-marks-in-other-countries\"><span class=\"ez-toc-section\" id=\"Smell_Marks_In_Other_Countries\"><\/span>Smell Marks In Other Countries<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Looks like Sumitomo has been making heads turn since 1996, since the UK registered its first smell mark applied for the very same rose fragrance tyres.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"united-states-first-smell-mark-1990\"><span class=\"ez-toc-section\" id=\"United_States_%E2%80%94_First_Smell_Mark_1990\"><\/span>United States \u2014 First Smell Mark (1990)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">US was the primal country to register the smell mark in history which was in 1990, Please re: In re Celia, dba Clarke\u2019s Osewez, 17 USPQ2d 1238 (TTAB) 1990.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is an intriguing case, the applicant was refused by USPTO stating that the consumers will tend to assume that it is a fragrance of origin\u201d and considered as de jure functional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, in an appeal to TTAB, the board stated that it has the capacity to be registered as a smell mark as it has a high impact, fresh, floral fragrance reminiscent of Plumeria Blossoms on embroidery yarn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The applicant stated that there is no other company which is selling embroidery yarn with floral fragrance and it has achieved its distinctiveness for their complete sealed kit consists of scented yarn for making a scented skunk through its customers and how popular it is in the public standpoint.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The examining attorney conceded that the applicant\u2019s scent in the product is distinctive and served as a feature rather than a source identifier \u201cClarke\u2019s distinctive Sof-Scented Yarns\u201d, and there are references or indications to the peculiar fragrance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After careful consideration, the refusal was reversed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"registered-smell-marks-examples\"><span class=\"ez-toc-section\" id=\"Registered_Smell_Marks_%E2%80%94_Notable_Examples\"><\/span>Registered Smell Marks \u2014 Notable Examples<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Plumeria blossom fragrance on embroidery yarn (USA)<\/li>\n\n\n\n<li>Play-Doh scent (USA)<\/li>\n\n\n\n<li>Crayon scent (Canada)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"play-doh-scent-trademark\"><span class=\"ez-toc-section\" id=\"Play-Doh_Scent_Trademark\"><\/span>Play-Doh Scent Trademark<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The well known play-doh scent which is loved by the fans all over the world is also a registered trademark under US trademark office.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The play \u2013 doh in a unique smell which is a combination of a sweet slightly musky, vanilla like fragrance, with slight overtones of cherry and the natural smell of a wheat based salty dough, play-doh was launched in the year 1956 and ever since the inception, the distinctive smell was famously known as play-doh scent res Ipsa loquitur that it has acquired recognition among the public.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"canada-first-smell-mark-2019\"><span class=\"ez-toc-section\" id=\"Canada_%E2%80%94_First_Smell_Mark_2019\"><\/span>Canada \u2014 First Smell Mark (2019)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Canada\u2019s first smell mark was registered in the year 2019 by Crayola Properties Inc for a crayon scent mark.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This crayon scent mark describes a unique scent of pungent, alice fragrance with faint hydrocarbon wax and clay notes in connection with crayons.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"summary-table\"><span class=\"ez-toc-section\" id=\"Summary_Table\"><\/span>Summary Table<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Country<\/th><th>Year<\/th><th>Smell Mark<\/th><th>Product<\/th><\/tr><\/thead><tbody><tr><td>United States<\/td><td>1990<\/td><td>Plumeria blossom fragrance<\/td><td>Embroidery yarn<\/td><\/tr><tr><td>United States<\/td><td>\u2014<\/td><td>Play-Doh scent<\/td><td>Modeling compound<\/td><\/tr><tr><td>Canada<\/td><td>2019<\/td><td>Crayon scent<\/td><td>Crayons<\/td><\/tr><tr><td>United Kingdom<\/td><td>1996<\/td><td>Rose fragrance tyres<\/td><td>Tyres<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"legality-of-non-conventional-marks\"><span class=\"ez-toc-section\" id=\"Legality_of_Non-Conventional_Marks\"><\/span>Legality of Non-Conventional Marks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Non-Conventional marks include touch, colour, shape, texture, sound, taste, etc. They are not covered under the virtue of Conventional Trademarks and these were provided protection under the act only when they are graphically represented. The Non-Conventional marks are registered when they have the ability to be distinctive from other products from the mind of customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"types-of-non-conventional-marks\"><span class=\"ez-toc-section\" id=\"Types_Of_Non-Conventional_Marks\"><\/span>Types Of Non-Conventional Marks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Touch<\/li>\n\n\n\n<li>Colour<\/li>\n\n\n\n<li>Shape<\/li>\n\n\n\n<li>Texture<\/li>\n\n\n\n<li>Sound<\/li>\n\n\n\n<li>Taste<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"legal-framework-and-wto-compliance\"><span class=\"ez-toc-section\" id=\"Legal_Framework_And_WTO_Compliance\"><\/span>Legal Framework And WTO Compliance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We have adhered to World Trade Organisation (WTO) and followed the provisions laid down in the TRIPS agreement, section 2(b) of the Act which defines the Trademark including Non-Conventional marks. The amended version of Trademark Rules, 2017 has permitted the digitised graphical representation to ease the process of registration of non conventional marks and they have stepped into the Indian jurisprudence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"taste-marks-non-conventional-mark\"><span class=\"ez-toc-section\" id=\"Taste_Marks_Non-Conventional_Mark\"><\/span>Taste Marks (Non-Conventional Mark)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">India hasn\u2019t registered its Taste Mark as it is hard to graphically represent a taste and to bring out the essence of the taste in written form could be ambiguous and confusing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Further, there is no provision or statute that mentions about the Registration process of Taste Marks and the doctrine of functionality makes it harder to create a factor of exclusivity which is inherent in obtaining registration of a taste mark.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"reasons-for-non-registration-of-taste-marks\"><span class=\"ez-toc-section\" id=\"Reasons_For_Non-Registration_Of_Taste_Marks\"><\/span>Reasons For Non-Registration Of Taste Marks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Difficulty in graphical representation<\/li>\n\n\n\n<li>Ambiguity in written description of taste<\/li>\n\n\n\n<li>No statutory provision for registration<\/li>\n\n\n\n<li>Doctrine of functionality restricting exclusivity<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"growing-importance-of-non-conventional-marks\"><span class=\"ez-toc-section\" id=\"Growing_Importance_Of_Non-Conventional_Marks\"><\/span>Growing Importance Of Non-Conventional Marks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Non \u2013 Conventional marks are no longer a nook, they are rapidly growing as an integral part for the global branding strategies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In essence, the trademark should be unique and distinctive enough to differentiate one\u2019s product and services from others in the market, thereby avoiding confusion among customers. There is no provision or statute that says that a trademark should be of only words and letters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Registration of Olfactory Mark is a milestone in India and it is the new Trademark trend and with the current technological advancements, the trademark registry might open doors for taste marks and other sensory marks too, provided that the applicants\u2019 Trademark meets the requirements of distinctiveness and graphical representation as per the Indian Trademark Law.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction Rose is a flower which is known for its beauty and smell, isn&#8217;t it? What if I tell you that the CGPDTM had accepted their first smell mark which smells like roses. Rose scented tyre trademark filed by Japanese company Sumitomo rubber was accepted by the Trademark Registry, which is a huge milestone to<\/p>\n","protected":false},"author":1194,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"two_page_speed":[],"_jetpack_memberships_contains_paid_content":false,"_joinchat":[],"footnotes":""},"categories":[21],"tags":[5149,28],"class_list":["post-15832","post","type-post","status-publish","format-standard","category-intellectual-property","tag-intellectual-property","tag-top-news"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/posts\/15832","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/users\/1194"}],"replies":[{"embeddable":true,"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/comments?post=15832"}],"version-history":[{"count":0,"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/posts\/15832\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/media?parent=15832"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/categories?post=15832"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.legalserviceindia.com\/Legal-Articles\/wp-json\/wp\/v2\/tags?post=15832"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}