Mumbai, June 8 -- The Supreme Court of India has issued an order affirming the protection of the red appearance and packaging used by Exide Industries for its automotive batteries.

The legal dispute commenced after Amara Raja began manufacturing and selling automobile batteries under the brand name Elito using red colouring and packaging, whilst promoting the products across its website and social media channels. Exide initiated legal proceedings on the grounds that the product and packaging resembled its own long-established trade dress.

The Supreme Court affirmed the interim orders previously passed by the Calcutta High Court. The directive requires Amara Raja to cease the manufacturing and sale of red Elito batteries to its channel p...