Harsh Bidhuri, Law Student, Amity Law School, Amity University, Noida, Uttar Pradesh
ABSTRACT
The alcohol beverage industry is an industry that continues to survive and create profits despite any situation prevailing in the world. It is one of the oldest industries established which still persists worldwide and holds a significant amount of share in the market. The alcohol beverage industries in India also occupy a significant portion of the market share in India. This is mainly due to the immense amount of consumption of alcohol in the country. The high consumption of alcohol in India has helped the industry become one of the global leaders in terms of market share. However, sale of alcohol in India is not that simple and one has to fulfil and abide by a number of regulations and rules before getting into this business. Increase in consumption has also led to increase in competition. Therefore, various strategies and techniques are used by the manufacturers to gain an upper- hand in the competition. This study with the help of articles, statutes and case laws forecasts, with respect to India, the various aspects and facts related to the consumption of alcohol, the legal framework and laws regulating the sale and distribution of alcoholic beverage, the trademark and branding strategies of manufacturers, the laws providing protection to such strategies and also a few landmark case laws regarding trademark infringement.
