The 'Wow' Factor: Section 11 And the Jurisprudence of Trademark Confusion in Food Brands

Introduction India's​‍​‌‍​‍‌​‍​‌‍​‍‌ food sector is growing fast, and the competition of the brand identity has become very intense. Quick service restaurants, food delivery platforms, and cloud kitchens are the major players in the market. In such a hyper, competitive environment, not even a single word can be chosen without risking legal battles. That brings the question: can a business in the food industry be the only one to use a word like "WOW"? The case of Wow Momo Foods and Wow Burger,...