Why phonetics, transliteration and linguistic equivalence matter more than ever
By Prashant Kumar
Indian brands increasingly use Hindi, Sanskrit, Punjabi, Bengali, Tamil, Telugu, Marathi and mixed-script names to stand out in a crowded digital-first marketplace. These names perform exceptionally well in India — and even better in the UAE, where the Indian diaspora forms one of the most active consumer bases on Amazon AE, Noon, Quick Commerce and influencer-led ecommerce. But regional-language brand names also face the highest trademark risk in the UAE because examiners do not assess marks visually alone. They examine them phonetically and transliteratively in Arabic, creating a layer of scrutiny that does not exist in India.
Many strong Indian brands receive objections or outright refusals in the UAE because they do not realise how their Hindi or non-Latin names sound in Arabic — or how closely they resemble pre-existing marks. Before diving into the linguistic complexities, founders may find it useful to revisit the broader UAE filing process here:
https://csatwork.in/uae-trademark-filing-process/
For a complete understanding of the UAE system, the master article is here:
https://csatwork.in/uae-trademark-registration-guide-indian-businesses/
Why do Hindi or non-Latin brand names face higher UAE trademark risk?
Because UAE examiners assess English, Hindi and regional-language marks through Arabic transliteration. If your Hindi or non-Latin name sounds similar to an existing Arabic or English mark, or resembles a meaning-bearing Arabic word, the application may face objections or refusal.
This phonetic-equivalence test is the biggest reason Indian-language marks must be filed with far more care in the UAE.
Understanding How Transliteration Works in UAE Examination (2026)
Arabic is the reference language for examination in the UAE. Even if your brand name is filed in Latin script, examiners map its phonetic sound into Arabic script to identify similarities with:
- existing Arabic trademarks,
- existing English marks with similar sound patterns,
- common Arabic dictionary words,
- regional variations in pronunciation.
A Hindi or regional-language name like “Nisarga,” “Pavitra,” “Sattva,” “Vritta,” “Dhoop,” “Glowri,” “Ahaar,” “Tarang” or “Arohan” may appear distinctive to an Indian brand owner — but in Arabic transliteration, they may phonetically overlap with marks already registered, or resemble Arabic meaning words. This is one of the reasons many Indian D2C brands face unexpected objections in the UAE. My UAE examination guide explains this layer in detail:
https://csatwork.in/uae-trademark-examination-process/
This phonetic mapping is also why Indian brands using Sanskrit-origin names often find their marks grouped closer to Arabic-root words in the examiner’s review.
Why Regional-Language Marks Are Increasingly Targeted by Squatters
Indian-language brand names attract attention faster in the UAE because they stand out on social media and among expat audiences. Squatters often register them early, especially when Indian founders are still testing UAE demand or onboarding distributors. Many D2C founders learn this only after discovering a conflicting UAE application filed days or weeks before their own — usually by resellers or parallel importers.
This is why the timing and sequence of UAE filings matter. My filing-process article explains how early filing provides strategic defence:
https://csatwork.in/uae-trademark-filing-process/
In addition, D2C brands face rapid visibility-driven infringement, explained here:
https://csatwork.in/uae-trademark-for-d2c-brands/
How to File Hindi & Regional Names Correctly in the UAE
For Indian-language marks, the filing must be structured more carefully than for English marks. The three key success parameters are:
1. Clean Transliteration Strategy
It is essential to determine how your mark will be transliterated into Arabic, how it might sound to an Arabic-speaking consumer, and whether any meaningful Arabic word overlaps. Many Hindi syllables map loosely into Arabic phonemes, creating unintended similarities. Brands that pre-identify these risks almost always avoid objections.
2. Precise & Narrow Class Specifications
Vague specifications hurt Indian-language marks even more because examiners rely heavily on certainty when similarity risk is high. Classification precision is critical, and my detailed guide explains this:
https://csatwork.in/choose-right-uae-trademark-class/
3. Strong Pre-Filing Documentation & Consistency
Since the UAE checks transliteration, priority claims, spellings and commercial intention carefully, all documentation must be aligned perfectly — especially when the brand name originates in a non-Latin script.
https://csatwork.in/uae-trademark-pre-filing-requirements-india/
Advanced preparation dramatically reduces objections and refusals.
What Happens When Transliteration Conflicts Lead to Objections
If examiners believe your Hindi or regional name resembles an Arabic or English mark phonetically, they will issue an objection. The objection may claim similarity in:
- sound
- meaning
- conceptual impression
- Arabic transliteration
- consumer perception
Overcoming these objections requires evidence, linguistic reasoning, pronunciation clarifications, and sometimes commercial-use material. My objections-and-oppositions guide explains how to respond effectively:
https://csatwork.in/uae-trademark-objections-oppositions/
If the response is weak or not clearly structured, the application may proceed toward refusal. My guide on avoiding UAE trademark rejection provides practical examples:
https://csatwork.in/avoid-uae-trademark-rejection/
Where Enforcement Gets Strong for Indian-Language Marks
Once registered, Indian-language marks enjoy strong enforcement protection in the UAE. Customs, Dubai Economy & Tourism (DET), municipalities and e-commerce platforms rely heavily on registration certificates, not the language of the mark.
This means your Hindi or regional-script brand can:
- block infringing shipments through Customs,
- remove counterfeit products from Amazon AE and Noon,
- stop parallel importers,
- trigger market raids,
- and shut down misuse by resellers.
My full enforcement guide explains how these actions work:
https://csatwork.in/uae-trademark-enforcement/
How Renewals & Maintenance Apply to Indian-Language Marks
Renewal obligations are identical regardless of language. However, non-Latin marks face higher “meaning ambiguity” risk during litigation or disputes, which makes document consistency even more important during renewal.
Full renewal and maintenance requirements are available here:
https://csatwork.in/uae-trademark-renewal-maintenance/
How Indian Trademarks Help (Priority Filings)
If your brand originally filed its Hindi or regional name in India, you can claim priority in the UAE. This gives you a 6-month head start, which is extremely valuable for non-Latin names vulnerable to squatting.
My Madrid Protocol & international filing guide explains this strategy:
https://csatwork.in/how-to-protect-your-brand-internationally-madrid-protocol-india/
FAQs
1. Are Hindi or regional-language brand names hard to register in the UAE?
Not necessarily — but they require more preparation. The main risk arises from Arabic phonetic overlap. If the brand invests in transliteration checks, classification precision and documentation alignment, registration becomes straightforward.
2. Should I file both the English and Hindi version of my mark?
For many brands, yes. Filing the English version captures broad market use, and filing the Hindi-script version gives extra protection against linguistic misuse. Each mark requires a separate filing.
3. Can an Arabic-facing objection be overcome?
Often yes. Through pronunciation evidence, meaning differentiation, linguistic clarifications, and well-structured legal arguments. Many Indian-language marks get approved after strong responses.
4. Are Indian-origin names more likely to be copied in the UAE?
Absolutely. Because they stand out and target a large expat market, competitors and resellers often try to file them early. Filing before market visibility is essential.
5. Can I enforce Hindi or Sanskrit names effectively in the UAE?
Yes. Enforcement depends on registration, not script. Once registered, your brand enjoys full Customs, DET, municipality and online platform protection.
About the Author
Prashant Kumar is a Company Secretary, Published Author and Partner at Eclectic Legal, advising Indian and global brands on UAE trademark strategy, phonetic risk assessment, transliteration alignment and GCC enforcement. He works extensively with Hindi, Sanskrit and regional-language marks expanding into Dubai, Abu Dhabi and the wider Middle East.
For consultations: +91-9821008011 | prashant@eclecticlegal.com
