How to Use Your Trademark Properly After Registration (and Avoid Losing It)

Most businesses celebrate getting a trademark. But few realise that careless use—or no use at all—can make them lose it.

By CS Prashant Kumar

Why post-registration use matters

Registering your trademark is not the finish line — it’s the starting point of disciplined brand management.
Even a valid trademark registration can become legally vulnerable to cancellation if not used correctly, consistently, and vigilantly. The law doesn’t just protect ownership; it rewards active, proper use.

In practice, businesses in India lose protection not because of infringement — but because of self-inflicted dilution: wrong symbol usage, inconsistent branding, or letting distributors misuse the mark. Here’s how to keep your trademark enforceable and strong long after registration.

What does “proper use” of a registered trademark mean?

Proper use means using your mark exactly as registered, with the correct ® or ™ symbol, consistent spelling, and uniform design across materials. It also includes controlling how others use your mark and maintaining proof of commercial use to avoid cancellation for non-use.

Under the Trade Marks Act, 1999, a registered trademark is protected only so long as it identifies a single commercial source. If you use your mark inconsistently — say, different versions on packaging, social media, and invoices — it weakens distinctiveness.

Proper use ensures your trademark remains a source identifier, not a decorative element or generic term. It also establishes solid proof of use in case you ever need to defend your mark or renew it.

Trademark symbols: ™ vs ® — when and how to use them

The ™ symbol represents a claimed mark — you’re asserting rights, even before registration. The ® symbol can only be used after formal registration by the Indian Trade Marks Registry.

Practical guidelines:

• ✅ Use ™ during the application stage.
• ✅ Use ® only after receiving the registration certificate.
• ⚠️ Misusing ® before registration may attract penalties under Section 107 of the Trade Marks Act.
• Always display the symbol at the top-right or bottom-right of the mark (e.g., BRANDNAME®).
• Keep it visible on packaging, website headers, brochures, and product labels.

Even if your audience “knows” the brand, the consistent presence of ® reinforces legal ownership and deters infringers.

Why consistent representation safeguards your brand

Use your trademark consistently in its registered form — same spelling, design, and colours. Even small design tweaks or taglines can change your mark’s identity, reducing its enforceability or requiring new filings with the Trade Marks Registry.

Trademarks are identifiers, not creative expressions. Once registered, you can’t arbitrarily stylise or modify the mark without consequence. For example:

• Registered mark: FARMFRESH®
• Incorrect or risky uses: FarmFresh Organics, Farm Fresh India, or FarmFresh+

Each version could constitute a different mark, meaning your registration may not protect them. If you modify the logo or stylisation, file a new application or protect both the word and device marks.

Also, maintain brand usage guidelines internally — defining font, colour codes, and permissible variations — to ensure uniformity across marketing, packaging, and partner channels.

Common mistakes that dilute or destroy your trademark

Here’s what often weakens or invalidates a mark in India:

1. Using the mark generically – If your trademark becomes a common term (like Xerox or Escalator), you lose exclusivity.
2. Incorrect or missing symbol use – Not using ® post-registration reduces deterrence value.
3. Logo or name changes without new filings – Modified logos need new registration.
4. Non-use for over 5 years – Section 47(1)(b) allows cancellation for continuous non-use.
5. Uncontrolled use by others – If franchisees or distributors use the mark without oversight, courts may find you’ve abandoned control.
6. Using as a verb or noun – Don’t say “Google it”; say “search using Google®.”
7. Failure to record licences or registered users – Weakens enforcement rights under Section 49.

How to prevent misuse by others

Trademarks demand constant policing. You’re legally expected to prevent unauthorised use.

Practical steps:

• Subscribe to a Trademark Watch Service or set Google Alerts for similar marks.
• Issue cease-and-desist notices swiftly. Delay can be interpreted as acquiescence.
• Record your mark with the Indian Customs Department to block counterfeits.
• Use confidentiality and trademark clauses in vendor, distributor, and franchise agreements.
• Maintain public notices and consistent online presence to assert active use.

In India, proactive enforcement strengthens your defence. Courts often favour trademark owners who’ve acted promptlyto protect their rights.

What happens if you misuse your own trademark?

Misuse can be as damaging as infringement by others. If you alter, abandon, or use your mark inconsistently, the Registrar of Trade Marks can cancel registration.

For example:

• If your mark is unused for 5 years post-registration.
• If it becomes misleading or non-distinctive.
• If you allow uncontrolled licensing, making it appear generic.

In case of litigation, courts assess your own usage history. If your usage is irregular or diluted, injunctions become harder to obtain. In other words, your enforcement strength depends on your discipline.

Checklist: keeping your trademark strong and defensible

• Always use the registered form (same spelling, colour, design).
• Use ® immediately post-registration, in all visual contexts.
• Maintain evidence of use — packaging, ads, invoices, domain registrations.
• File new applications when branding evolves.
• Monitor for infringement continuously.
• Record licences and users with the Registry.
• Renew every 10 years — don’t miss the deadline.

Related reading

• How to Register a Trademark in India (2025 Update)
• How to License Your Trademark Without Losing Control
• Understanding Brand Protection Strategy for Startups in India

Expanded FAQs on Trademark Use in India

1. Can I use ® immediately after filing my trademark application?
No. The ® symbol is reserved strictly for registered trademarks. Using it before registration constitutes misrepresentation under Section 107 of the Trade Marks Act, 1999, and can attract penalties or prosecution. Until registered, you can safely use ™.

2. What if I change my logo or colour scheme after registration?
Each visual variation represents a separate mark in law. If the change affects the design or overall look, file a new application. However, minor stylistic refinements (like adjusting font size or background colour) usually don’t require re-registration if the core mark remains identical.

3. Can I lose my trademark even if I never sell under it?
Yes. Continuous non-use for five years after registration can lead to cancellation for non-use. Even if you’re not selling products, showing “token use” — such as advertising, licensing, or website listing — helps demonstrate active use.

4. Can others use my trademark under a licence?
Yes, but only under a written trademark licence or registered user agreement defining scope, quality control, and duration. Section 49 requires registering such users to ensure the Registrar recognises authorised use.

5. What if my trademark is misused online — for example, by resellers or on social media?
You can:

• File takedown requests with social media platforms and e-commerce sites (like Amazon, Flipkart).
• Send legal notices citing the Trade Marks Act, 1999.
• If misuse persists, initiate infringement or passing-off action before a District Court or High Court.

6. Is it necessary to use ® on every occurrence of the mark?
Not legally mandatory — but advisable. Displaying ® on the first or most prominent appearance in packaging, advertisements, and web pages is usually sufficient. The goal is to alert consumers and infringers alike of your registration.

7. Does incorrect symbol use affect my legal protection?
Incorrect use doesn’t invalidate registration but can weaken your claim in enforcement or damages. Consistent and correct symbol use strengthens your evidence of ownership and intent.

8. How should I use my trademark in written communication?
Use it as an adjective, not a noun or verb. Example: say “ZARA® clothing,” not “I bought a ZARA.” Always capitalise or stylise it as registered to distinguish it from generic terms.

9. Can I transfer or assign my registered trademark?
Yes. Trademarks are transferable assets. You can assign or license them partially or fully, with or without goodwill, through a written deed filed with the Trade Marks Registry. Proper documentation ensures enforceability and royalty recognition.

10. What if my trademark becomes famous — does it need extra protection?
Yes. You can apply for well-known mark status under Rule 124 of the Trade Marks Rules, 2017. This grants broader protection even in unrelated classes. Maintaining consistent use and publicity helps qualify for such recognition.

Key takeaway

Trademark registration isn’t the end — it’s the start of active brand stewardship. The law protects only what you use and control. Proper symbol usage, consistent representation, and active enforcement aren’t optional — they are what keep your brand’s legal armour strong for decades.

About the Author

Prashant Kumar is a Company Secretary, Published Author, and Partner at Pratham Legal, a full-service Indian law firm advising on corporate, regulatory, and intellectual property matters.

He has filed and managed thousands of trademark applications, structured IP ownership for startups, and handled licensing, assignment, and due diligence matters for funded companies.

For expert guidance on trademark filing, ownership structuring, or IP strategy, contact:
📞 +91-9821008011
📧 prashant@prathamlegal.com