Rikhab Chand Jain of TT Limited took on Audi over a name

Jain says he doesn't have a problem with the name Audi, but the auto giant has no right to use 'TT' brand name

The office of TT Limited, best known as a maker of knitted undergarments, in the middle of New Delhi’s Karol Bagh area is like a mini landmark. Alongside a gigantic board that is embellished with the company logo are pictures of men from an era gone by, posing in underwear and baniyan (vest), showing off their machismo — almost embarrassingly. Unsurprisingly, the small fleet of cars that bedecks its vast courtyard is devoid of an Audi. In fact, the only vehicle that is likely to even remotely catch your fancy is an ordinary-looking, pale white mid-size sedan. Inside the modest workplace, employees, surrounded by a deluge of files, boringly stare at tiny computer screens. I make my way to the office of Rikhab Chand Jain, the company’s 71-year-old chairman and founder. He hands me a blue folder even before I start talking.

“This has all the case details,” he says politely. Last month, the Delhi High Court issued an ex-parte interim injunction restraining Audi, the German car manufacturer, from using “TT” as a brand name. This was after Jain filed a case against the company under the Trademarks Act, alleging that it was violating his firm’s internationally known trademark. Audi has been selling its Coupe TT model in India since 1998.

Dressed in a grey bandhgala suit, the bespectacled, slightly-balding Jain says that he doesn’t have a problem with the name Audi, but adds that the auto giant has no right to use “TT”. “It affects our goodwill and brand value. Everybody knows the name Audi, so why don’t they sell all their products — which include accessories, bags and leather goods — just under that name,” he asks. “We don’t hold any grudge against Audi. It’s just that some things are not right from a legal point of view.” During this conversation, his phone rings repeatedly and he answers a couple of calls with a mellow “Jai Mata Di”. An invitation to attend a business conference is declined and an order for new pamphlets is placed.

While the Audi TT takes its name from the successful motor racing tradition of NSU in the British Isle of Man TT (Tourist Trophy) motorcycle race, Jain’s company was first started as “Tarun Textiles” by his elder brother in Kolkata back in 1947. The brand name “TT” was first used in 1964, but registered only in 1978. Between 1964 and 1970, the TT Group was one of the largest exporters of textiles in India — exporting undergarments to countries such as Czechoslovakia, Holland, Hungary and Yugoslavia. Even now, the company claims to have a presence in 65 countries. Its business is spread across garments, cotton yarn, oil seeds, spices and other agricultural products.

Ask him why he felt the need to go to court now when Audi has been selling its TT Coupe model for more than 15 years and Jain replies that he never noticed this. “Maybe it was negligent on our part, but we never bothered. But better late than never,” he says, his freshly painted office wall sparkling in the background. Audi could not be reached for a comment.

Jain, the youngest of three brothers, joined the family business in 1970. After graduating from St Xavier’s College in Kolkata, he went on to pursue an MBA from the Indian Institute of Management, Kolkata. He even taught at St Xavier’s College for two years, from 1967 to 1969, soon after completing his degree. “I didn’t get any calls for an interview in college. I always wanted to be an entrepreneur,” he reminisces. “That way I would be able to provide greater employment to people.”

As far as the case against Audi goes, Jain says that his work is done. “The court has spoken. This was never a bitter fight. I’m sure Audi will honour the court’s decision.” This part of Karol Bagh is unlikely to see a new Audi trudging along its narrow alleys anytime soon.