The possibility of “future” use of mark will be particularly relevant, when examination of an application suggests that the mark applied for may become the accepted description of a new type of product or service. The applicant may, for example, be the first to use or invent a product and have coined a term as a brand which may, or may not, be something by which the product will become known. Similarly, in relation to shapes of new products, account should be taken not only of shapes which are already the “norm” for the relevant sector but also of which shapes are likely to become the normal shape of the product: “the more closely the shape for which registration is sought resembles the shape most likely to be taken by the product in question, the greater the likelihood of the shape being devoid of any distinctive character.” (Proctor and Gamble) For example, frozen potato chips which were cooked in domestic ovens instead of deep fat fryers were, at one time, a new product. The manufacturer branded them “Oven Chips”, but although they were the first to coin the term, the term was an apt description and it was reasonable to assume that it would become the natural description in trade for that category of goods. Conversely, the inventor of a revolutionary new type of temporary plastic mesh fencing also invented a trade mark to brand the new product. The mark was inspired by the names of the inventor’s children, Catherine and Nicholas, Catnic. It would be unreasonable to assume that this mark would be the natural description of the goods because it is an invented word and is distinctive. Unless allowed by the proprietor to pass into generic usage, it would be unreasonable to assume that it would be used by others as a description in the natural course of trade. Thorough research will be prudent particularly in fast-changing fields such as technology and scientific research, where the consultation of patent examiners and/or trade bodies may yield results which the Internet may not. If the product is entirely new to INDIA, it is more likely that we will also adopt the foreign descriptive name because it is commercially convenient. In addition, the appeal to the average consumer in foreign clothing or food may also extend to the ethnic description which may then become the accepted description in India, e.g. cappuccino for coffee or yogurt for curd.
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