Delhi High Court Temporarily Bars 'Babu Ji DUKK' Mark, Finds It Similar To Dux Naturals' 'DUX DARLING'

The Delhi High Court has temporarily restrained Babu G Store and Co. from using the mark “Babu ji DUKK Darling” or any deceptively similar trademark, label, packaging, or trade dress for cosmetic products in a suit filed by Dux Naturals.

Justice Tushar Rao Gedela noted that the defendants' mark and overall packaging closely mirrored Dux Naturals' registered “DUX DARLING” brand. The way the logo was positioned at the centre, along with the styling and design, was such that an average buyer relying on memory rather than careful scrutiny could easily mistake one for the other.

Dux Naturals, a family-run partnership dating back to 2004, approached the court against Babu G. Store and Co., alleging trademark infringement, passing off, and copyright violation, and seeking urgent interim protection.

According to the company, the dispute arose when it came across moisturising creams being sold under deceptively similar marks, including “Babu ji DUKK," packaged in a manner that closely resembled its own products.

It told the court that the “DUX DARLING” mark was coined in 2006 and has since built a significant market presence, with annual sales crossing ₹7.24 crore in the 2024–25 financial year.

The firm also pointed out that its packaging and trade dress, developed internally, qualify as original artistic works protected under copyright law.

A cease-and-desist notice was sent on October 10, 2025, but the plaintiff said there was no response from the defendants.

Looking at the rival marks side by side, the court found the similarities too close to ignore, noting a clear likelihood of confusion.

It noted that while the defendants used the words “Babu ji” in small font, the word “DUKK” was prominently capitalised, closely resembling “DUXX”, and that the identical use of “DARLING”, along with similar font styles and overall packaging, was likely to mislead consumers.

"The aforesaid impression, when viewed from the perspective of an unwary consumer with average intelligence and of imperfect recollection is not only of confusion but one may be deceived into purchasing the infringing goods of the defendant believing those to be of the plaintiffs or be associated with the plaintiff," the court observed.

Noting that Dux Naturals had been able to show a prima facie case, and that the balance of convenience was in its favour with the likelihood of irreparable loss, the court passed an interim restraint. It barred the defendants, along with their agents, distributors and others acting for them, from manufacturing, selling or advertising products under the impugned marks or any deceptively similar branding or packaging.

Summons have been issued to the defendants, who have been given 30 days from receipt to file their written statement.

The matter will now be taken up before the Joint Registrar on July 8, 2026, for completion of service and pleadings, and thereafter before the court on September 22, 2026.