Name of author: Ujjaini Biswas (IV Year, NALSAR University of Law, Hyderabad) Keywords – Consumer behaviour, deception, trademark infringement, initial interest, goodwill misappropriation Introduction The Trade Marks Act of 1999 protects consumers from deception and confusion, while protecting proprietors of goods and services from misappropriation of goodwill. The Doctrine of Initial Interest Confusion (“IIC”) has…

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