India, Feb. 23 -- This week, Indian online grocery store BigBasket served a 'cease and desist' notice to a rather nascent startup in the same space, Daily Basket, alleging trademark infringement and brand name violation over the use of the term 'basket'.

The Bengaluru-based unicorn has claimed that the word basket is so intrinsically associated with the company that most online grocery consumers would assume that Daily Basket is BigBasket's service. "Our client's name and mark BigBasket.com/BigBasket, sub-brands and the logos have acquired such well-known status, instant recognition and connection with our client that the mere mention or reference of a name containing 'basket' in a word or logo form for any ecommerce business and related...