"In recent years, dozens of religion-based and guru-led Indian organizations got into the business of making and marketing offerings, be it health tonics, DVDs or education. Now, amid rising competition, including from those trying to piggyback on these brands, these organizations are realizing that they can’t just rely on a wing and a prayer. And, for starters, religious organizations are increasingly applying for a raft of trademark protections and initiating legal action against copycat websites. The International Society for Krishna Consciousness (Iskcon), Divya Yog Mandir of Baba Ramdev fame, and Bochasanwasi Shri Akshar Purushottam Swaminarayan Sanstha (BAPS) that manages Akshardham and other temples in various countries, have all filed for hundreds of trademarks in recent years as they look to protect their growing brand recognition and revenues, and eye new franchise extensions."
(Wall Street Journal, 26 November) RD
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