India's packaged drinking water market is one of the most competitive consumer sectors in the country. In such a crowded market, brand recognition, packaging, and consumer trust play a crucial role in business success.
In 2025, a legal dispute between Aquapeya, a beverage startup that gained popularity through Shark Tank India, and Bisleri, one of India's most recognized bottled water brands, attracted significant attention from entrepreneurs, legal experts, and consumers alike.
The case raised important questions about trademark protection, trade dress infringement, branding strategies, and intellectual property rights. This article explores the dispute, the legal arguments involved, and the lessons businesses can learn from it.
What Is Aquapeya?
Aquapeya is an Indian packaged drinking water and beverage brand operated by Natvits Beverages Pvt. Ltd. The company gained national visibility after appearing on Shark Tank India, where its founders presented their business model and growth plans.
Aquapeya positioned itself as an affordable beverage brand and focused on expanding its distribution network across various regions of India.
Bisleri's Position in the Market
Bisleri International is one of India's most established bottled water brands, with decades of market presence and strong consumer trust.
Over the years, Bisleri has invested heavily in building its brand identity, packaging design, and nationwide distribution network. As a result, its branding elements are considered valuable intellectual property assets.
How the Dispute Began
The legal battle started when Bisleri alleged that Aquapeya's bottled water packaging closely resembled its own branding and visual identity.
According to reports, Bisleri claimed that Aquapeya's products used packaging elements that were deceptively similar to those associated with Bisleri, including:
- Label design
- Color schemes
- Packaging appearance
- Overall brand presentation
Bisleri argued that these similarities could confuse consumers and create the impression that the products were associated with or endorsed by Bisleri.
Understanding Trade Dress
One of the key concepts in this dispute is trade dress.
Trade dress refers to the overall visual appearance of a product or its packaging that helps consumers identify the source of the product. It may include:
- Packaging design
- Color combinations
- Layout and graphics
- Product shape
- Overall visual presentation
Even when a company does not copy a brand name directly, it may still face legal challenges if its packaging creates a similar commercial impression in the minds of consumers.
Bisleri's Legal Claims
Bisleri reportedly brought multiple intellectual property claims against Aquapeya.
1. Trademark Infringement
Trademark infringement occurs when a business uses branding elements that are likely to cause confusion among consumers regarding the source or identity of a product.
Bisleri argued that Aquapeya's branding could mislead customers into believing there was a connection between the two companies.
2. Copyright Infringement
Packaging often contains creative and artistic elements that may be protected by copyright law.
Bisleri claimed that certain visual aspects of Aquapeya's packaging infringed upon its copyrighted works.
3. Passing Off
Passing off is a legal remedy designed to protect a business's reputation and goodwill.
It applies when one party presents its products in a way that could lead consumers to believe they are associated with another established brand.
Bisleri alleged that Aquapeya's packaging and branding strategy amounted to passing off by benefiting from the goodwill associated with the Bisleri brand.
The Shark Tank India Connection
The dispute attracted even more attention because of Aquapeya's appearance on Shark Tank India.
Media reports indicated that statements made by the founders regarding branding strategies and market positioning were referenced during legal proceedings. This aspect of the case generated considerable discussion within the startup ecosystem and among branding professionals.
As a result, the dispute became more than just a trademark case—it evolved into a broader conversation about competitive branding practices in emerging businesses.
The Bombay High Court's Interim Order
In 2025, the Bombay High Court reportedly granted an interim injunction in favor of Bisleri.
An interim injunction is a temporary court order issued before a final judgment is reached. Such orders are intended to preserve the status quo and prevent potential harm while the case continues.
According to reports, the court temporarily restrained Aquapeya from manufacturing, packaging, marketing, distributing, or selling bottled water products under the disputed branding during the pendency of the proceedings.
Does the Interim Order Mean Aquapeya Lost the Case?
No.
An interim injunction is not the same as a final judgment.
The purpose of an interim order is to provide temporary relief while the court examines the evidence and legal arguments in greater detail. A final decision can only be made after the completion of the legal process.
Therefore, the interim order should not be interpreted as a final determination of liability.
Key Lessons for Startups and Entrepreneurs
1. Build a Distinct Brand Identity
While businesses often study successful competitors, creating a unique brand identity is essential to avoid legal disputes and establish long-term market credibility.
2. Conduct Intellectual Property Checks Early
Before launching products, companies should perform trademark searches and seek legal advice regarding packaging and branding decisions.
3. Packaging Matters
Brand names are not the only protected assets. Packaging design, colors, layouts, and overall presentation can also become the subject of intellectual property disputes.
4. Public Statements Can Have Legal Consequences
Comments made in interviews, investor pitches, television appearances, and public forums may later be examined in legal proceedings.
5. Reputation Is a Valuable Asset
Businesses spend years building consumer trust. Courts often take allegations involving brand confusion and consumer deception seriously because they can affect both businesses and consumers.
Conclusion
The Aquapeya vs Bisleri dispute has become one of the most discussed branding and intellectual property cases in India's consumer goods sector. It highlights the importance of protecting brand identity while demonstrating the legal risks associated with adopting branding strategies that closely resemble established market leaders.
Regardless of the final outcome, the case serves as an important reminder for entrepreneurs: success is not only about creating a great product but also about building a distinctive brand that stands on its own.
In today's competitive marketplace, originality, legal compliance, and strong intellectual property practices are just as important as innovation and growth.
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