Hitler store not a hit

In the Indian town of Ahmedabad, the community has been startled by the opening of a new clothing outlet. Why? Because of its name: Hitler.

The shop owners were, as they say, amazed by negative reactions. According to them the name is not objectionable.

Owner Rajesh Shah explains: “We had put up a cloth banner for over a month saying ‘Hitler opening shortly’, no one objected to the name then. Hitler was a nickname given to my business partner Manish Chandani’s grandfather because of his strict nature. Frankly, till the time we applied for the trademark permission, I had only heard that Hitler was a strict man. It was only recently that we read about Hitler on the internet. We have spent Rs 40,000 on the banner, couple of other thousand on visiting cards and branding activity. We have run out of money now. We are willing to change the name if we are compensated for the board.”

In many countries, a trademark application for ‘Hitler’ will most definitely be refused (see our earlier post on a similar ‘trademark mistake’ here). But the use, that’s a different story. Painful, unnecessary, but not forbidden per se. Although it seems hard to believe that they didn’t know about Hitler. MarkMatters.com thinks that the “Wir haben es nicht gewußt“-card does not play here.

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