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DiDi and Keeta Engage in Legal Battle Over Trademark and Competition in Brazil
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SAO PAULO (Reuters) – A Brazilian subsidiary of Chinese ride-hailing company DiDi Global has filed a lawsuit against its Chinese competitor, Keeta, in a Sao Paulo court alleging trademark infringement and unfair competition, according to court documents reviewed by Reuters. This legal action follows a similar suit filed by Keeta against DiDi’s Brazilian unit, 99, alleging that 99Food, its food delivery app, was attempting to restrict restaurants from partnering with multiple delivery platforms.
Trademark Dispute and Allegations of Imitation
In the lawsuit filed on Monday, 99 accused Keeta, owned by Chinese delivery giant Meituan, of intentionally mimicking its platform’s colors, graphics, and font to rapidly gain traction in the Brazilian market. The lawsuit asserts that these visual similarities are designed to create confusion among consumers and allow Keeta to benefit from 99’s established reputation and success, requesting the court to order Keeta to change its logo. [[1]]
Did You Know? The Brazilian market is becoming increasingly competitive in the ride-hailing and food delivery sectors, with several international and local players vying for market share.
Keeta’s response and Counterclaims
Keeta responded to the lawsuit with a statement to Reuters, asserting that its logo and color scheme have been associated with its parent company, Meituan, for over 14 years and with Keeta itself for the past three years. 99 declined to comment on the matter.
This dispute highlights the challenges faced by companies entering new markets and the importance of establishing a distinct brand identity.
The Competitive Landscape in Brazil
Brazil represents a meaningful market for ride-hailing and delivery services, with a large population and increasing smartphone penetration. [[2]] DiDi, through its 99 subsidiary, has established a strong presence in the country, offering both ride-hailing and food delivery services. Keeta’s entry into the market signals a further intensification of competition. [[3]]
Is the Brazilian market large enough to support multiple major players in the ride-hailing and food delivery space, or will consolidation be inevitable?
Key Details of the Legal Dispute
| Plaintiff | Defendant | Allegation | Court |
|---|---|---|---|
| 99 (DiDi Global’s Brazilian Unit) | Keeta (Owned by Meituan) | Trademark Infringement & Unfair Competition | Sao Paulo Court |
Pro Tip: When launching a new brand in a competitive market, it’s crucial to conduct thorough trademark searches and ensure your branding is sufficiently distinct to avoid legal challenges.
This legal battle between DiDi and Keeta is a reminder of the importance of protecting intellectual property and maintaining fair competition in the rapidly evolving technology sector.