Taj Hotels has set new legal precedents in protecting its brand by successfully attaining trademark registration for a “sound” identity; it is the first Indian hospitality brand to accomplish such a feat. Sound marks now join the ranks of conventional brand elements as part of the audio branding landscape.
On January 7, 2026, the Indian Hotels Company Limited (IHCL), the hospitality arm of the Tata Group, received a trademark registration for the Taj “sonic sound.” This sound mark constitutes a legal protection for the specific arrangement of musical notes associated with the Taj brand across its offerings and contact points. This registration establishes Taj Hotels as the first Indian hospitality brand to attain a registered sound mark and demonstrates the increasing significance of sensory branding within the hotel industry's experience-based model.
The registered sound mark consists of a sequence of musical notes written in D major and composed at a specified tempo and rhythm to construct a distinct auditory signature. The result is that this sound now has legal status, conferring upon IHCL exclusive rights to utilise the Taj sonic sound without fear of infringement.
A sound mark is one of many trademarks where sound indicates the source of a product or service. However, unlike a word mark or logo mark that identifies a product based on visual representation (such as artwork, writing, or design), the sound component of a mark identifies a company’s brand through auditory means. A sound mark also functions in a fashion very similar to traditional marks under trademark law; therefore, if there is a sufficiently distinctive quality to a sound mark, it may serve to indicate the origin of goods/services.
There are several examples of non-conventional trademarks that take the form of sound marks, such as jingles, tones, musical sequences, and audio logos. For a sound to qualify for registration as a trademark, it must be sufficiently distinctive to allow customers/consumers to associate it with a specific company; thus, the mark must be recognisable. In addition, to be registered as a sound mark, the sound must have an identifiable graphical representation of some type, typically composed of musical notes or other descriptive representations.
By registering a sound mark, a business can legally protect its audio branding assets and grant its business exclusive rights to use the sounds associated with that brand. In today’s world, where companies compete for consumer engagement through various sensory experiences (including audio), sound branding is as important to establishing a company’s identity as visual logos are. As such, when a company registers its sound marks, it will prevent any other company from making use of audio that is either identical to, or likely to confuse consumers into believing it is identical to, the company’s registered sound mark.
In India, the legal framework for sound mark registration was clarified through amendments to the Trade Marks Rules in 2017, which set out specific procedures and requirements, including submission of an MP3 file and a written and graphical description of the sound.
The sound marks that have been trademarked in various countries also include many of the most successful brand names around the world. The most notable examples are the Intel “chime” sound, the MGM lion’s roar, and the Netflix “tu-dum,” which have all been recognised as registered trademarks. All of these sounds are strongly associated with their respective businesses by consumers.
Interestingly, India has experienced limited activity in this area with regard to registering sound marks. The first sound mark to be registered in India was the Yahoo! yodel, which was done in 2008. In addition, Indian companies have also registered their corporate jingles as sound marks (for example, the jingle of ICICI Bank). Other instances of registered sound marks include musical sequences used by consumer brands that have established a level of “secondary meaning” in the minds of the public. As a result, there are not as many registered sound marks in India compared to some other countries where there is more activity involving this type of trademark.
What is a sound mark in trademark law?
A sound mark is a trademark where a specific sound identifies the source of a product or service instead of a visual logo or wordmark.
Why is Taj Hotels’ sound mark significant?
Taj Hotels is the first Indian hospitality brand to register a sound mark, setting a legal and branding precedent in the sector.
How can a sound be registered as a trademark in India?
In India, sound marks require submission of an MP3 file along with written and graphical representation under the Trade Marks Rules, 2017.
Why do brands invest in sound branding?
Sound branding helps create emotional recall, strengthens brand identity, and protects unique audio assets from imitation or misuse.
What are some famous sound marks globally?
Well-known sound marks include the Intel chime, Netflix “tu-dum”, MGM lion’s roar, and the Yahoo! yodel.