Abstract
The interplay between trademark licensing and consumer protection under the Consumer Protection Act, 2019 (CPA 2019) presents practical and doctrinal challenges. This study evaluates how licensing arrangements, while enabling brand expansion, can compromise consumer rights if quality control is inadequate. The CPA 2019 emphasises transparency, accountability, and consumer welfare, creating obligations for manufacturers and product sellers and defining exposure for licensors where their control over design, labelling, advertising, or warranties is material. Using statutory analysis, case law, and regulatory guidance, we examine the risks of consumer confusion, deceptive advertising, and liability allocation in licensing relationships. Landmark Indian decisions (e.g., Hawkins Cookers; Gujarat Bottling) insist on a continuing connection between the proprietor and the goods. We also outline governance measures—contractual quality standards, audit and approval rights, recall coordination, and e-commerce oversight— and map the role of the Central Consumer Protection Authority (CCPA). By identifying gaps and proposing implementable controls, we show how licensors can integrate compliance into licensing frameworks so that brand growth does not come at the expense of consumer protection and brand equity.
Keywords: Central Consumer Protection Authority, Consumer Protection, Enforcement Mechanisms, Owners’ Rights, Trademark Licensing.