Trademarking Tradition: The Jagannath Temple's Quest to Protect Sacred Heritage

The Shree Jagannath Temple Administration (SJTA), Puri, has recently applied for trademark registration for certain names and symbols associated with the historic Jagannath Temple under the Trade Marks Act, 1999 (hereinafter “Trade Marks Act”). The development has attracted attention as an example of how India's trademark system can be used to protect institutional identifiers connected with religious and cultural establishments.

In June 2026, the Trade Marks Registry accepted and advertised trademark applications for the word marks "Ananda Bajara" and "Patitapabana", along with the official Nilachakra logo of the SJTA. These are the first accepted trademark applications out of 29 trademark applications filed by the temple administration for various names, symbols and identifiers associated with the temple and its administration. According to the SJTA, the remaining applications are currently under examination before the Trade Marks Registry after the Registry sought additional documents and clarifications.

The Accpted Marks

Each of the accepted marks has a long-standing association with the Jagannath Temple. Ananda Bajara is the designated area within the temple complex where devotees receive and partake of the temple's Mahaprasad. It has traditionally formed an integral part of the temple's religious and cultural practices. Patitapabana refers to the sacred form of Lord Jagannath installed near the Singhadwara (Lion Gate), allowing devotees who are unable to enter the temple to offer prayers from outside. The Nilachakra logo represents the sacred Nilachakra, the eight-spoked metallic wheel mounted on the temple's main spire, and serves as the official emblem of the Shree Jagannath Temple Administration.

Purpose of the Trademark Applications

According to the SJTA, the applications were filed to obtain statutory protection for names and symbols closely associated with the temple's administration and traditions. The initiative followed concerns regarding the unauthorised use of certain temple-related identifiers by individuals and commercial entities. To address this, the Temple Managing Committee authorised the filing of trademark applications before the Trade Marks Registry.

Besides the three accepted marks, the SJTA has also applied for protection of several other identifiers, including "Jagannath Dham," "Srimandir," "Shreekshetra," "Purushottam Kshetra," "Mahaprasad," and other temple-related expressions. These applications continue to undergo examination in accordance with the procedure prescribed under the Trade Marks Act, 1999.

Trademark Protection Under Indian Law

The Trade Marks Act permits the registration of words, names, logos, devices and other distinctive signs that identify the source of particular goods or services. The legislation does not restrict religious or charitable institutions from applying for trademark registration. Like any other Applicant, such institutions must satisfy the statutory requirements relating to registrability and distinctiveness. Upon registration, the proprietor acquires statutory rights over the registered mark in relation to the goods and services covered by the registration. It also enables the registered proprietor to take appropriate legal action against unauthorised use in accordance with the provisions of the Act.

Word Marks and Device Marks

The acceptances granted to the SJTA include both word marks and a device mark. The trademark applications for "Ananda Bajara" and "Patitapabana" protect the textual expressions of these names as word marks, whereas the trademark application of the Nilachakra logo protects its graphical representation as a device mark. Under Indian trademark law, each application is examined independently on the basis of the nature of the mark and the statutory requirements applicable to its registration.

Conclusion

The recent trademark applications filed by the Shree Jagannath Temple Administration mark an important development in the protection of institutional identifiers under Indian trademark law. While three applications have successfully been accepted and advertised in the Trade Marks Journal, the remaining applications continue to be examined by the Trade Marks Registry in accordance with the Trade Marks Act, 1999. The initiative demonstrates the use of the trademark registration system to protect names and symbols associated with an established religious institution through the statutory framework provided under Indian intellectual property law.

This article has been authored by Ms. Bhumi Patel, Intern at Intellect Goodwill LLP, as part of our ongoing IP Awareness Series - Intellect Insights, aimed at simplifying complex intellectual property concepts for entrepreneurs, creators, and businesses.

The views expressed in this article are for informational purposes only and do not constitute legal advice. The content reflects the personal analysis of the author and not necessarily the views of Intellect Goodwill LLP.

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