24th October, 2024 | FICCI, Federation House, New Delhi
Consumers are a vital part of any ecosystem, playing a crucial role in the development of a nation. The proliferation of counterfeit goods undermines consumer trust and significantly hampers the ability of legitimate businesses to compete on a level playing field. This creates an unfair market environment. Moreover, the trade in counterfeit goods poses serious risks to consumer safety and well-being, further complicating efforts to ensure a healthy, thriving economy.
To address this critical issue, FICCI CASCADE, in collaboration with Amazon, organized a seminar aimed at raising awareness about the detrimental effects of counterfeiting. The seminar emphasized on fostering partnership and cooperation among various stakeholders in the fight against counterfeit goods. The discussions underscored the importance of consumer trust, sharing best practices and addressing the challenges faced in protecting brands, particularly in the digital space.
During the inaugural session, Mr. B. Shankar Jaiswal, Joint Commissioner of Police (Tech, Cyber & Licensing), Delhi Police, highlighted how artificial intelligence has become a game-changer in recent years. AI is no longer just a tool, but a powerful resource enabling both brands and consumers to quickly identify threats and verify product authenticity. Illicit trade, including counterfeiting and smuggling, remains a complex global issue, with an estimated annual cost of $1.8 trillion.
Mr. Jaiswal emphasized that the police play a critical role in protecting brands, acting as the frontline defense against counterfeiting and criminal networks. Through proactive investigations, they help safeguard businesses, protect consumers, and uphold the integrity of the marketplace.
While delivering the welcome address, Mr. Deep Chand, Former Special Commissioner of Police, New Delhi & Advisor, FICCI CASCADE accentuated that the rapid expansion of online marketplaces has opened new pathways for counterfeiters and smugglers to infiltrate global supply chains, posing serious threats to both businesses and consumers. From children’s toys to essential medical supplies, consumers are increasingly vulnerable to unsafe and counterfeit products. This troubling trend highlights the urgent need for stronger regulatory frameworks and more effective enforcement to protect public safety and preserve brand integrity.
Ms. Katharine Lister, Director of Worldwide Customer Trust External Relations at Amazon, highlighted that through initiatives like the Mission GraHAQ campaign, Amazon has reached nearly 3 million people, educating them on safe online shopping practices and the dangers of counterfeit goods. She emphasized that collaboration between the private sector, customs agencies, and law enforcement is necessary in intercepting counterfeiters early in the supply chain and preventing their products from crossing borders.
Mr. Suvashis Choudhary, Former Joint Commissioner of Delhi Police and Chief Security Commissioner of Delhi Metro Rail Corporation, as well as a Think Tank Member of FICCI CASCADE, shared his insights on the importance of strengthening collaboration with enforcement agencies to more effectively address the challenges of global trade and counterfeiting. He emphasized that collective efforts, supported by targeted workshops, are crucial for driving meaningful change and creating a lasting, positive impact in the fight against illicit trade.
Mr. Sumit Kapoor, Brand Protection Strategic Partnership Manager, Amazon APAC mentioned that having witnessed three decades of India’s transformation, our country’s journey reflects significant changes in the social landscape, advancements in ecology and infrastructure, and the dynamic growth of our regulatory and judicial systems. These developments have laid the foundation for more robust strategies in brand protection and counterfeit prevention.
The seminar featured a Panel Discussion on “Best Practices and Challenges in Brand Protection.” Panellist, Mr. Ameet Dutta, Co-Chair- IP Committee and Partner at Saikrishna & Associates, shared his insights, stating that while counterfeiting has traditionally been a physical issue, the growth of e- commerce has prompted the development of a structured system to address digital infringement. He noted that the rise of online marketplaces has led to the creation of an institutionalized network focused on quickly removing infringing products, marking a significant shift in our approach to brand protection.
Mr. Arindom Hazarika, Senior Counsel, Trademarks & Brand Protection, South Asia emphasized that effective brand protection enforcement must address both online and offline platforms. He pointed out that the complexity of online transactions creates significant challenges in identifying and assessing counterfeit products. Mr. Hazarika stressed the importance of collaboration and raising awareness about illicit trade, particularly among small businesses. Empowering these businesses with the knowledge and tools they need is essential to collectively combat counterfeiting in our markets.
Ms. Swarnika Rawat, Brand Protection Unit Operations – Lead, Beiersdorf shed light on the importance of educating and training sales teams and on-ground employees to recognize suspicious activities. This proactive approach strengthens the fight against counterfeiting and smuggling. She highlighted that effective brand protection requires a holistic strategy, combining vigilant monitoring of both online and offline markets to stay ahead of the ever-evolving landscape of infringement.
Mr. Pavan Duggal, Advocate, Supreme Court of India, Expert Authority in Cyberlaw, Cyber Security Law & Emerging Tech Law engaged in a fireside chat with Ms. Katharine Lister, Director of Worldwide Customer Trust External Relations, Amazon. The discussion highlighted the vital importance of transparency and authenticity in fostering lasting relationships with consumers. Both experts underlined that when businesses prioritize transparency and ensure the integrity of their products and services, they not only build consumer trust but also enhance brand loyalty. By embracing these values, companies can effectively combat the challenges of counterfeit goods and create a more secure and reliable marketplace for their customers.
The seminar also featured a panel discussion on “The Power of Collaboration: Strategies to Combat Counterfeiting.” During the discussion, Mr. John Cabeca, U.S. IP Counsellor for South Asia, U.S. Patent and Trademark Office (USPTO), American Embassy stated that counterfeit products not only damage brand integrity but also pose serious risks to public safety, making it imperative that brand protection should be considered as a matter of public welfare in the fight against smuggling and illicit trade. To effectively combat the growing menace of counterfeiting, Mr. Cabeca highlighted the need for intentional collaboration between governments and industries, sharing best practices to protect markets and consumers from illicit trade.
Mr. Anuj Bedi, Senior Counsel Brand Protection Indian sub-continent and Middle East, Puma Sports India Pvt Ltd shared his perspective that the battle against counterfeiting is not limited to one domain, it’s essential to integrate strategies that address both online threats and offline realities to safeguard brand integrity. Collaboration across online and offline platforms is needed to effectively challenge counterfeiting and make a greater impact on brand protection.
Ms. Atika Prasad, Intellectual Property Attorney, Wahl Clipper Corporation opined that in the battle against illicit trade, understanding the evolving nature of counterfeit products is vital for effective protection. She stressed the importance of leveraging technology to combat counterfeiting, advocating for the use of authentication methods such as holograms and QR codes on packaging. These tools, are not just innovations but essential defences that help distinguish genuine products from illicit fakes, playing a key role in safeguarding both businesses and consumers from the dangers of counterfeit goods.
Ms. Mrunmaiy Abroal, Head of External Relations, Customer Trust, Amazon India delivered the vote of thanks and highlighted that counterfeiting is a challenge that demands a unified approach. She emphasized that fostering collaboration across various sectors and sharing best practices can drive innovation and effectively address this growing threat.
Over the years, CASCADE has consistently been at the forefront of addressing the multifaceted challenges posed by trade in smuggled, counterfeit, and pass-off goods. Through its proactive approach, CASCADE has brought together stakeholders from across industries, government, and law enforcement to tackle the widespread implications of these illegal activities on the economy and society. By raising awareness through campaigns, facilitating knowledge sharing, and driving legislative advocacy, the community has played a crucial role in highlighting the economic losses, health risks, and security threats associated with illicit trade.
The seminar garnered an enthusiastic response, with over 200 delegates participating in insightful discussions and sharing perspectives on addressing the challenges of counterfeiting and illicit trade.
