Delhi High Court Orders Takedown of Unauthorised Merchandise Using NTR Junior’s Name

Delhi High Court Orders Takedown of Unauthorised Merchandise Using NTR Junior’s Name

Introduction

In a significant decision on personality rights and e-commerce liability, the Delhi High Court has restrained multiple merchandise sellers and online marketplaces from selling unauthorised products using the name and likeness of actor Nandamuri Taraka Rama Rao Junior, popularly known as NTR Junior. The Court reaffirmed that celebrity status in India carries with it enforceable proprietary rights over one’s personality and identity.

Factual Background

NTR Junior, a leading film actor with a substantial fan base across India, approached the Court complaining of unauthorised merchandise being sold in his name. The products, marketed through various online platforms, allegedly used his name, image, and likeness without consent for commercial gain. The actor contended that such unauthorised exploitation amounted to a violation of his personality rights and resulted in reputational and commercial harm.

Procedural Background

The suit was filed before the Delhi High Court against various merchandise sellers as well as John Doe defendants. Major e-commerce platforms including Amazon, Meesho, Flipkart, and Shopsy were also arrayed as parties due to their role in facilitating the sale of the infringing merchandise. The matter came up before Justice Manmeet Pritam Singh Arora for consideration of interim relief.

Issues

1. Whether a celebrity’s name, image, and likeness are protectable under personality rights.

2. Whether third parties can commercially exploit such attributes without authorisation.

3. Whether e-commerce platforms can claim safe harbour and adopt a passive role despite receiving specific complaints of rights infringement.

Contentions of the Parties

Plaintiff: It was submitted that the plaintiff is a well-known public figure whose name and likeness carry substantial commercial value. It was argued that unauthorised use of these attributes for selling merchandise constitutes a clear violation of personality rights and unjust enrichment at the cost of the celebrity.

The plaintiff also challenged the stance of e-commerce platforms that they could not act without a court order, despite receiving specific complaints.

Defendants: The e-commerce platforms broadly contended that they function as intermediaries and cannot be held liable for infringing acts of third-party sellers unless directed by a court. They invoked safe harbour protections and claimed limited control over listings uploaded by independent resellers.

Reasoning and Analysis

Justice Manmeet Pritam Singh Arora recognised that NTR Junior is a well-known face in India and enjoys celebrity status. The Court held that such status inherently grants proprietary rights over one’s personality and associated attributes. It observed that a celebrity’s name, likeness, and image are protectable elements of personality rights, and any unauthorised commercial use thereof is impermissible.

The Court took a critical view of the “hands-off” approach adopted by e-commerce platforms. It held that once a specific complaint alleging infringement of personality rights is made, online marketplaces cannot continue to facilitate such sales under the guise of intermediary protection. According to the Court, routinely claiming safe harbour while continuing to profit from infringing listings undermines the enforcement of intellectual and personality rights in the digital marketplace.

Decision

The Delhi High Court directed the immediate takedown of infringing links and ordered e-commerce platforms to delist unauthorised merchandise violating NTR Junior’s personality rights. The Court further directed the platforms to place on record their internal policies governing complaints related to trademark infringement, copyright violations, unauthorised use of image and likeness, and sale of infringing merchandise. The matter has been listed for further hearing on May 19, 2026.

In this case the plaintiff was represented by Mr. J. Sai Deepak, Sr. Adv., Dr. Alka Dahar, Mr. Shiv Verma, Mr. B. Sidhi Pramodh Rayudu, Ms. Purnima Vashishtha, Mr. Varun Sharma, Ms. Khushi Jain and Ms. Pankhudi Tripathi, Advocates.