India’s toilet care category has grown exponentially in recent years, driven by rising hygiene awareness and infrastructure development in rural and semi-urban markets. One of the category’s biggest success stories is a market leader that disrupted traditional cleaning products with a revolutionary design and formulation—earning consumer trust with its “99.9% germ kill” promise.
By 2020, the brand had penetrated over 100 million Indian homes. But with popularity came vulnerability—not to cheap fakes, but to an emerging and often overlooked threat: copyright infringement.
The brand’s widespread recognition made it a prime target for bad actors who copied its:
These imitators didn’t reproduce the original product formula—but they closely mimicked the visual identity and creative assets, infringing on the brand’s intellectual property and misleading consumers. The result was confusion, erosion of trust, and complaints about “your product not working,” even when the product in question wasn’t theirs.
This wasn’t traditional counterfeiting—it was copyright infringement at scale, threatening brand equity, consumer safety, and regulatory standing.
The brand’s reach into remote and semi-urban areas added another layer of complexity. These markets often lack easy access to verification tools or awareness of brand guidelines. As a result, infringed packaging went undetected by the end customer and even by some distributors—making enforcement and consumer education more difficult. Traditional anti-infringement measures like holograms or QR codes had limitations:
To combat this evolving threat, the brand partnered with Ennoventure, integrating its patented, invisible cryptographic signature directly into the packaging artwork.
Given the product’s rural reach, the brand prioritized a solution that required no hardware, no training, and no friction. Ennoventure’s technology fit perfectly into this vision. A national awareness campaign featuring a leading Bollywood actor helped educate customers on how to verify the product and recognize infringed packaging.
In high-visibility markets like toilet care, copyright infringement can be as damaging as counterfeit goods. Imitation of packaging, taglines, and creative identity not only steals brand equity—it confuses customers and damages trust.
By embedding invisible IP protection at the design level, this pioneering brand turned its visual identity into a source of defensible growth. With Ennoventure’s help, it didn’t just defend its legacy—it made copyright protection a cornerstone of its go-to-market strategy.
