Tata Group-owned Indian Hotels Company (IHCL) on Monday announced that it has secured trademark registration for the ‘Taj’ sonic sound, marking the first sound mark registration for a brand in India’s hospitality sector. The registration legally protects the iconic Taj brand’s distinctive sonic identity as a trademark, with IHCL stating that it recognises sound as a core brand asset for the country’s largest hospitality company. ADVERTISEMENTWith the marketplace becoming increasingly experience-driven, sonic branding is playing a growing role in shaping emotional memory and strengthening consumer recall beyond traditional visual cues. As hospitality brands expand into immersive, multi-sensory experiences, sound has emerged as a key touchpoint for building trust, familiarity and emotional resonance with guests. This sound mark registration reinforces our position as a pioneer in brand protection, reflecting a forward-looking approach to intellectual property that aligns with the evolving ways in which guests engage with and connect with our brands."

Source: The Telegraph January 12, 2026 10:22 UTC