New Delhi: Amazon's India unit has been directed by the Delhi High Court to pay Rs 339.25 crore in damages to luxury fashion brand Beverly Hills Polo Club (BHPC) for trademark infringement.

The court found that Amazon’s private label, 'Amazon Technologies,' had sold clothing with an identical logo at significantly lower prices, violating BHPC’s intellectual property rights.

Justice Prathiba M. Singh, presiding over the case, criticised Amazon for employing a "deliberate strategy of obfuscation," attempting to shift liability by assuming multiple roles—intermediary, retailer, and brand owner.

She noted that Amazon was fully aware of BHPC's exclusive rights, having been involved in similar legal disputes in multiple jurisdictions, including the UK.

The court also imposed a "permanent injunction" against the e-commerce giant.

The lawsuit, filed by Lifestyle Equities—the owner of the BHPC trademark—in 2020, alleged that Amazon Technologies had priced its products at just 10% of BHPC’s premium offerings, misleading consumers.

BHPC’s polo player logo, symbolising luxury and the sport of polo, is registered in at least 91 countries, including India, the US, and the UK.

The brand has been present in the Indian market since 2002.

Amazon has faced similar trademark infringement claims before.

In 2019, Lifestyle Equities pursued legal action against the company in London.

Last year, Amazon lost an appeal against a UK ruling that found it had violated trademarks by marketing US-listed BHPC products to British consumers.