K. R. CHINNA KRISHNA CHETTIAR vs SRI AMBAL & CO., MADRAS & ANR.

The Supreme Court held that under Section 12(1) of the Trade and Merchandise Marks Act, 1958, the marks 'Sri Andal' and 'Sri Ambal' are deceptively similar in sound, despite visual dissimilarity. The Court emphasized that the likelihood of confusion among consumers is determined by auditory resemblance, not solely visual comparison. The concurrent findings of the lower courts were upheld, establishing that the appellant's mark could not be registered due to the risk of deception.