KUALA LUMPUR (March 16): Chatime Malaysia Sdn Bhd has yesterday issued a legal letter to Loob Holding Sdn Bhd for alleged misrepresentation and defamation on Chatime implying that the brand had been replaced and renamed as Tealive.

This is following headlines on Loob Holding's official website that allegedly falsely indicate that Chatime was renamed as Tealive.

In a statement today, Chatime said this was done through headlines on the Loob Holding's official website, particularly two headlines — "Chatime renamed as Tealive" and "Tealive replaced Chatime".

"We have given them a considerably long grace period of one year to rectify the issue, unfortunately Loob Holding's official website still holds that the two headlines which reads as 'Chatime renamed to Tealive' and 'Tealive ganti Chatime', with a new headline that reads 'Tealive replaced Chatime'," said Chatime Malaysia group managing director Aliza Ali.

Aliza added that this was published as recent as February 2018, all of which have led the public to believe that Chatime has ceased to exist as a result.

Chatime Malaysia executive director Widayu Latiff commented that these misleading statements from Loob Holding have cost Chatime its goodwill and brand.

"We felt obliged to address the confusions and safeguard Chatime's reputation in both Malaysia, as well as at an international level," said Widayu.

A year after taking over Chatime market in Malaysia as its master franchisee, Aliza said it is now taking on necessary steps to protect the brand which may include legal proceedings.