FT's advert in the Hindustan Times

A new battlefront has opened in the long war between the Financial Times and The Times of India over the use of the FT's trademarked name.

The launch by the Times (TOI) of a new supplement called the Financial Times has prompted the FT's chief executive, John Ridding, to hit back with a full-page advert in another newspaper.

The ad in today's Hindustan Times, under the FT's familiar masthead, is headlined: "A message to readers in India from the CEO of the Financial Times". It then carries a quote from Ridding:

"The Financial Times would like to make it clear that the internationally renowned 'Financial Times' newspaper is not in any way associated with the Indian title of the same name, published by Times Publishing House (TPH), part of Bennett, Coleman & Co."

TOI has been using the FT's name for almost 18 years but, after a legal fight, has been required to carry a disclaimer stating that it was "not in arrangement with Financial Times, London". That disclaimer is missing from the new supplement.

It was thought that the war had been largely settled in a court ruling in May this year. Though a second court hearing is due in October, this fresh twist has taken the FT and its owner, Pearson, somewhat by surprise.

Khozem Merchant, president of Pearson India, said it was important to avoid confusion for readers. "What sets us apart is not only the quality of our journalism but the fact that we are distinguished because of our print, online and award-winning apps," he said.

The FT has a content-sharing agreement with the Indian Express, which has led to TOI suing the Express in order to stop it from using "FT" or "Financial Times" in its paper. The matter is pending in the Bangalore high court.

Sources: Sans Serif/Hindustan Times/live.mint/Indian Kanoon