India Sweets and Spices - Trademark Dilution

I'm pretty flabbergasted by the gall of SK Global Entertainment (known for the critically acclaimed film Crazy Rich Asians) and Creative Artists Agency (known for representing Hollywood's top talent including Tom Cruise and George Clooney) in allowing the trademark infringing title India Sweets and Spices to continue without so much as a comment or word despite emails and numerous social media posts from me on this issue. It's one thing to be a naive indie filmmaker but when you have the backing of Hollywood suits, there's no longer an excuse for ignorance

If the filmmaker truly desires to be representative and appreciative of the Indian culture and people, not undermining an over thirty year Indian family business for her film would probably be a better start.

My grandfather and father, Kumar Jawa, at the first India Sweets & Spices in Culver City, CA (left).
Filmmaker Geeta Malik at Ashkar Grocery in Lilburn, GA (right).

The fact of the matter is my family, the Jawa family, opened India Sweets & Spices in Culver City, California in 1984. We trademarked the name and continue to hold the trademark on the name to this day. Geeta Malik, a UCLA alumnus, and SK Global Entertainment, based in Santa Monica, clearly knew of our established presence over these many decades in Southern California and decided, since the goodwill and name was already well established, let's rip it from them and slap it on our movie.  No one spoke to me or any of my family members about permission or licensing to use the name, the film was not even shot at one of the India Sweets & Spices locations so we had no knowledge of this film prior to publicity regarding it's 2021 Tribeca release. They've since gained top tier representation for the distribution of their film from Creative Artists Agency so truly Hollywood giants have conspired here against a small family business.

A screenshot from India Sweets and Spices
with an insert of the actual location's exterior

I had the pleasure of speaking with Gene Maddaus at Variety regarding this issue on June 8th, for once it felt like the little guy is being heard in the face of corporate disregard. But, as of this date, I've seen no sign of an article or even a blurb about this trademark theft in any Variety reporting. 

UPDATED: Variety Article - June 23rd, 2021

The apparent effects of this trademark infringement is the removal of our Info Panel listing from Google Search when searching for "india sweets and spices." Now in the results you get a prominent Info Panel for India Sweets and Spices (the film) and top results are the various news articles of this trademark infringing product.

Before its removal, our India Sweets & Spices listing on Google
would get many customer pictures with thousands of views each.

My expectation is that Geeta Malik, SK Global Entertainment, and/or Creative Artists Agency would show some decency and conscience by changing the title of the film before it is distributed beyond 2021's Tribeca Film Festival. If the filmmaker truly desires to be representative and appreciative of the Indian culture and people, not undermining an over thirty year Indian family business for her film would probably be a better start.

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