Articles of Association (AOA) of a Company in India: Meaning and Importance

Product Mark

A product mark is a kind of trademark used exclusively on goods, helping consumers identify the origin of the product and ensuring its authenticity. It plays a crucial role in distinguishing one business's goods from another, contributing to brand recognition and reputation.

Product marks fall under trademark classes 1 to 34, which categorise various types of goods, including chemicals, machinery, and textiles. For example, the "Nike" logo on shoes is a product mark that signifies the brand's origin and quality. 

Service Mark

A service mark is a trademark used to distinguish one business's services from those offered by others. Unlike product marks, which apply to goods, service marks highlight the origin and quality of services, helping customers identify and trust a particular service provider.

These marks typically fall under trademark classes 35 to 45, covering various services such as advertising, financial services, and hospitality. For instance, the "Taj Hotels" emblem represents a service mark that signifies premium hospitality services. 

Collective Mark

A collective mark is a type of trademark used to identify goods or services offered by members of a group, association, or institution. It ensures that the products or services meet specific quality or ethical standards set by the organisation holding the mark.

These marks distinguish the collective efforts of a group rather than an individual business. For example, the Chartered Accountant (CA) designation in India serves as a collective mark in trademark, representing professionals certified by the Institute of Chartered Accountants of India (ICAI).

Certification Mark

A certification mark is a symbol used to certify that a product meets specific standards related to origin, material, quality, or manufacturing methods. It guarantees that the certified product complies with established benchmarks, regardless of the owner’s business.

Certification mark examples include the "ISI" mark on electrical appliances and the "Agmark" label on food products in India, both of which assure consumers of quality and safety. Such marks are commonly found on food, electronics, and toys.

Shape Mark

A shape mark protects the distinctive shape of a product, enabling consumers to associate it with a specific brand. It ensures that unique designs contributing to a product's identity remain exclusive to the brand. For instance, the iconic contour shape of Coca-Cola bottles and the unique design of Fanta bottles are classic examples of shape marks that enhance brand recognition and trust.

Pattern Mark

A pattern mark protects distinctive designs or patterns used on a product to set it apart from competitors. To qualify, the pattern must be unique and easily recognisable—generic or common patterns are often rejected. For example, the well-known Burberry check pattern on their clothing and accessories is a classic pattern mark that helps identify the brand.

Demonstrating the uniqueness of the pattern is essential for successful registration, as it ensures the design remains exclusive to the brand, reinforcing its identity in the market.

Sound Mark

A sound mark is a unique audio signature linked to a product or service, allowing consumers to identify its origin through sound. It plays a significant role in branding, often used as an audio mnemonic in advertisements. A well-known example in India is the IPL tune, which instantly evokes recognition of the Indian Premier League.

Arbitrary and Fanciful Trademarks

Arbitrary and fanciful trademarks are distinct categories that stand out for their unique qualities. A fanciful mark is a made-up term or word with no prior meaning, making it highly distinctive and easy to register. For example, "Google" and "Kodak" are fanciful marks, as these words were coined specifically for the brands and have no inherent connection to their respective products.

On the other hand, an arbitrary mark uses a commonly known word but has no direct relation to the product or service it represents. "Apple," for instance, is an arbitrary mark since it’s a well-known word but doesn’t link directly to computers or electronics. 

Geographical Indications (GI)

A Geographical Indication (GI) is not a type of trademark but a separate form of intellectual property protection. It denotes a product’s specific geographic origin and assures consumers of its quality or reputation linked to that region. GIs help preserve the uniqueness of products tied to their location. For example, "Darjeeling Tea" and "Banarasi Silk" are GIs that signify the products’ origins and qualities unique to those regions.

How to Choose the Right Type of Trademark?

1. Assess the Nature of Your Product/Service
   
   Determine the characteristics and qualities of your product or service. Understanding its nature helps in choosing the appropriate trademark type. For instance, if your product has a unique shape or design, a shape mark could be suitable. If your service stands out for its quality or reputation, a service mark might be more fitting.

2. Focus on Branding Goals and Industry Standards

Consider your branding goals—whether you aim to build recognition, guarantee quality, or differentiate your offering. Also, take into account industry practices.

For instance, if you're part of a group or association, a collective mark might be more suitable, whereas a certification mark may be necessary for products requiring quality assurance. Ensure that the trademark aligns with your long-term branding strategy.

3. Consult a Trademark Expert if Necessary

If you are uncertain about which trademark suits your business, it’s advisable to consult a trademark expert. They can assess your product or service and guide you on the best trademark type based on legal requirements and market needs. This ensures that your trademark selection is legally sound and provides optimal protection.

Examples of Trademarks in Action

1. Food Industry
   
   Pepsi uses a product mark that consists of its distinctive logo, which is instantly recognisable by its red, white, and blue colour scheme. This trademark is essential in helping customers identify the Pepsi brand in a competitive market filled with various soft drink options. The product mark not only includes the logo but also the unique design of its packaging, ensuring that every Pepsi product stands out on store shelves.

2. Fashion Industry

Louis Vuitton has trademarked its iconic monogram pattern as a pattern mark. This pattern, featuring the “LV” logo repeated across their products, is instantly recognisable worldwide. The distinctive design appears on bags, luggage, and other luxury accessories, making it a signature of high-end fashion.

By using this pattern mark, Louis Vuitton differentiates itself from other brands and maintains its status in the luxury market, ensuring that customers associate the design with quality and exclusivity.

3. Technology Industry
   
   The name Microsoft is a suggestive mark. It combines “microcomputer” and “software,” hinting at its products (software for small computers) without explicitly describing them. Suggestive marks require consumers to make a mental connection between the name and the product or service.

This type of trademark is distinctive while maintaining a subtle association with the brand's offerings, making it a powerful branding tool in the technology sector.

4. Hospitality Industry
   
   Marriott International uses a service mark to represent its brand and distinguish its services in the hospitality industry. The service mark covers not only the name “Marriott” but also its reputation for providing high-quality customer service, luxury, and a wide range of hospitality offerings.
   

From hotels to resorts, Marriott’s service mark assures customers of a consistent experience, helping the brand stand out in the competitive world of hotels and travel.

Frequently Asked Questions

What is the valuation of a company?

Company valuation is the process of determining a business's financial worth or fair value. It is not just about looking at profits or assets- it’s about considering both financial and non-financial factors that influence the company’s value.

For example:

• Financial factors include revenue, profit margins, debt levels, and cash flows.
• Non-financial factors include brand reputation, customer base, intellectual property, and market potential.

A valuation helps stakeholders, founders, investors, lenders, or acquirers understand the true worth of a company for purposes like fundraising, mergers & acquisitions, taxation, or stock market investing.

How to calculate company valuation?

There is no single method to calculate company valuation. Instead, there are three primary approaches commonly used:

1. Income Approach

• Focuses on the company’s future earnings potential.
• The most common method here is the Discounted Cash Flow (DCF) model.
• DCF estimates the present value of future cash flows, adjusted using the Weighted Average Cost of Capital (WACC).
• Useful for startups and growing companies where future cash flows are expected to be significant.

2. Asset Approach

• Focuses on the net value of the company’s assets after deducting liabilities.
• Often called the Net Asset Value (NAV) method.
• Formula: NAV = (Fair Value of Total Assets – Total Liabilities).
• Suitable for asset-heavy businesses like real estate, manufacturing, or holding companies.

3. Market Approach

• Values a company by comparing it with similar businesses in the market.
• Uses multiples such as:
  
  
  • Price-to-Earnings (P/E) Ratio
  • Price-to-Sales (P/S) Ratio
  • Price-to-Book Value (PBV) Ratio
    
    
• Helps determine whether a company’s stock is undervalued or overvalued compared to peers.

Key metric: EBITDA (Earnings Before Interest, Tax, Depreciation, and Amortisation) is often used in valuation since it reflects a company’s operating performance without non-cash and non-operating costs.

Company Valuation Formula

There is no one universal formula for valuation- different methods use different formulas. Here are some of the most widely used:

1. Asset Approach (Net Asset Value)

NAV = Fair Value of Assets - Total Liabilities

Example: If a company has assets worth ₹100 crore and liabilities worth ₹40 crore, its NAV = ₹60 crore.

2. Income Approach (Discounted Cash Flow)

Where, 

CFt = Cash flow in year t

W ACC = Weighted Average Cost of Capital

t = Time period

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This gives the present value of all future cash flows.

3. Market Approach Ratios

• P/E Ratio

• P/S Ratio

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• PBV Ratio

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These ratios are compared with industry averages to determine valuation.

Company Valuation Examples

Example 1: Discounted Cash Flow (DCF)

Suppose a company is expected to generate free cash flows of ₹10 crore annually for the next 5 years. The discount rate (WACC) is 10%.

= ₹37.9 crore (approx).

If the market cap of the company is ₹30 crore, the stock may be undervalued.

Example 2: Relative Valuation (P/E Ratio)

• Company A’s P/E ratio = 18x
• Company B’s P/E ratio = 12x
• Industry average P/E ratio = 15x

Here, Company A is trading above the industry average (possibly overvalued), while Company B is trading below (perhaps undervalued).

Importance of Calculating a Company’s Valuation

• For Investors: Helps identify whether a stock is overpriced or a good buying opportunity.
• For Founders: Essential during fundraising, mergers, acquisitions, or strategic exits.
• For Lenders: Determines the borrowing capacity and creditworthiness of a business.
• For Markets: Provides transparency and helps maintain fair pricing of securities.
• For Business Growth: Guides decision-making on expansions, investments, and restructuring.

Frequently Asked Questions (FAQs)

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Difference Between Company and Partnership Firm

A company and partnership difference is rooted in their legal definitions and formation processes. A company is an incorporated entity under the Companies Act, 2013, with shareholders owning the business. Conversely, a partnership firm is an unincorporated association of individuals governed by the Indian Partnership Act, 1932, where partners collectively own and manage the business.

Here's a table highlighting the main differences:

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Understanding a Company

Definition of Company

A company is a distinct legal entity formed by an association of people to carry on a business. The Indian Companies Act of 2013, Section 2(20), defines "company" as "a company incorporated under the Companies Act 2013 or any previous company law." Companies can be public or private, with private limited companies having 2-200 members and public companies having at least 7 members with no upper limit.

Types of Company

Here are the types of companies:

1. Private limited company: A privately held company with 2-200 members, where the transfer of shares is restricted.
2. Public limited company: A company that can invite the public to subscribe to its shares, with a minimum of 7 members and no upper limit.
3. One Person Company: A company with only one member.

Characteristics of a Company

• Separate legal entity
• Limited liability for members
• Perpetual succession
• Transferable shares
• Managed by Board of Directors
• Stringent compliance requirements

Company registration involves a formal process, including filing Memorandum and Articles of Association, obtaining DIN for directors, and submitting requisite documents to the Registrar of Companies.

Understanding a Partnership Firm

A partnership firm is a business structure where two or more partners come together to run a business collectively. The partners share the profits and bear the losses of the business in the agreed proportion.

Definition of Partnership Firm

A partnership firm is a business structure formed by an association of two or more people who agree to share business profits. The Indian Partnership Act of 1932, Section 4, defines Partnership as "The relation between persons who have agreed to share profits of business carried on by all or any of them acting for all."

Partnerships can be general partnerships where all partners have unlimited liability, or limited liability partnerships (LLPs) with both general and limited partners. The key differences between a company and partnership relate to legal structure, liability, management, ownership transfer, regulatory compliance, and taxation.

Characteristics of a Partnership Firm

• Formed by an agreement between partners
• No separate legal entity from partners
• Unlimited liability for partners
• Profit sharing as per partnership deed
• Jointly managed by partners
• Fewer compliance requirements compared to companies
• Ideal for small and medium-sized businesses

Similarities Between Company and Partnership Firm

Despite their difference between company and partnership firm, they share some common characteristics:

• Formed for carrying on a business
• Require registration with relevant authorities
• Aim to earn profits
• Governed by specific laws and regulations
• Require maintenance of books of accounts
• Can sue and be sued in their own name

Which One Should You Choose?

Choosing between a company and a partnership depends on business goals, liability, taxation, and compliance requirements. Below are hypothetical examples to help you decide.

1. Business Size & Growth Potential

• Choose a Company: If you plan to scale your business, attract investors, or raise capital, a company structure is ideal.
  
  • Example: Raj and Meera start an AI-based edtech startup. They plan to raise funds from investors and expand globally. To do this, they register as a private limited company and issue shares to investors.
• Choose a Partnership: If you prefer a small-scale business with direct decision-making, a partnership is a better choice.
  
  • Example: Aarav and Kunal start a custom furniture workshop in their city. Since they don’t need external funding and want to split profits equally, they form a partnership firm.

2. Liability Protection

• Company: Offers limited liability, meaning the owners’ personal assets are protected in case of losses.
  
  • Example: Neha runs an organic skincare brand. A customer files a lawsuit over an allergic reaction. Since Neha's business is a registered company, her personal assets remain safe, and only the company’s assets are at risk.
• Partnership: In a general partnership, partners have unlimited liability, meaning personal assets can be used to settle business debts.
  
  • Example: Vikram and Ramesh own a small event management business. They take a loan for an event but incur heavy losses. As a partnership, both partners are personally responsible for repaying the loan, even if it means selling personal assets.

Note: In a Limited Liability Partnership (LLP), personal liability is restricted.

3. Taxation Structure

• Company: Pays corporate tax, and profits distributed as dividends may be taxed separately.
  
  • Example: An IT consulting firm is structured as a private limited company. While it pays corporate tax, its owners benefit from lower tax rates on dividends compared to individual income tax.
• Partnership: Profits are taxed at the individual level, often leading to lower overall tax liability.
  
  • Example: A local bakery run by two partners is taxed based on individual earnings, avoiding corporate tax obligations and reducing overall tax liability.

4. Compliance & Legal Requirements

• Company: Requires mandatory registration, regular filings, audits, and compliance with corporate laws.
  
  • Example: A group of engineers launches a renewable energy startup. Since they have multiple stakeholders and need regulatory approvals, they register as a company, ensuring compliance with industry standards.
• Partnership: Has minimal legal requirements, making it easier and cost-effective to manage.
  
  • Example: A duo running a content writing agency operates as a partnership to avoid the hassle of extensive compliance, annual filings, and statutory audits.

5. Business Continuity & Stability

• Company: Has a separate legal identity, meaning the business continues even if owners change.
  
  • Example: A software firm registered as a company continues operations after one founder exits by transferring shares to a new investor.
• Partnership: Typically dissolves if a partner exits unless an agreement states otherwise.
  
  • Example: A law firm operating as a partnership dissolves after one partner retires, requiring a new agreement to continue operations.

In conclusion, understanding the difference between partnership and company is crucial for entrepreneurs when deciding on the most suitable business structure. While a Sole Proprietorship offers simplicity and control, a partnership firm enables collaboration and shared responsibility. On the other hand, a company, particularly a private limited company, provides limited liability and greater scalability. Consider factors such as liability, management, compliance, and growth prospects when choosing between a partnership vs company. Seek professional advice to make an informed decision aligned with your business objectives and risk appetite.

Frequently Asked Questions: