Brand authorization process

1. Brand Authorization Process
In this module, we will discuss:
1. Types of Sellers
2. What is a Trademark?
3. What is the Brand Authorization Letter?
4. What are the required documents related to FMCG?
5. Brand Authorization Policy
6. Brand document submission process

2. Types of Sellers

3. Types of Sellers
We have classified the types of sellers on the basis of the below-mentioned categories:
Brand Owner
• If you’re an owner of a brand, you are
required to submit a trademark
document for the same
• The Paytm Mall brand verification team
will verify your details and get back to
you after formality checks
• For FMCG sellers - related licenses like
FSSAI, AYUSH, drug license etc will be
required
Authorized Seller
• If you’re an Authorized seller & are
selling some other brand’s product(s),
you must share an authorization letter
from the brand on their official
letterhead with a signature from the
authorized signatory along with the
brand stamp impression.
• For FMCG sellers - related licenses like
FSSAI, AYUSH, drug license etc will be
required
Manufacturer
If you’re a manufacturer, you need to submit
any one of the following documents:
• Certificate of incorporation (if
available)
• Manufacturing declaration
• Product/Packaging sample images
showing brand logo
• For FMCG sellers - related licenses
like FSSAI, AYUSH, drug license etc
will be required

4. What is a Trademark?

5. What is a Trademark?
A Trademark, issued by the Government of India, is a brand or a logo which represents your business. Trademarks are registered under
the Trademark Act, 1999, and provide the trademark owner with the right to sue for damages when infringements (*explained below) of
trademarks occur.
Below are a few mandatory checks required to validate the authenticity of a Trademark document:
Trademark Number
Every trademark has a unique trademark code
through which we can track the authenticity of
the trademark document
Status
It shows the current stage of the Trademark
document. For Example, Formality Check Fails,
Objected, Abandoned, Refused, Opposed, Removed,
Withdrawn And Registered
Brand Name/ logo
It identifies your brand or your unique
business identity

6. What is a Brand Authorization Letter?

7. What is a Brand Authorization Letter
A Brand Authorization Letter is provided by the seller for a specific brand. It offers you complete authority in order to authorize you
for the same brand or the required brand.
Below are the Mandatory Checks which should be mentioned in authorization letter:
• Brand’s letterhead
Brand authorization is given only on the certificate by the brand/brand letterhead to be accepted with a signature from the
authorized signatory and brand stamp impression.
• Validity period
Time period of the authorization should be mentioned in the letter clearly
• Brand Name/Logo
It identifies your brand or your unique business identity
• Company name
The name under whose name the trademark has been issued

8. Brand Authorization Policy
We follow a strict brand authorization and verification process in order to ensure that no
fake/defective/low quality products go to our customers and there is no brand infringement on
our platform.
Therefore, Brand Authorization/Ownership documents are needed to sell on Paytm Mall. Any
seller not able to submit or failing verification can be blocked from selling on Paytm Mall.

9. Brand Authorization Policy
Type Documentation Verification
Paytm Mall will verify the authority letter from the brand. The brand may choose
to reject the same if -
The authorized signatory is not correct or the letter is fake
The brand has authorized limited partners for ecommerce
or Paytm Mall
Given letter is not valid anymore due to changes in the
brand policies
The brand authorization document must be valid for at
least the next 60 days at the time of raising the request
In a few cases, Paytm Mall may ask the seller to produce additional documents
or details like -
Trademark number of the brand
Product/Packaging sample images
Brand website & contact person email ID
In a few cases, Paytm Mall may measure the quality/customer service
parameters of the brand. Paytm Mall may reject the seller's application based
on these quality parameters
Mandatory-
A valid Brand Authority letter on the brand
letterhead clearly stating the authority to sell
online/ecommerce or on Paytm Mall and signed by
the authorized signatory of the brand.
Please click here for the sample brand
authorization letter.
For FMCG sellers - related licenses like FSSAI,
AYUSH, drug license etc. will be required.
Documents not accepted-
a. Purchase Invoice
b. Authorization letter mentioning other online
channels & not mentioning Paytm Mall
Authorized
Distributor/ Reseller
1.
2.
3.
a.
b.
c.
d.
a.
b.
c.
1.
2.

10. Brand Authorization Policy
Type Documentation Verification
Paytm Mall will verify the agreement with the brand
In a few cases, Paytm Mall may ask the seller to produce additional documents or
details like -
Product/Packaging sample images
Brand website & contact person email ID
In a few cases, Paytm Mall may measure the quality/customer service parameters
of the brand. Paytm Mall may reject the seller's application based on these quality
parameters
Mandatory-
Valid All India distribution agreement with
brand, clearly mentioning online sales
Import Export license
For FMCG sellers - related licenses like
FSSAI, AYUSH, drug license etc will be
required
Importer 1.
3.
1.
3.
a.
b.
2.
2.

11. Brand Authorization Policy
Type Documentation Verification
Paytm Mall will verify the Trademark
a. Trademark in following stages, referred as a negative stage, is not accepted. It will
be considered only if it moves from current stage to any of the positive stage
(defined in next section) Negative stage: Formalities check failed, Refused,
Abandoned, Withdrawn and Removed
b. Trademark in following stages, referred as a positive stage, is accepted and are
considered for account/brand creation request. Positive stage: New Application,
Send to Vienna Codification, Formalities check pass, Marked for the exam and
Registered
c. If a Trademark is in Objected or Opposed stage; an additional amendment
document will be required
In some cases, Paytm Mall may ask the seller to send product samples to Paytm office
location
Paytm Mall may measure quality/customer service parameters of the brand. Paytm
Mall may reject seller's application based on these quality parameters.
Mandatory -
Brand Ownership documents – Self-declaration of
brand ownership in the Paytm Mall format or
Trademark details. Trademarks in all stages are
passed except for negative stages (rejected,
removed, abandoned, withdrawn)
Product/Packaging sample images showing brand
logo
Brand website (optional)
Manufacturing location images (optional)
For FMCG sellers - related licenses like FSSAI,
AYUSH, drug license etc will be required.
Brand Owner or
Manufacturer
1.
3.
1.
3.
2.
4.
5.
2.

12. Brand Authorization Policy
Type Documentation Verification
Paytm Mall will verify the authority letter with the authorized distributor or brand
In a few cases, Paytm Mall may ask the seller to produce additional documents or
details like -
a. Product/Packaging sample images
b. Brand website
c. Authorized distributor contact person email ID
In a few cases, Paytm Mall may measure the quality/customer service parameters
of the brand/distributor. Paytm Mall may reject the seller's application based on
these quality parameters
Mandatory -
a. Authorization letter from the Brand's
authorized distributor in India on a
letterhead
b. An All-India agreement between the
brand & the distributor clearly stating
that the distributor is authorized to
assign re-sellers for online sales
Re-seller of an International
brand not selling directly in
India
1.
3.
2.

13. How to submit brand related documents?

14. Brand document submission process
In these easy steps, you can submit your brand related documents from the Paytm Mall seller panel
Go to the Seller
Support Tab
Click on ‘Listing and
Catalogue’
Select ‘Brand Related
Requests and Concerns’
Fill in the details and
upload required documents
1 2 43 5 6
Click on ‘Submit Brand
Approval Request’
We will contact you soon

15. Brand document submission process
To submit your brand documents, follow these steps -
Login to your Seller Panel and click on ‘Seller Helpdesk’
Click on the Seller Support tab

16. Brand document submission process
Click on the Listing and Catalogue tab

17. Brand document submission process
Click on ‘Brand related requests and
concerns’ tab
Click on ‘Submit Brand approval request’ option

18. Brand document submission process
Read the instructions provided to fill the Brand Approval Form

19. Brand document submission process
Fill the details

20. Brand document submission process
Choose and upload the scanned copy of the brand related
documents
Click on ‘Submit ticket’
Note down your ticket number for future reference
Your request for Brand Approval has been sent to our
support team

21. Thankseveryone!
For any query, please raise a ticket using the Seller Helpdesk tab on your seller panel.