An Indian court ruling on Google keyword ads could change the face of online advertising

Delhi High Court ⁠says Google allowed India’s rival Hindware to use ‘Hindware’ as keyword to target its own ads (File) | Photo credit: REUTERS

An Indian court’s ruling that Google infringed on a bathroom faucet maker’s trademark rights by allowing competitors to use its name as an advertising keyword could change the shape of the online ad market, Indian businesses said on Friday.

The court ordered Google to pay $31,600 in damages in a ruling issued on May 22 by the Delhi High Court, to which the businesses have since responded.

The Delhi High Court ⁠says that Google allowed rival companies of India’s Hindware to use “Hindware” as a keyword to target their own ads.

The court stated that “the manner in which Google applies its AdWords policy makes it clear that Google is selling or auctioning the use of the trademark … without any authorization from the trademark owner.”

Lawyers, Indian firms and brand executives took to social media on Friday to support the decision, which they say will have major implications.

Nithin Kamath, founder of Indian brokerage firm Zerodha, said his brand had suffered similar problems for years and the ruling “now opens the way for legal action”.

“You create a brand. Someone else will bid on it. Google will take a fee… (this decision) could change the economics of online ⁠advertising for millions of businesses,” said Anupam Mittal, founder of Indian matchmaking company, Shaadi.com.

Published – 30 May 2026 10:00 AM IST