Google appeals Delhi HC ruling in Hindware trademark ad dispute

MUMBAI: In the battle for search, one keyword has become a courtroom keyword. Google has challenged a Delhi High Court ruling that held the technology giant liable for trademark infringement after advertisers were allowed to bid on a rival company’s brand name as a search keyword, setting up a closely watched legal battle over the future of digital advertising in India.

According to a Reuters report, Google has argued in court filings that the May ruling could disrupt the functioning of online search advertising and ultimately harm consumers. The company is seeking to overturn the order, which directed it to pay around $31,600 in damages along with litigation costs.

The dispute centres on Google’s advertising platform, where businesses bid on keywords to display sponsored search results. Hindware, a leading bathroom fittings and sanitaryware manufacturer, alleged that rival brands had purchased keywords linked to its trademark, allowing competing advertisements to appear prominently whenever users searched for “Hindware”.

The Delhi High Court ruled in favour of Hindware, holding Google liable for trademark infringement. The judgment is expected to become a significant reference point for how Indian courts interpret trademark rights in the rapidly evolving digital advertising ecosystem.

Google, however, contends that restricting keyword bidding in this manner could have unintended consequences for online search advertising, affecting both advertisers and consumers who rely on search platforms to discover products and services.

The appeal comes as Google continues to face mounting regulatory scrutiny in India through multiple antitrust investigations and legal challenges involving its digital business practices. Reuters reported that the company generated an estimated $4.1 billion in gross advertising revenue in India last year, underlining the significance of the country’s digital advertising market.

Hindware, operated by Hindware Home Innovation Limited, argued that competitors were unfairly capitalising on the goodwill associated with its trademark by purchasing branded search terms through Google’s advertising platform.

Beyond the two companies, the outcome of Google’s appeal could reshape how advertisers, digital platforms and trademark owners navigate keyword advertising in India. At the heart of the case lies a broader question: whether buying a competitor’s brand name as a search keyword crosses the line from competitive marketing into trademark infringement.