Published June 24
India’s landmark ruling against Google’s practice of allowing advertisers to bid on competitors’ trademarked keywords is triggering reactions throughout the country’s advertising industry.
Lawyers told The Current that brand owners are increasingly seeking advice on whether they too have grounds to challenge the search giant after the Delhi High Court found Google liable for trademark infringement in a dispute involving bathroom-fittings-maker Hindware in May. The ruling held that allowing competitors to bid on trademarked terms could divert consumer traffic and dilute brand value, leading to new questions about long-standing search advertising practices.
The judgment, which awarded Hindware ₹30 lakh (roughly $31,000) in damages and restrained Google from using the trademark as a keyword, has prompted companies to reassess both their legal options and digital advertising strategies.
Indian brands begin questioning competitor keyword bidding
“The decision has triggered a noticeable increase in strategic consultations from brand owners, particularly those with significant investments in consumer-facing brands and digital acquisition channels,” said Ronil Goger, managing partner at IP-law firm Blaze Legal. “Many are reassessing whether competitor keyword bidding has eroded the value of their trademarks and whether enforcement action is now commercially viable.”
Brokerage giant Zerodha’s founder Nithin Kamath said on X that the ruling could open a route for legal recourse for brands that have long struggled with competitors bidding on their trademarks.
Shaadi.com founder and People Group CEO Anupam Mittal and Zoho co-founder Sridhar Vembu have similarly applauded the decision, arguing that competitor keyword bidding unfairly captures traffic and intent generated by brand owners.
What’s next
Lawyers say the implications could extend beyond India, with Goger describing the ruling as part of a broader international debate around brand protection, fair competition and platform accountability.
Alay Razvi, managing partner at Accord Juris, said, “Brands are particularly concerned about whether rivals can still bid on their trademarks, while advertisers are seeking clarity on compliant keyword practices.”
Razvi added that Google is widely expected to appeal what he described as India’s first final trial-stage ruling holding the company liable for keyword trademark infringement, “making it a significant precedent.”
Meanwhile, some advertisers appear to be adjusting their behavior already. Amit Verma, founder of performance marketing agency DigitUp, said he’s aware that brands across categories have begun scrubbing competitor keywords from campaigns following the ruling.
While Verma said he had not seen any significant change in advertising costs as yet, the fact that “removing is happening” suggests marketers are taking a cautious approach while they assess the legal and commercial implications of the judgment.
