NEW DELHI, May 29 (Reuters) - An Indian court ruling

that Google infringed the trademark rights of a bathroom

fittings maker by allowing rivals to use its name as an

advertising keyword could reshape the online ads market, Indian

businesses said on Friday.

The court ordered Google to pay damages of $31,600 in a

ruling issued on May 22 by the Delhi High Court, which

businesses have since been responding to.

* Delhi High Court says Google allowed rival

companies of India's Hindware to use "Hindware" as a keyword to

target their own advertising.

* The court said "the manner in which Google operates its

AdWords Policy makes it clear that Google sells or auctions the

use of the trademark ... without any authorisation from the

proprietor of the trademark."

* Lawyers, Indian businesses and brand managers on Friday

took to social media to support the ruling which they said will

have major implications.

* Nithin Kamath, founder of Indian brokerage firm Zerodha,

said his brand had suffered from similar issues for years, and

the ruling "now opens up a route for legal recourse."

* "You create the brand. Someone else bids on it. Google

takes the fee ... (this ruling) could change the economics of

online advertising for millions of businesses," said Anupam

Mittal, founder of Indian matchmaking company, Shaadi.com.

* Google did not respond to a request for comment. The

company counts India as one of its most critical markets.