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.

* Google said in a statement it operates in accordance "with

all local laws, and in instances where the orders are overbroad

or inconsistent with our policies, we work to explain our

position as per the legal process".

* The court said Google allowed rivals of India's Hindware

to use "Hindware" as a keyword to target their own advertising.

* The ruling 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," said Anupam Mittal, founder of Indian

matchmaking company, Shaadi.com. The ruling "could change the

economics of online advertising for millions of businesses."

* Google counts India as one of its most critical markets.