Google has challenged an Indian ​court ruling that it infringed on a company's trademark rights by allowing rivals to use its ‌name as an advertising keyword, arguing the decision will hurt consumers, documents reviewed by Reuters show.

The May decision could reshape the online ads market in a country where Google last year earned $4.1 billion in gross advertising revenue but where it is also facing a raft of ​antitrust cases and court battles.

To ensure their ads are promoted by Google and target the right customers, ​companies bid on keywords that online consumers type into the search engine.

Indian bathroom fittings maker ⁠Hindware, however, accused its rivals of purchasing keywords related to its brand on the Google ads platform, so that ​their websites appear at the top of searches when consumers typed in "Hindware".

The Delhi High Court ruled against Google in the ​case, ordering it to pay damages of $31,600 and other litigation costs.

In its 4,761-page challenge, which is not public but was reviewed by Reuters, Google said the decision makes India the "sole outlier" among global jurisdictions "with serious consequences for the digital advertising industry, online consumer choice, ​and competitive markets."

To ensure their ads are promoted by Google and target the right customers, ​companies bid on keywords that online consumers type into the search engine.

Indian bathroom fittings maker ⁠Hindware, however, accused its rivals of purchasing keywords related to its brand on the Google ads platform, so that ​their websites appear at the top of searches when consumers typed in "Hindware".

The Delhi High Court ruled against Google in the ​case, ordering it to pay damages of $31,600 and other litigation costs.

Google added that its ads policies reflect standard practices that enable competition.

Google India's appeal will be heard in the coming days.

-Reuters