Competitors used Google’s automated ad platform to bid on the keyword "Hindware." Google's algorithm uses the trademark as an invisible, backend trigger to auction off the user's high purchase intent in milliseconds and dynamically serve the competitor's ad. The Delhi High Court stripped Google of its "safe harbor" defense. The court ruled that by actively monetizing trademarks through its keyword algorithm, Google is not a passive platform—it is directly liable for trademark infringement. Tech platforms in India can no longer use "the algorithm did it automatically" as a legal shield if that algorithm is built to monetize someone else's IP.