Move Aims to Strengthen Fair Competition and Boost Indian Products under Atmanirbhar Bharat
New Delhi, November 2025:
The Government of India is set to introduce a new regulation requiring all major e-commerce platforms to add “Country of Origin” filters, allowing customers to sort and view products based on their manufacturing origin. The move is designed to promote transparency, enable informed consumer choices, and further the government’s Atmanirbhar Bharat (Self-Reliant India) initiative.
According to officials, the proposed rule will apply to both marketplace and inventory-based e-commerce platforms, ensuring that every listed product clearly displays its origin—whether Indian-made or imported. Platforms like Amazon, Flipkart, Meesho, and others will have to upgrade their interface to include the new filter feature.
A senior Commerce Ministry official said the reform aims to “create a level playing field for Indian manufacturers and artisans by helping consumers easily identify locally made products.”
The Department for Promotion of Industry and Internal Trade (DPIIT) is expected to issue detailed compliance guidelines soon. The measure also aligns with broader efforts to reduce import dependency and strengthen the visibility of Indian goods in the domestic market.
Industry experts believe that the move will significantly influence online buying trends—especially during festive seasons when imported goods dominate online marketplaces.
E-commerce analysts have noted that the policy could encourage businesses to emphasize “Made in India” branding, local sourcing, and digital traceability. It may also lead to greater consumer trust and data transparency across the sector.
For online retailers, however, compliance may involve upgrading backend systems to track product origin, vendor documentation, and supply-chain verification.
Impact on Businesses
- For Indian manufacturers: Greater visibility and competitive advantage on digital platforms.
- For online marketplaces: Mandatory system upgrades to display origin filters and ensure product data accuracy.
- For consumers: Empowered choice and awareness of local vs. imported products.
Experts view this reform as a strategic move toward self-reliance in the digital economy, aligning with India’s growing emphasis on local manufacturing, MSME empowerment, and fair trade practices.