Origin Matters: India Moves to Mandate ‘Country-of-Origin’ Filters on E-Commerce Platforms to Promote Local Goods

Updated: November 12, 2025 02:52

Image Source: Times Of India

The Indian government has proposed mandatory “country-of-origin” filters on e-commerce platforms to empower consumers and promote domestic products under the Atmanirbhar Bharat Abhiyan. The draft amendment to the Legal Metrology Rules aims to enhance transparency, support local manufacturers, and ensure fair competition between Indian and imported packaged commodities.

India’s E-Commerce to Get a Local Boost with Country-of-Origin Filter Mandate

In a significant policy move to strengthen India’s self-reliance mission, the Ministry of Consumer Affairs has proposed a new rule requiring e-commerce platforms to implement searchable and sortable filters based on the ‘country of origin’ for all packaged commodities sold online. The proposal is part of the Draft Legal Metrology (Packaged Commodities) (Second) Amendment Rules, 2025, and directly supports the Atmanirbhar Bharat and Vocal for Local initiatives.

Key Highlights of the Proposed Policy:

Mandatory Country-of-Origin Filters

All e-commerce platforms will be required to display filters that allow users to sort products by their country of origin.

This will apply to every imported packaged commodity listed online.

Empowering Consumer Choice

The move aims to enhance transparency and enable consumers to make informed purchasing decisions, especially when choosing between local and imported goods.

Support for Indian Manufacturers

By making “Made in India” products more discoverable, the rule seeks to level the playing field for domestic brands competing with global players.

Boost to Atmanirbhar Bharat Abhiyan

The policy aligns with India’s broader push for economic self-reliance, encouraging citizens to support homegrown products.

Public Feedback Window Open

The draft amendment is currently open for public comments until November 22, 2025, allowing stakeholders to weigh in before final implementation.

Impact on E-Commerce Operations

Platforms like Amazon, Flipkart, and others will need to update their interfaces and product listings to comply with the new regulation.

Legal Framework Update

The amendment modifies the 2011 Legal Metrology (Packaged Commodities) Rules, reflecting the evolving nature of digital commerce and consumer expectations.

This policy marks a pivotal step in India’s digital retail regulation, blending consumer empowerment with economic nationalism to foster a more transparent and locally supportive online marketplace.

Sources: Deccan Herald, Times Now, Rediff Business

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