Atmanirbhar push: ‘Country of origin’ filters on e-commerce sites soon? Move to help Indian goods compete fairly

The Indian government has proposed a new rule mandating e-commerce platforms to include filters allowing users to sort products based on their ‘country of origin’, a move aimed at improving transparency and promoting locally made goods.According to news agency Reuters, the draft amendment to the Legal Metrology (Packaged Commodities) Rules, 2011, seeks to “ensure a level-playing field for Indian manufacturers” and help domestic products gain equal visibility alongside imported goods. The consumer affairs ministry said the proposal supports India’s self-reliance initiative by encouraging consumers to choose locally made alternatives.

As per news agency PTI, the proposed Draft Legal Metrology (Packaged Commodities) (Second) Amendment Rules, 2025, will make it compulsory for every e-commerce platform selling imported items to provide “a searchable and sortable filter for the country of origin” within product listings. The feature is expected to help shoppers easily identify where a product is made and make better-informed purchasing decisions.The draft rules have been placed on the department’s website for public feedback, with stakeholders invited to submit comments until November 22, 2025.The ministry said the measure would also aid government agencies in monitoring compliance and verifying product information without the need for manual review of each listing. It added that the proposed change would promote a transparent, consumer-friendly, and competitive e-commerce environment in line with national priorities such as the Atmanirbhar Bharat and Vocal for Local campaigns.The move comes as thousands of Indian artisans and small businesses face challenges following the US government’s decision to double tariffs on certain goods to 50% from August 27.The policy shift has prompted India to diversify export markets, with a trade delegation currently in Moscow exploring new opportunities.