Centre proposes ‘country of origin’ filter for e-commerce sites

Amidst the push for initiatives like ‘Atmanirbhar Bharat’ and ‘Vocal for Local’, the government on Monday made it mandatory for e-commerce platforms to provide a searchable and sortable filter based on the ‘country of origin’ for all packaged commodities sold online.

The legal amendment issued by the Department of Consumer Affairs aims to ensure greater transparency in online shopping and allow consumers to make informed purchasing decisions.

The proposed filter will enable buyers to identify the origin of products quickly and sort listings accordingly. The amendment inserts a new provision under Rule 6 (10) of the existing Legal Metrology Rules, stating that “every e-commerce entity selling imported products shall provide a searchable and sortable filter for the country of origin with their product listings”.

According to the ministry, the draft rules have been uploaded on the department’s website for public consultation. Stakeholders have been invited to submit comments by November 22, 2025. By offering a dedicated country-of-origin filter, Indian goods will receive equal visibility alongside imported products, allowing consumers to exercise choice in support of locally made alternatives. In addition to strengthening consumer rights, the change seeks to create a more transparent and competitive e-commerce environment. The Department of Consumer Affairs said the measure would ensure that consumers could identify product origins with clarity while supporting domestic manufacturers and ensuring fair visibility in India’s expanding online retail sector.