Centre proposes mandatory country of origin filters on e-commerce platforms

The Department of Consumer Affairs has proposed a mandatory ‘Country of Origin’ filter on e-commerce platforms, allowing users the option to use searchable and sortable filters based on the ‘Country of Origin’ for packaged commodities sold online. This will enhance consumer empowerment and transparency in online shopping, the Ministry of Consumer Affairs, Food, and Public Distribution said on Monday.

In a press release, the ministry said that it has introduced the Draft Legal Metrology (Packaged Commodities) (Second) Amendment Rules, 2025, which contains the proposal. “This amendment seeks to empower consumers to make informed purchasing decisions by allowing them to identify the origin of products while shopping online easily. The proposed feature will enable consumers to search and sort products by their country of origin, thereby enhancing transparency and reducing the time required to locate such information across vast product listings,” reads the release from the ministry.

In the Legal Metrology (Packaged Commodities) Rules, 2011, in rule 6, in sub-rule (10), the following shall be inserted, namely, “Provided that every e-commerce entity selling imported products shall provide a searchable and sortable filter for the country of origin, with their product listings.”

The draft amendment rules have been published on the department’s website for public consultation, and comments from stakeholders are invited up to November 22.

The amendment directly supports the ‘Aatmanirbhar Bharat’ and ‘Vocal for Local’ initiatives by making ‘Made in India’ products easily discoverable. It ensures a level playing field for Indian manufacturers, helping domestic products gain equal visibility alongside imported goods and encouraging consumers to choose locally made alternatives. The introduction of country-of-origin filters will also help efficiently monitor compliance, verify product information, and identify violations without requiring manual review of each listing.

This proposed amendment marks another vital step toward building a transparent, consumer-friendly, and competitive e-commerce ecosystem that aligns with national priorities and enhances consumer trust in digital marketplaces.

Prahlad Joshi, the Union Minister of Consumer Affairs, Food and Public Distribution, recently said that protecting consumer rights is of vital importance, and that the Union government is taking all necessary steps, including using state-of-the-art technologies such as machine learning and artificial intelligence.