India’s Consumer Affairs Ministry has formally proposed that e-commerce platforms such as Amazon, Flipkart, and Myntra add a “country of origin filter” to their web and mobile apps. This feature would allow consumers to quickly select products based on the country where they were manufactured
🔍 What’s Being Proposed?
- The proposed filter would appear alongside existing options like price, brand, and size—offering a dropdown menu of countries for consumers to refine their search
- Currently, platforms display country of origin information deep inside product descriptions. The new feature aims to bring this information to the forefront for easier access
⚙️ Industry Feedback and Challenges
- Major e-commerce platforms generally agreed the filter is technically feasible, but noted challenges like altering product algorithms, inventory compliance burdens, and limited UI space on mobile devices
- Some firms, especially inventory-holding players, highlighted extra back-end complexity in tagging existing listings with accurate origin data
🗓 Timeline & Purpose
- The move aligns with the upcoming festive shopping season, aiming to boost consumer satisfaction and support informed purchasing decisions
- The government plans to amend the Legal Metrology (Packaged Commodities) Rules to institutionalize the filter requirement industry-wide
🧾 Background: Mandatory Disclosure Already in Place
India has required mandatory disclosure of country of origin on e-commerce listings since mid‑2020 under the Consumer Protection (E‑Commerce) Rules, 2020 and amendments to the Legal Metrology Act, 2019
- Platforms like Amazon India began enforcing this by mid‑July 2020, warning sellers that failing to declare origin could result in listing suppression by early August 2020 The Indian Express
- Flipkart and others also updated seller dashboards, though enforcement timelines varied
🧭 Why It Matters Now
- Consumers remain largely unaware of product origins—especially foreign imports that may compete with local goods.
- The filter reinforces policy goals such as Atmanirbhar Bharat and Make in India, making it simpler for buyers to prioritize domestic products.
- Greater visibility of country‑of‑origin data may influence demand patterns, potentially boosting Indian-made goods.
📌 Summary Table
| Aspect | Details |
|---|---|
| Proposed Feature | “Country of Origin” filter in e-commerce search tools |
| Purpose | Enable users to quickly find products from preferred countries |
| Compliance Status | Origin currently stated in product descriptions—filter would enhance access |
| Policy Basis | Legal Metrology Rules; Consumer Protection (E-Commerce) Rules 2020 |
| Industry Viewpoint | Technically feasible; some compliance and UI constraints noted |
| Strategic Impact | Supports transparency, domestic goods awareness, festive-season readiness |
🔚 Bottom Line
The government’s push for a country of origin filter marks an evolution of India’s existing labeling mandates—aiming to bring faster and clearer transparency to online shopping. While platforms have largely supported the proposal, successful implementation will hinge on efficiently updating listings, adjusting tech stacks, and adapting user interfaces to accommodate the new filter ahead of peak retail periods.
