New Delhi Mumbai, July 26, 2025 In a move to boost transparency and empower consumers, the Consumer Affairs Department has made a new suggestion. It recommends adding a ‘country of origin’ filter on e-commerce websites. This feature would let users narrow their search based on where a product is made. The aim is to enhance the shopping experience and promote more informed buying decisions.

The department made the recommendation during a stakeholder meeting on Friday. The meeting focused on possible changes to the Legal Metrology (Packaged Commodities) Rules. Officials proposed adding a ‘country of origin’ filter, similar to existing ones for price, brand, discount, and category.

Currently, e-commerce platforms do list the country of origin in the product description section, but consumers must search each item individually to find that information. This process is time-consuming and deters buyers from considering the product’s origin while making quick purchase decisions. Officials believe that a dedicated filter will simplify this process and lead to increased customer satisfaction.

A senior official from the ministry explained, “This will help consumers make informed choices quickly, based on their preference for certain countries of manufacture.” He noted that several companies have already expressed a willingness to adapt their algorithms to implement the feature.

Friday’s meeting involved discussions with major e-commerce firms such as Amazon, Flipkart, and Myntra, along with packaging and labeling experts. While most participants supported the idea in principle, technical and logistical challenges remain. The representatives from these platforms highlighted the complexity involved in implementing a new filter across millions of SKUs (stock keeping units), especially for smaller and unorganized sellers.

Industry sources noted that the proposal is under active consideration, and further deliberations will take place to assess its feasibility. “It is more of a tech-related issue. We will need more discussions with stakeholders before it can be implemented at scale,” one industry insider said.

Experts say the filter could help during busy shopping seasons like festivals or sales, when buyers decide quickly. “It will simplify choices and support national interests, especially if consumers prefer Indian products,” said senior market analyst Satish Meena.

However, smaller platforms and sellers may face hurdles due to inventory constraints and backend infrastructure. Critics also caution that without strict compliance and updated data, the filter might not achieve its intended purpose. The move is part of a broader effort to boost consumer rights and domestic manufacturing under the ‘Atmanirbhar Bharat’ initiative. The government has not yet finalized a timeline for implementation. However, it plans to continue talks with the e-commerce sector to make the feature a reality.

If successfully rolled out, the ‘country of origin’ filter could mark a significant shift in how Indian consumers shop online, adding another layer of accountability and choice in the digital marketplace.

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