India's Government proposed new e-commerce regulations on November 10, 2025, mandating platforms to implement filters displaying the 'country of origin' for products, enabling consumers to easily identify and prioritise domestically made goods. The draft rules, issued by the Department for Promotion of Industry and Internal Trade (DPIIT), align with Prime Minister Narendra Modi's 'Atmanirbhar Bharat' (self-reliant India) campaign, seeking to empower local manufacturers and artisans amid global trade tensions.

The move comes as thousands of Indian artisans and small businesses reel from the United States' decision to double tariffs on certain goods to 50%, effective August 27, 2025, severely impacting exports. By highlighting Indian-origin items on platforms like Amazon and Flipkart, the rules aim to drive domestic demand and offset losses in international markets, where higher duties have eroded competitiveness.

Stakeholders have 15 days to submit feedback on the proposal, which also requires clearer labelling and search preferences for made-in-India products. Industry bodies welcomed the initiative as a boost for micro, small, and medium enterprises (MSMEs), which contribute significantly to employment but struggle with visibility in the digital marketplace dominated by imported alternatives.

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As a large delegation of Indian exporters heads to Moscow for a four-day visit starting November 11, the rules underscore India's multi-pronged strategy to enhance self-reliance through policy, diplomacy, and consumer patriotism. Implementation could reshape online retail dynamics, fostering a more protectionist yet supportive ecosystem for local producers.

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