It is time we make this small but powerful shift - not just for convenience, but for the future of Indian manufacturing. Let us act decisively - and let India choose India. — Savitha Rao

One citizen. One letter. One regulation that changed how India shops.

In early April 2020, I wrote to the Government of India with a request that was simple yet purposeful - make it mandatory for e-commerce platforms to display the Country of Origin for every product listed online. By August that same year, the regulation was in place. It was a proud moment - not just personally, but for the idea that a concerned citizen’s voice could shape policy for the greater good. That one change empowered crores of Indians to make more conscious choices while shopping online. In doing so, it affirmed a truth at the heart of democracy - that informed citizens, when given the tools, will always lean toward nation-building.

Today, I write again - with deep belief and renewed urgency - to propose the next logical step- introduce Country of Origin as a filter on all e-commerce platforms. Exceptions  can be sites whose products are 100% Made in India. 

Why This Matters

A “Country of Origin” label tucked away in product details isn’t enough. Consumers should not have to click through individual listings to find out where a product is made. In a digital marketplace filled with choices and filters - from price and rating to delivery time and discounts - it is ironic that the one filter with the potential to support Indian jobs, factories, and MSMEs is missing.

Adding this filter is not just a matter of convenience. It is a matter of principle. India deserves the right to choose consciously - and easily.

What Sparked My Advocacy in 2020

During the early days of the pandemic, the importance of self-reliance and local manufacturing became starkly clear. Our dependence on foreign goods - especially when global supply chains faltered -  was a wake-up call. I believed, and still do, that economic resilience begins at home. That every purchase is a silent vote for a country’s economy.

And so, as a citizen, I took the step of reaching out to the Government. The response was swift, thoughtful, and decisive.

In less than five months, a nation of over a billion people was empowered to see where their products came from. But even today, the task of finding that information remains far from easy when one is reviewing multiple options to select from. 

A Daily Frustration for Millions

Let me share a simple example. A friend recently spent over 20 minutes on a leading online platform, filtering T-shirts based on size, color, price, and reviews. After narrowing it down to a few choices, she scrolled through the fine print—only to find that none of them were made in India. The process had to start all over again.

This isn’t an isolated case. It is an everyday experience for millions of Indians trying to shop mindfully.

We already offer filters for express delivery, sleeve length, fabric, star ratings, and even EMI availability. Shouldn’t Indian consumers have the option to filter by Country of Origin?

Why This Filter Matters

Adding a Country of Origin filter isn’t just a product tweak. It’s a strategic nudge for three important outcomes:

1.    Empowered Consumers: It saves time, reduces frustration, and respects the intelligence and intent of Indian shoppers who want to make mindful choices.
2.    Boost to Local Industry: When brands see rising demand for Indian-made products, they are more likely to manufacture and source from within India. It becomes an organic incentive - driven by market behavior, not enforcement.
3.    Strengthened National Confidence: Choosing Made in India products is not about exclusion - it is about pride. Every time a citizen selects a locally manufactured item, it reinforces the belief that Indian products can compete in quality, price, and innovation.

Addressing Practical Concerns

Some may argue that implementing a filter like this will require platform-level changes. That’s true—and necessary. If platforms can create filters for “cash on delivery” or “fulfilled by seller,” they can certainly implement a Country of Origin filter with equal technical ease.

Platforms that exclusively sell 100% Indian-made products can be exempt from this regulation. But for major players that sell products made across the world, this filter is essential to ensuring consumer trust and transparency.

A National Trend We Can Lead

India is not alone in recognizing the importance of origin transparency. Across the world, countries have implemented labelling and trade awareness regulations to protect domestic economies and inform buyers. In fact, India has already taken a lead by mandating the display of country of origin -  something many developed nations have yet to do in the digital retail space.

Now, we have the opportunity to lead again - by turning awareness into accessibility. This isn’t about boycotts. This isn’t about trade barriers. This is about informed choice.

A Call to Government & Industry

As someone who has seen the power of citizen-driven policy first-hand, I humbly urge the Ministry of Consumer Affairs to consider this suggestion seriously.

Mandating a Country of Origin filter on e-commerce platforms will be a small but transformative change. It requires no subsidies, no budgetary allocation, and no trade war. It only requires intent - to place the citizen’s right to informed choice at the centre of our digital economy.

To e-commerce companies - you have the platform, the data, the technology. Let this be your way of honoring the Indian consumer’s intelligence. Support this move. Lead the change.

To policymakers - this is an opportunity to deepen the impact of the 2020 regulation. Let’s evolve our policy in keeping with changing consumer behavior.

The Bigger Picture

At India Positive Citizen, we believe that a nation’s progress is not defined by the grand gestures of a few, but the consistent small actions of many. Every tree planted, every child mentored, every Made in India product purchased contributes to a stronger, more resilient India.

Let us create an ecosystem where citizens can act with clarity and purpose. A Country of Origin filter is not just a tool - it is a statement. That India cares. That India chooses. That India leads.

The spirit of Aatmanirbhar Bharat is not built in boardrooms - it is built in homes, one purchase at a time. A Country of Origin filter gives every Indian shopper the opportunity to support local livelihoods, celebrate Indian enterprise, and strengthen our economic resilience. 

As our policies evolve to reflect changing consumer behavior, this is a low-cost, high-impact step that places trust in the wisdom of the Indian consumer.

It is time we make this small but powerful shift - not just for convenience, but for the future of Indian manufacturing. 

Let us act decisively - and let India choose India.             

(Savitha Rao: Founder, India Positive Citizen)