Everyone Says ‘Vocal for Local’, But How Do We Even Find Truly Made-in-India Products?

Indian consumers are increasingly saying they prefer local brands, and ~68% now say they favour Made-in-India products over imported ones for daily categories like food, personal care and clothing. At the same time, about one-third of people admit they cannot easily differentiate between Indian and imported products on shelves or online, because global and Indian brands are all mixed together and the origin is not obvious. New rules are even pushing e-commerce sites to show origin filters, which proves that this confusion is real.​

I’m a Jaipur-based marketer, and I’m trying to build an e-commerce platform where 100% of products are from brands that are registered in India and manufactured in India (not just “Indian-sounding” branding). The goal is simple: if a customer from a Tier 2 or Tier 3 city wants to support Indian manufacturing, they shouldn’t have to check every product label or guess from the brand name.

Do you think a clearly “Made in India only” marketplace (starting with categories like home, personal care, and regional packaged foods) is a genuinely useful idea, or just an emotional pitch that won’t change buying behaviour?