Eco-Labels in India: Promoting Sustainable Choices for Consumers

Every time you pick up a product from a store shelf, you’re making a choice – not just about quality or price, but also about the environment. But how do you know which product is actually better for the planet? This is where eco-labels (also called environmental labels) come in. These small symbols on product packaging carry big significance, acting as trusted indicators that a product meets certain environmental standards. In India, the government’s own eco-labelling initiative – the Ecomark – has been a key instrument in guiding consumers toward greener choices. Let’s break down what eco-labels are, how they work, and why they matter for sustainable living.

What are environmental labels? 🔗

An environmental label, or eco-label, is a certification mark placed on a product to indicate that it meets specific environmental and sustainability standards. According to the One Planet Network (UNEP), eco-labels are a method of providing information about the environmental impact of a product or service, helping consumers make more informed purchasing decisions. They essentially bridge the information gap between producers and buyers – letting you know what goes on behind the scenes in making a product.

Eco-labels are not just stickers; they represent a verified assessment of a product’s environmental footprint across its lifecycle. This can include how raw materials are sourced, how much energy is used during manufacturing, what chemicals are involved, and how the product is disposed of at end of life. The International Organization for Standardization (ISO) has developed a framework under the ISO 14020 series that classifies environmental labels into three main types.

Types of eco-labels under ISO standards 🔗

Type I (ISO 14024) – These are the most rigorous eco-labels. They are voluntary, multi-criteria labels awarded by an independent third party after a thorough life-cycle assessment of the product. India’s Ecomark, the EU Ecolabel, and Germany’s Blue Angel all fall under this category. Products must meet a defined set of environmental benchmarks to earn the label.

Type II (ISO 14021) – These are self-declared environmental claims made by manufacturers or retailers. Since there is no independent third-party verification, these labels carry a higher risk of being inaccurate or misleading. Claims like “recyclable” or “biodegradable” printed on packaging without independent certification are typical examples.

Type III (ISO 14025) – These are environmental product declarations (EPDs) that provide quantified data about a product’s environmental impact throughout its lifecycle. Rather than passing or failing a test, they present objective data, allowing buyers to compare products on their own.

For consumers, Type I eco-labels are the most reliable guide because they involve independent verification against rigorous, publicly available criteria. According to the Global Ecolabelling Network (GEN), these labels play a central role in shifting consumption patterns toward sustainability.

Eco-labelling criteria and process 🔗

Earning an eco-label is not a simple formality. Products must undergo a detailed evaluation that examines their environmental performance from raw material extraction through manufacturing, use, and disposal. This is often called the cradle-to-grave approach. The criteria are product-specific – what qualifies a detergent for an eco-label is different from what qualifies a textile product or a battery.

India’s Ecomark scheme 🔗

India introduced its own eco-labelling programme – the Ecomark scheme – in 1991, making it one of the early adopters of eco-labelling among developing nations. The scheme was launched by the Ministry of Environment and Forests (now MoEFCC) to help consumers easily identify environment-friendly products. The scheme is administered by the Bureau of Indian Standards (BIS) under the BIS Act, 1986.

The Ecomark logo is an earthen pot – a symbol chosen for its deep significance. Clay is a renewable resource; making an earthen pot consumes minimal energy and produces no hazardous waste. The pot’s form represents both strength and fragility, mirroring the characteristics of the ecosystem itself.

How does a product get the Ecomark? 🔗

The Ecomark certification process involves multiple bodies working together. A Steering Committee, headed by the Secretary of MoEFCC, determines which product categories fall under the scheme and formulates strategies for promotion. A Technical Committee, chaired by the Chairman of the Central Pollution Control Board (CPCB), identifies environmental criteria for each product category based on international best practices and available technologies.

Once criteria are established, the BIS incorporates them into Indian Standards. Manufacturers who wish to obtain the Ecomark must apply to BIS, which then arranges factory inspections, collects product samples, and conducts testing. If the product conforms to both the environmental criteria and the quality requirements of the relevant Indian Standard, a licence is granted for a minimum of one year. This licence is renewable after reassessment. BIS also retains the authority to withdraw the licence if criteria are no longer met or if misleading claims are detected.

Products are evaluated on factors such as their pollution potential during production and disposal, recyclability, use of hazardous substances, energy consumption, and packaging materials. For example, hair dyes seeking the Ecomark must not use lead-based dyes, while nail polishes cannot contain halogenated organic solvents.

Product categories covered 🔗

The original scheme notified criteria for product categories including soaps and detergents, paper, food items, lubricating oils, packaging materials, paints, batteries, electrical and electronic goods, food additives, wood substitutes, cosmetics, plastic products, textiles, fire extinguishers, leather, and coir products. Despite this broad scope, the scheme saw limited industry participation in its early decades – only about twenty licences were issued to fifteen companies across three product categories.

The 2024 overhaul: new Eco-mark certification rules 🔗

Recognising the scheme’s limited impact, the Indian government announced new Eco-mark Certification Rules on 2 October 2024, aligning the programme with the Lifestyle for Environment (LiFE) Mission. According to the UN Partnership for Action on Green Economy (PAGE), these updated rules replace the 1991 framework and establish a clearer system for product certification, market surveillance, and consumer trust. The new rules cover an expanded range of products – from cosmetics and edible oils to tea, coffee, textiles, and electronic goods. PAGE played a significant role in this overhaul by conducting analytical studies and identifying key barriers in the original scheme.

Global eco-labelling programmes: a quick comparison 🔗

India’s Ecomark is part of a global movement that began in the late 1970s. Germany’s Blue Angel (Der Blaue Engel), launched in 1978, is considered the world’s first eco-label and now covers thousands of certified products. Japan’s Eco Mark, started in 1989, is the second oldest programme. The EU Ecolabel, introduced in 1992, operates across all European Union member states. Other notable programmes include the Nordic Swan in Scandinavia, EcoLogo in Canada, and Green Seal in the United States. According to the Ecolabel Index, there are currently over 450 eco-labels operating across 199 countries and 25 industry sectors.

This proliferation of labels, while positive in intent, has also created challenges. Consumer confusion is a real problem when dozens of labels compete for attention on store shelves. The risk of greenwashing – where companies use misleading environmental claims – has also grown. The EU’s Green Claims Directive (2024) is one regulatory response, requiring stricter verification of sustainability claims made by businesses.

Benefits of eco-labels 🔗

Eco-labels deliver benefits at multiple levels – for consumers, manufacturers, and the broader environment.

Empowering consumers to make informed choices 🔗

The most direct benefit is information. Eco-labels cut through marketing noise and give consumers a credible, third-party verified signal that a product has lower environmental impact. As the research published in Environmental Impact Assessment Review highlights, environmental labelling significantly influences consumer purchasing decisions and helps reduce negative impacts on the environment through more aware consumption.

For everyday shoppers, this translates into practical decision-making. When choosing between two detergents, the one carrying an eco-label has demonstrably less pollution potential. Over millions of such individual choices, the cumulative environmental benefit is substantial.

Driving sustainable production practices 🔗

Eco-labels don’t just inform consumers – they push manufacturers to improve. To earn and retain certification, companies must adopt cleaner technologies, reduce waste, minimise hazardous substance use, and improve energy efficiency. This creates a market-driven incentive for environmental improvement that complements government regulation.

When eco-labelled products gain consumer preference, it signals to the wider industry that investing in environmental performance has commercial value. Competitors are motivated to seek certification as well, raising the environmental bar across entire product categories.

Supporting government environmental goals 🔗

For governments, eco-labels serve as a voluntary policy instrument that encourages behavioural change among both producers and consumers toward long-term sustainability. India’s alignment of its updated Ecomark rules with the LiFE Mission demonstrates how eco-labelling can be integrated into broader national sustainability strategies. The scheme supports goals such as promoting green industries, reducing industrial pollution, and encouraging sustainable resource management.

Combating greenwashing 🔗

Credible, third-party verified eco-labels also serve as a counter to greenwashing. When consumers can rely on a recognised label backed by transparent criteria and independent auditing, false or exaggerated environmental claims become easier to identify and less effective in the marketplace.

Facilitating international trade 🔗

For exporting nations like India, eco-labelling can help products meet the environmental expectations of international markets. As environmental standards tighten globally – particularly in the EU – having products certified under a credible domestic eco-label can smooth market access and build buyer confidence.

Challenges and the road ahead 🔗

Despite their benefits, eco-labels face significant challenges. In India, the original Ecomark scheme struggled due to low consumer awareness, limited industry participation, and a lengthy criteria-setting process. Many Indian consumers remain unaware that a domestic eco-label even exists. The cost of certification can also be a barrier for small and medium-sized enterprises.

Globally, the sheer number of eco-labels – over 450 – creates confusion. Consumers often cannot distinguish between rigorous Type I labels and less reliable self-declared claims. Standardisation and mutual recognition between national eco-labelling programmes remain works in progress. The Oxford Smith School of Enterprise and the Environment notes that while eco-labels are effective at shifting consumer choices, they alone are unlikely to achieve environmental targets – they need to be supported by complementary policies and regulatory frameworks.

The 2024 update to India’s Ecomark rules is a promising step. With stronger institutional governance, updated criteria, a wider product range, and operational guidelines currently under development, the revamped scheme has the potential to significantly increase its reach and relevance. The key will be sustained investment in consumer awareness and making certification accessible to manufacturers of all sizes.

What do you think? As a consumer, would the presence of a verified eco-label on a product influence your buying decision – and if eco-labels become more widespread in India, could they meaningfully shift consumption patterns toward sustainability?

References

1. https://www.oneplanetnetwork.org/programmes/consumer-information-scp/ecolabels
2. https://www.iso.org/standard/72458.html
3. https://globalecolabelling.net/
4. https://www.pib.gov.in/newsite/erelcontent.aspx?relid=53874&reg=3&lang=2
5. https://www.un-page.org/news/major-win-for-indias-sustainability-efforts-with-new-eco-mark-certification-rules/
6. https://www.ecolabelindex.com/ecolabels/
7. https://www.sciencedirect.com/science/article/abs/pii/S0195925520307836
8. https://www.smithschool.ox.ac.uk/news/food-ecolabels-trusting-what-you-put-your-plate