The InGovern report urges the Indian government to ease regulatory burdens and enhance the business environment to support MSMEs in private labels and D2C brands. These sectors are valued at Rs 1,300 crore and significantly influence offline and online retail, especially in apparel, fashion and online grocery. The report highlights private labels and D2C products as growth drivers for MSMEs, offering benefits such as increased revenue, brand recognition, cost-effective marketing, scalability, efficient supply chains, expanding customer bases, and promoting exports. India has no overarching regulation for private labels. The 2019 draft e-commerce policy proposes restrictions that could stifle retailers' ability to offer private labels and D2C products. Supportive government regulations would encourage MSMEs to compete with national and international brands in this space.