India’s strategic focus on linking MSMEs to global value chains, as highlighted at G20 meetings and through our Foreign Trade Policy 2023, is undeniably a step in the right direction. To enhance their output, exports, and overall contribution to India's economy, multiple steps can be taken. Private label products, manufactured by third-party MSME companies, are on the rise in India due to the emergence of organised retail formats. As disposable incomes and consumer aspirations rise, unbranded products are being replaced by branded versions, offering companies an opportunity to launch private labels as affordable alternatives. Private labels also empower MSMEs by increasing revenue and reducing dependency on a single product line or limited customer base. While there is no specific law regulating private labels in India, adopting a prudent approach to regulating private label sales on e-commerce platforms is crucial.