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According to the “State of Counterfeiting in India 2025” report by CRISIL and the Authentication Solution Providers Association (ASPA), nearly 35% of urban Indians encountered counterfeit products in the past year alone.
Counterfeiters use AI to generate high-definition product images that are used to list the products. Buyers purchase the goods because of the image but goods never match the final delivery. Because these AI-crafted listings can bypass basic filters, the responsibility has shifted onto platforms like IndiaMART to act as vigilant gatekeepers.
How Platforms Are Fighting Back
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- Behavioral Auditing: Rather than looking at a single complaint in isolation; platforms now analyse patterns and the seller’s history. By tracking any recurring “bait and switch” tactics. By identifying these red-flag sellers, we can restrict high-risk accounts.
- Profile Integrity Checks: Beyond simple document check, platforms are deploying algorithms that use AI generated pictures. Rest the companies check GST registration, business registrations, and contact authenticity.
- Direct Intervention: In case, a fraudulent activity is confirmed, marketplaces come into action by real time intervention. The action ranges from removal of suspicious listings to account suspension, maintaining the platform’s credibility.
- Seller training course: Digital marketplaces provide training programs for sellers. This session covers the consequences of AI misuse. It communicates the importance of transparent product representation for remaining active on the platform.
Conclusion
Protecting the digital marketplace is a shared responsibility. While platforms utilize AI-driven behavioral audits, buyers can help by choosing verified suppliers and reporting any fraudulent activity they face. This collaboration helps us maintain a secure ecosystem for everyone.