How to Avoid Counterfeit Products When Shopping Online in India

Counterfeits rarely look fake in the listing. The photos are the brand's own, the title is copied word for word, and the reviews often belong to the genuine product. The difference only shows up when the box arrives, and sometimes not even then.

The good news is that most fakes are avoidable with a few habits: knowing which categories attract them, checking a handful of details before you pay, and inspecting the product properly when it lands. Here's how to avoid counterfeit products online, and what to do if one slips through.

The categories faked most often

Counterfeiters go where margins are high and quality is hard to judge from a photo. On Indian shopping apps, take extra care with:

• Beauty and skincare: serums, sunscreens and makeup from popular international brands. Fakes can irritate your skin or simply do nothing.
• Perfume: expensive, cheap to imitate, and hard to judge until you've worn it for a few hours.
• Chargers, cables and power banks: fakes can overheat, which makes this a safety issue, not just a value one.
• Earbuds: copies of popular designs that look right and sound wrong.
• Shoes: especially sports and sneaker brands, where style codes are well known.
• Watches: luxury lookalikes and copies of popular smartwatch designs.

You don't need to be suspicious of everything. You need to slow down in these categories.

Before you buy: five checks

1. Buy from the brand store or an authorised seller

This is the biggest single step. Many brands run official stores on the major apps, and some list their authorised online sellers on their own website. When the brand store charges a little more, the difference is worth paying. Our guide on checking if an online seller is genuine walks through the seller side step by step.

2. Match the model number with the brand's website

Find the exact model number, style code or SKU in the listing and search for it on the brand's official site. It should exist, and the specs, colours and box contents should match. A listing that avoids giving a model number, or quotes one the brand doesn't make, is a warning.

3. Compare the price with the brand's own price

A sale can knock a fair amount off, and a bank offer can take more. But a price far below the brand's own store, from a little-known seller, is the most common sign of a fake. Real stock costs roughly the same for every honest seller.

4. Read the newest reviews, not the overall rating

Fakes are often sold on listings that already have good reviews from genuine buyers. Sort by most recent and search the reviews for words like "fake", "duplicate", "original" or "smell". A cluster of recent complaints matters more than an old 4.5 rating.

5. Look for the mandatory label details

Packaged goods sold in India must carry details like the MRP, net quantity, date of manufacture, and the manufacturer's or importer's name and address. Listings often show the back of the box. If those details are missing or blurry in every photo, ask why.

When it arrives: packaging tells

Record one continuous unboxing video from the sealed package onwards. Then check:

• Printing quality. Blurry logos, uneven fonts, spelling mistakes and slightly-off colours are classic signs.
• Seals and wrapping. Factory cellophane is usually tight and neat. Loose, wrinkled or glued wrapping suggests repackaging.
• Batch codes and expiry. On beauty products and perfume, the batch code on the box should match the one on the bottle or tube. Mismatched or missing codes are a strong warning.
• Weight and finish. Fakes are often lighter, with rough edges, flimsy caps or loose buttons.
• Smell and texture. A strange smell, separated texture or a different colour from what you've used before is a reason to stop.

Serial numbers, IMEI and certification marks

For electronics, the product itself can confirm what it is.

• Phones: dial *#06# to show the IMEI. It should match the box and the invoice. The Department of Telecommunications' Sanchar Saathi portal also lets you check whether an IMEI is valid.
• Laptops, earbuds and other gadgets: many brands let you enter a serial number on their website to see warranty status. A genuine new product should be recognised, and its warranty shouldn't have started long before you bought it.
• Chargers and adapters: many electronics sold in India need BIS registration and carry the BIS Standard Mark with a registration number starting with "R-". You can verify that number in the BIS Care app.

If the serial number doesn't exist, belongs to another model, or shows a warranty that began months ago, contact the seller and the platform straight away.

If you received a fake

1. Stop using it. Especially anything you put on your skin and anything that charges.
2. Gather evidence: the unboxing video, clear photos of labels, codes and packaging, and screenshots of the listing and seller details.
3. Raise a return in the app within the return window. Pick an accurate reason like "counterfeit" or "not as described" and attach your evidence.
4. Tell the brand. Most brands want to know about fakes and can confirm whether a serial or batch code is genuine, which strengthens your case.
5. Escalate to the platform's grievance officer if support doesn't resolve it.
6. Call the National Consumer Helpline on 1915, then use the e-Daakhil portal for a formal complaint. Selling fakes as genuine can be an unfair trade practice under the Consumer Protection Act, 2019.

Once it's sorted, leave an honest review. It's the warning you wish you'd had.

Don't let fear push you into overpaying

Not every low price is a fake, and not every expensive listing is genuine. The checks above work at any price: the right seller, the right model number, the right labels and a serial that checks out.

It also helps to start from a short, clean list rather than a crowded search page. Nudge gives you three picks matched to your answers, each with a reason it fits, and no sponsored results. For beauty specifically, read our guide to buying authentic skincare online, and for review red flags, see how to spot fake reviews.

Frequently asked questions

Which products are most often counterfeit online?

Beauty and skincare, perfume, chargers and cables, earbuds, sports shoes and watches are the categories to be most careful with.

How can I check if a phone is genuine?

Dial *#06# to see the IMEI, match it with the box and invoice, and check it on the Sanchar Saathi portal. Then check warranty status on the brand's website.

Are brand stores on shopping apps safe?

They're the safest option on a marketplace, because the stock comes from the brand or its authorised partner. Still check the invoice and serial number.

Can I get a refund for a fake product?

Yes. Raise a return with evidence in the app first. If it isn't resolved, escalate to the grievance officer, then the National Consumer Helpline on 1915 or e-Daakhil.

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Start from a shortlist you can trust. Try Nudge.