Intellectual property rights (IPR) are granted to protect creative innovation by conferring exclusive ownership and commercial rights. Geographical Indications (GIs) have emerged as a significant intellectual property tool in India,fostering rural development, protecting traditional knowledge, and supporting inclusive economic growth in a rapidly transforming digital environment.With the expansion of e-commerce platforms, GI products have gained new avenues for visibility and market access; however, recent research highlights challenges including counterfeit listings, qualitydilution ,inadequate producer awareness, and weak digital branding strategies(NIScPR, 2023; IBEF, 2022).These issues limit the full commercialization potential of GI goods and restrict the benefits reaching artisan and farming communities. The key objectives are to analyse the role of digital marketplaces in enhancing GI product reach, identify legal and socio-economic barriers affecting online GI trade, and propose actionable policy strategies to improve traceability, producer participation, and value chain integration.However, geographical indication (GI) rights represent a distinctive category of intellectual property that is granted collectively to producers of a specific region, signifying the origin, reputation, and unique qualities of their products. These rights serve not only as legal protection but also to preserve the cultural heritage. In the traditional market, GI products are not identified through labelling, inspections and their sale within designated localities. It is complicated in the online e-commerce platforms, such as Amazon and Flipkart. Online platforms facilitate third-party sellers from anywhere in the world to market products. The genuineness of GI products is difficult to verify on online platforms. Consequently, consumers may be misled about the origin, quality and certification of these goods. The proliferation of counterfeit registered GI products undermines the authenticity and economic value of these products. Although consumer protection (E-commerce) rules attempt to introduce greater transparency and liability of intermediaries, they remain largely ineffective. It is necessary to incorporate a stronger traceability system, digital certification mechanisms, and enhance the accountability for e-commerce platforms.The study adopts a mixed-method approach comprising policy and legal analysis of the GI Act, TRIPS provisions, and digital trade frameworks; qualitative interviews with artisans, producer collectives, IP experts, and e-commerce representatives; and case studies of selected Indian GIs marketed through online platforms. Secondary data from GI registries, government reports, and recent academic studies complement the primary findings.