By Ajay Srivastava Non-tariff barriers (NTB) now cause more export loss than tariffs ever did. India must raise the issue of NTBs in trade talks, make recognition of standards reciprocal, escalate unjust rules to the World Trade Organisation, use counter-measures where needed, & insert NTB-discipline clauses in trade pacts, writes Ajay Srivastava Hurdles that go beyond tariffs Tariffs are no longer the real barrier to trade. Indian exports today face a more complex and hidden obstacle: Non-tariff barriers (NTBs). While customs duties have fallen worldwide, countries increasingly restrict imports through health rules, product standards, certifications, licensing systems, and inspection regimes. Many of these are presented as legitimate safeguards—but when they lack scientific basis, apply selectively, or impose excessive cost, they become covert trade barriers. Indian goods face such obstacles across the EU, US, China, Japan, Korea, Russia, Latin America and West Asia.