Mass customization (MC) offers tailor-made services to customers and necessary for industries in current global competition. However, implementation of MC is at nascent stage particularly in consumer electronics. This study investigates barriers in adoption of MC in context with developing economies such as India. There are quite a few barriers which may affect implementation of MC. Through literature survey and experts' opinion 15 barriers has been identied. DEMATEL method was used to nd cause-effect relationship between these barriers. Also most signicant barriers has been identied as Lack of nancial support, Lack of awareness of use of Information Technology in MC, Not availability of machines supporting MC, Lack of support from top management, and Lack of trained & skilled manpower. This study guides policy maker and managers in understanding the challenges in implementation of MC in emerging economies.