India is undergoing rapid industrialisation and globalisation, with a vast and growing population. Rising atmospheric mercury (Hg) emissions are one of the severe environmental crises the country faces as a result of this fast-paced development. India is the second largest emitter of Hg in the world. Here, we study the domestic and foreign socioeconomic drivers of India's Hg emission increases over time. We find that the growing domestic per capita final demand level is the most important driver of India's Hg emissions increase, having been responsible for 88% of the total increase of 125 tons (t) during 2004–2017. In contrast, India's changing Hg emission intensity and economic structure contributed to a cumulative decrease in emissions, albeit to a much lower extent (about 22 t). Given the importance of socioeconomic drivers, there is an urgent need to account for them in India's Hg emission mitigation efforts. The Minamata Convention on Mercury currently targets reduced manufacture, trade and use of Hg, and its reduced environmental releases among others. It must also begin to incorporate considerations of evolving socioeconomic drivers such as increasing consumerism and changing economic structures. Thereby it can inspire multi-faceted solutions to the global mercury pollution crisis. •Only controlling direct emissions is insufficient to solve India's mercury crisis.•Socioeconomic changes influencing India's mercury emissions are assessed.•Growing per capita final demand level (particularly domestic) is most concerning.•Mitigation policies must target changing consumption habits and economic structure.•The Minamata Convention must consider socioeconomic drivers of mercury emissions.