On December 24, 2024, Union Minister for Consumer Affairs, Food and Public Distribution, New and Renewable Energy, Mr. Pralhad Joshi, launched a series of innovative initiatives aimed at bolstering consumer protection in India. These initiatives include the introduction of an artificial intelligence-enabled helpline, along with tools to detect deceptive marketing practices, to help consumers navigate the growing digital marketplace more safely.

The AI-powered National Consumer Helpline is a key feature of these new measures, designed to offer consumers an accessible and efficient platform for resolving disputes. Additionally, the launch of the e-maap portal and the Jago Grahak Jago mobile app aims to empower consumers and provide them with faster and more streamlined avenues to address complaints. These initiatives are a step forward in strengthening consumer rights and ensuring that businesses operate with transparency and accountability.

In his address during the National Consumer Day 2024 event, Pralhad Joshi highlighted the significant progress India has made in resolving consumer disputes. Between January and November 2024, 6,587 consumer cases were resolved through the country's three-tier consumer court system, a significant improvement from the 3,628 new cases filed with the National Commission during the same period. This improvement showcases the growing effectiveness of the legal mechanisms available to consumers in India.

One of the most notable advancements has been the adoption of the e-Daakhil Portal, which was launched in 2020 and expanded nationwide in June 2023. The portal has now been fully adopted in states like Karnataka, Punjab, and Rajasthan, providing an easy way for consumers to file complaints online. The digital adoption of such platforms is part of India’s larger push to integrate technology into consumer dispute resolution, making it easier and faster for consumers to seek justice.

Mr. Joshi also acknowledged the role of e-commerce giants like Reliance Retail, Tata Sons, and Zomato, who have committed to improving online shopping safety. These companies have pledged to align with new consumer protection standards and work on enhancing consumer confidence in the rapidly expanding digital marketplace. As more consumers turn to online platforms for shopping, ensuring a safe and secure shopping experience has become a top priority for both the government and the industry.

Another important development in the consumer protection landscape is the work being done by the Consumer Protection Authority (CCPA). The CCPA is actively crafting new guidelines to regulate surrogate advertising, which has been a growing concern. The government recently issued notices to 13 companies for non-compliance with existing regulations, signaling its commitment to enforcing stricter controls over misleading advertising practices.

India’s digital revolution has created numerous opportunities for businesses and consumers alike. However, as Mr. Joshi emphasized, ensuring consumer confidence is paramount to sustaining growth in the digital economy. The initiatives launched on National Consumer Day are part of a broader effort to build a robust framework for consumer protection in India, especially in the e-commerce space. With AI-powered tools and more accessible online complaint resolution systems, consumers are now better equipped to address issues related to deceptive marketing, online safety, and product quality.

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