From Our Special Correspondent
Daijiworld Media Network - Bangalore

Bangalore, Mar 17: Though valiant government efforts to promote consumer awareness through plethora of programs like 'Jago Grahak Jago’ initiative seem to bear fruitful results as about 30 per cent of urban Indians are aware of their rights as consumers but majority of them still remain ignorant, complacent and ill-informed about their rights and existing laws, according to a recently concluded survey by apex industry body ASSOCHAM.

The study conducted in the wake of World Consumer Rights Day celebrated globally on March 15, said: ''Growing market for counterfeit products and imported goods from China largely driven by web-shopping portals are promoting trust deficit amid consumers, besides promotion of products and services through misleading advertisements in various media together with lack of transparency, complex terms and conditions, non-disclosure of hidden charges/fees, penalties and others are certain key concerns of modern Indian consumers.”
 
The Associated Chambers of Commerce and Industry of India (ASSOCHAM), which conducted the study to ascertain awareness levels vis-à-vis consumer protection amid urban Indians, had interacted with its Social Development Foundation with about 4,000 people with comprising an equal number of male and female respondents at 15 centres – Ahmedabad, Bangalore, Bhubaneswar, Chandigarh, Chennai, Delhi, Hyderabad, Kanpur, Kolkata, Kochi, Lucknow, Mumbai, Nagpur, Pune and Thiruvanathapuram during January-February, 2014.

“India Inc. is taking significant steps in this direction as companies today are serious about informing, educating and communicating with their target consumers in a bid to enhance their knowledge and awareness about products, services offered by the company and also seeking consumers’ feedback, complaints and suggestions thereby nurturing a positive culture of consumer consciousness and behavior,” said D S Rawat, secretary general of ASSOCHAM while releasing the chamber’s survey.

“Social media channels like Twitter, Facebook, YouTube, blogs, newsfeeds and others are certain significant innovative ways that companies in various domains are using to connect with the consumers of all age group,” said Rawat.
 
“However a simple, speedy and an inexpensive consumer grievance redressal mechanism is imperative to further promote awareness levels and the authorities must perk up the system and procedure for filing complaints in consume courts and further improve, strengthen the reach of government led awareness campaigns across the country,” he said.

Of the total about 30 per cent of all the respondents admitted they were aware of consumer rights and majority of these said they pursued their rights as consumers only after they were mistreated, duped or cheated.

Majority of total respondents said they are unfamiliar with any rights and laws relating to consumers’ protection, though some of them said they have heard about certain consumer rights through awareness campaigns but have not found the need to learn about it as they have not encountered any such problems so far, the study said.