JAGO GRAHAK, JAGO

This article was published in November 2009 issue of “ONE INDIA ONE PEOPLE”

Taking consumers for a ride is a common practice in our country. A little awareness about their rights and responsibilities will go a long way in enriching the quality of life of the consumer, says Bhalchandra Naik.
Globalisation has thrown open vast opportunities to consumers and advancement of technology has also added to consumers’ choice. Aggressive marketing, continuous bombardment of advertisements, publicity and promotion, brainwash consumers and tempt them to buy even unwanted products, leading to over consumption and indulgence in affluence. This sets the trend in pricing because of which the economically weaker sections of the society suffer more.
The consumers in general do not get real value for money in this process. They are ignorant about their rights as consumers. There is lack of awareness regarding even why to buy and what to buy. Consumer awareness is the knowledge that a consumer should have about his rights and responsibilities. The first and foremost right is the right to information. Consumers must know in advance about the quality, quantity, potency, purity, standard and right price of goods to be purchased and services to be hired.
The unscrupulous shopkeepers take undue advantage of the ignorance of consumers. It is a common experience that the consumers are over charged for various products. For example, a soft drink bottle of 500 ml. capacity whose M.R.P. is Rs. 22 is sold at Rs. 24 even if no additional service is provided. This is generally experienced in multiplexes where affluent consumers do not challenge this practice. M.R.P. means Maximum Retail Price and charging more than M.R.P. is an offence but consumers are unaware of this fact or feel shy of fighting against this malpractice. In such cases, consumers can file a complaint to Legal Metrology Department on 022-22886666.
Consumers should also insist on a bill which is useful when they have to fight legal battles. While purchasing costly items like gold, gold smiths often discourage consumers from insisting on a bill in order to save taxes. Later, if the consumers feel cheated they cannot fight their case in the absence of a bill. To ensure quality, consumers should purchase products having quality symbols like Hallmark, ISI, AGMARK, FPO etc.
Consumers have the social responsibility to educate themselves and others about consumer rights and responsibilities. Take the case of fake notes. Although Reserve Bank of India has issued information about the salient features of Rs. 1000 denomination notes, how many consumers can identify a fake note? If consumers can do so, they can help in discontinuing the circulation of fake notes and also save the nation from financial losses. In the poster “Know Your Banknote” it gives information about intaglio printing i.e. raised printing which can be felt by touching the note at eight places. There are other salient features as well to identify a fake note like the numeral 1000 changes from blue to green when the bank note is tilted. It is our national duty to spread this useful information and take necessary action whenever required.
Consumers are generally reluctant to fight for their rights but they have the social responsibility of exposing the manufacturers, suppliers or the service providers who resort to illegal trade practices. The Consumer Protection Act, 1986 offers protection against the deficiency in product or service, poor after sale service, damage/loss to health, life and property due to the product, hazards arising out of the product or service, misleading advertisements, unfair trade practices, restrictive trade practices etc.
There are simple formalities under this Act and consumers can fight their case without the help of an advocate. Complaints may be sent even through registered post. Registered consumer organisations or government can also file complaints on behalf of consumers.
This Act has given the consumers six rights: Right to safety, Right to information, Right to choose, Right to be heard, Right to redressal and Right to consumer education. Under the Constitution of India two more rights are implied: Right to healthy environment and Right to basic needs. Consumers should be aware of these rights and propagate this knowledge. It is their prime social responsibility.
There is a need to empower consumers so that they can protect themselves on their own. Though the awareness is increasing the pace is slow. The government sponsored campaigns like “Jago Grahak, Jago” (Wake up consumers) have created some awareness but there seems to be less positive impact on product/service. It is heartening to know that the government has approved a scheme of Rs. 409 crore during the 11th five-year plan on awareness campaign aimed at helping all consumers irrespective of age, socio-economic class or gender to make free, fair and informed choices of products or services. Under its “Jago Grahak, Jago” campaign the department is reaching consumers through print advertisements as well as regional newspapers, TV spots in Doordarshan and private channels, audio spots in All India Radio and private FM channels, and through posters in postal departments.
The National Consumer Helpline, which has been the focus of the awareness campaign, empowers consumers from all over the country to dial the toll-free number 1800-11-4000 and seek telephonic counselling for problems that they face as consumers.
Consumers too have to realise their role and exercise their rights. Before buying a product they should collect all the relevant information: the past performance of producer/supplier/seller/service provider, performance of product/service etc. While buying a product ask for demonstration of the use of the product, guarantee of operation, contact number, address, availability of after sale service etc., and insist on a proper bill and the warranty card signed by the dealer. After buying, use product as per the instruction manual, keep the bill and warranty card safely. In case of a complaint, consumers should inform the dealer and keep all the record of the correspondence. Consumers can also get guidance from complaint guidance cells of voluntary consumer organisations like Mumbai Grahak Panchayat, CGSI etc.
Consumers who fight for their rights act in a way as the honorary consultants to that industry as system correction is possible and procedural improvements are made especially in service sectors. Instead of grumbling, consumers must approach appropriate authorities for the redressal of their complaints.
Besides being aware of their rights consumers have other responsibilities which include exercising restraint on consumption of water, electricity, fuel and other non-renewable scarce commodities whenever possible, if a product can serve for a longer period using it instead of buying a new one and recycling a product where possible. Government alone cannot do everything. Consumers have to come forward and spread the message about consumer rights and responsibilities. Organised consumers is power. Therefore consumers must unite and fight for their rights. The market mechanism can be improved by continuous monitoring, vigilance and whistle blowing at the right time. Tools like PIL, RTI, CPA can be effectively used for correcting existing deficiencies and flaws in the existing system which will help in enriching the quality of life of consumers. ------------- BHALCHANDRA NAIK

The writer is Vice-Chairman, Mumbai Grahak Panchayat, Mumbai.
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