A study of necessity and utility of consumer education in India

In the modern environment, consumers are more likely to be drawn to dangerous and subpar goods and services. Customers are now in far greater danger as a result. Customers' ignorance of the goods and services they buy is the main cause of this. In order to combat this, primary and secondary school must educate consumers about consumerism. This lowers the high level of risks associated with dangerous and subpar goods and services and helps consumers be more aware of the goods and services they choose to fulfil their needs and desires. Consumer education encompasses educational programs and skills that empower all members of society to be responsible and conscious consumers as well as citizens. The current status of consumer education in India and its influence on consumer behaviour are examined in this research paper titled

Introduction

In a culture where people make purchases, consumer education is essential. It is crucial to empowering and educating Indian consumers. Consumer education is the process of educating customers about their rights and responsibilities and providing them with the skills and information necessary to make informed decisions when making purchases of goods and services. It is the process of equipping a person with the abilities, information, and comprehension that are far more essential for day-to-day existence in order to maximize their personal fulfillment and use of their resources [1] . Many consumer associations and non-governmental organizations (NGOs) in India aim to promote consumer education. These organizations educate consumers on their rights, the channels of appeal available to them, and how to make informed judgments while making purchases of goods and services through workshops, seminars, and awareness campaigns. Critical thinking is fostered via consumer education, which enables consumers to operate more effectively in the marketplace [2] . The growth of e-commerce in India has made consumer education more crucial than ever in recent years. Given the rise in online purchasing, consumers need to be aware of their rights while making purchases from these platforms. Furthermore, several e-commerce sites have started initiatives to promote customer education, such as offering comprehensive product descriptions, clear pricing, and easy return and refund procedures. In India, consumer education is carried out through a variety of outlets, including the media, government agencies, consumer associations, non-governmental organizations (NGOs), and educational institutions.

To safeguard consumer interests, the Indian government has created a number of organizations and legislation, including the Bureau of Indian Standards, the National Consumer Disputes Redressal Commission, and the Consumer Protection Act of 1986 [3] . Additionally active in consumer education and advocacy are consumer organizations like the Consumer Education and Research Centre and the Consumer Guidance Society of India. Overall, a number of steps have been taken to protect consumer interests and provide them with the knowledge and skills necessary to make informed decisions, even if there is still much work to be done to enhance consumer education in India [4] .

Research Objective

 To assess the necessity, applicability, and general usefulness of consumer education in safeguarding and empowering Indian consumers.  Understand the function of consumer education in India and how it empowers us to make informed and intelligent purchases.  To determine how consumer education operate in the schools?

Meaning-Consumer Education

Education serves a variety of purposes, such as imparting skills, educating people about their rights, and imparting basic knowledge in a particular field. In a society, consumer education is important and fundamental. The purpose of consumer education is to help consumers organize their daily lives in a sustainable manner. It does this by teaching them fundamental concepts and skills that enable them to make an informed decision based on the product's quality and consideration of any health or environmental risks. This will result in the highest level of satisfaction and resource utilization [5] . The goal of consumer education is to make people aware of their rights and desires, the guarantee that the correct products will be accessible at the right price, the legal recourse available in the event that goods or services are defective, and customers have an ethical obligation to avoid wasteful and needless consumption and to be mindful of environmental risks and sustainable resource use [6] . enacted by Parliament of India, the basic rights of a consumer include the following: delineates six fundamental rights for consumers  Right to Safety: Customers are entitled to protection from products and services that endanger their lives and property. This guarantees that goods and services follow safety regulations, protecting customers [7] .  Right to Be Informed: The right mandates that consumers must receive accurate and complete information regarding the quality, quantity, potency, purity, standard, and price of goods or services. This transparency enables consumers to make informed choices and prevents unfair trade practices [8] .  Right to Choose: The Act ensures that customers have the right to select from a range of goods and services at reasonable costs, free from monopolistic influences or compulsion [9] .

Consumer Rights according to Consumer

 Right to Be Heard: This right ensures that consumer grievances are acknowledged and addressed by appropriate forums or authorities. It mandates that consumers' voices are considered in decision-making processes impacting their interests [10] .  Right to Seek Redressal: Customers have the right to pursue remedies for complaints, such as reimbursement or a replacement for defective products or services. This clause promotes responsibility in business processes and shields customers from exploitation [11] .  Right to Consumer Education: By guaranteeing that consumers are aware of their rights and obligations, the Act highlights the significance of consumer awareness. This cultivates an informed populace capable of identifying and opposing exploitative behaviours [12] .

Significance of consumer education

In India, consumer education is crucial for a number of reasons. First, consumer durables now find India to be a desirable market. Understanding the dynamics of consumer profiles is crucial because of the changing external conditions and fierce competition. Raising understanding of consumer rights, views regarding marketing tactics, laws, and associated consumer behaviour issues is facilitated by consumer education. Due to their remote locations and low educational attainment, rural customers have little brand awareness; however, this has changed as a result of advancements in communication technologies and increased awareness of education. Since the matching of products and brands reinforces customers' self-concepts, consumer education aids in our understanding of how branding affects consumer self-reinforcement mechanisms and meaning construction [13] .

In order to make wise choices and safeguard oneself from fraud, consumer education is crucial. It assists a person in making appropriate purchases, familiarizes them with the challenges they encounter, instills logical perspectives, and gives them norms of uniformity. By using their money wisely and raising their standard of living, it also assists the consumer in achieving maximum satisfaction [14] . It gives people the ability to choose the goods and services they use with knowledge. Customers who have access to information are better able to defend themselves from fraud, steer clear of scams, and make informed purchases.

Customers must be able to recognize potentially dangerous products and take precautions to keep themselves safe. People can recognize and steer clear of products that could endanger their health and safety with the use of consumer education. Additionally, it educates people how to properly handle their money. Customers may make wise financial decisions that can enhance their financial well-being if they comprehend fundamental financial concepts including budgeting, saving, investing, and credit management. Sustainable purchasing habits are encouraged via consumer education.

Customers may make decisions that minimize waste, preserve natural resources, and advance sustainability by being informed about how their decisions affect the environment. It aids people in developing into responsible citizens. People may effectively engage in the marketplace, hold companies responsible for their conduct, and support laws that safeguard consumers by being aware of their rights and obligations as customers. To sum up, consumer education is crucial for encouraging well-informed decisionmaking, defending consumer rights, and advancing general wellbeing [15] .

Need for consumer education and empowerment in India

Today's consumers are exposed to a wide range of new goods and services in a dynamic and complicated socioeconomic environment, which greatly influences their purchasing decisions, which are based on a number of internal and outside factors: the allure of product brands that boast improved efficiency, comfort, speed, and dependability. Income, cost, technology, product quality, and operational efficacy all have an impact on consumers' economic actions.

The foundation of a consumer's expectations is information obtained through traditional Using unconventional publicity channels from the remarks of friends, neighbours, coworkers and further impacted by product advertisements in radio, television, newspapers, magazines, hoardings, banners, and posters. The type and character of the stimulus affects consumer attitudes. Which they are exposed to at a specific moment, and the consumer is unable to make an informed decision if incomplete or erroneous information is given by intentional attempts to deceive and influence. Therefore, the main area of concern is consumer education and empowerment because inaccurate information or an abundance of options may make it difficult for consumers to choose a product. On the need for widespread consumer awareness programs to raise public understanding of basic issues like the Indian Standard Institute (ISI) mark on items, Gold Hall Marking, and Maximum Retail Price (MRP), and dates of expiration. The content of awareness campaigns would need to be enhanced as and when voluntary standards are introduced into the services sector or legislation are put in place requiring adherence to standards for environmental, health, or safety reasons.

Necessity of consumer education in India

In India, consumer education is essential for empowering people against exploitation, combating problems like fraud, adulteration, and deceptive advertisements, and guaranteeing that they receive high-quality goods and services at reasonable prices. It is also essential for creating a transparent market and facilitating informed decisionmaking, particularly with the growth of e-commerce. It promotes accountability in enterprises by teaching rights, legal remedies, sustainable practices, and responsible consumption [16]

Utility of consumer education in India

In India, consumer education is essential for empowering people to make educated decisions, defend themselves against exploitation (such as fraud and inferior products), assert their rights (under the Consumer Protection Act), and promote a more equitable and transparent marketplace that results in higher-quality goods, financial literacy, and sustainable consumption practices. Customers become empowered participants instead of susceptible individuals, which increases demand for improved corporate practices and boosts the economy [17] . In July 2025, 10 States, along with the National Consumer Disputes Redressal Commission (NCDRC) recorded a disposal rate of more than 100%. This indicates that the volume of cases resolved during the month surpassed the number of newly filed cases, demonstrating enhanced efficiency and a reinforced commitment to delivering timely consumer justice.

Role of the Central Consumer Protection Authority (CCPA)

Established on July 24, 2020, under the Consumer Protection Act of 2019, the Central Consumer Protection Authority (CCPA) is a regulatory agency tasked with protecting the interests of consumers collectively. Its functions include:- Defending, advancing, and upholding consumer rights.  Preventing unfair commercial practices.  Ensuring that no goods or services are sold in a way that violates the Act.  Keeping an eye on and controlling marketing to stop deceptive or false claims.  Taking legal action against publishers, producers, and endorsers who distribute deceptive advertisements.

Catalysing Consumer Protection Initiatives

The Consumer Welfare Fund-Initiatives that safeguard consumer interests and bolster the national consumer movement are the focus of the Consumer Welfare Fund.

States and Union Territories are given financial support to create a Consumer Welfare Corpus Fund; contributions are made on a 75:25 ratio, and for Special Category States and selected Union Territories, on a 90:10 ratio. The interest earned on this corpus is used to finance program activities.

As of December 31, 2024, Rs. 38.68 crore had been disbursed to the States and Uttar Pradesh states during the fiscal year 2024-2025 [21] .

Building a Responsive and Reliable Consumer Redressal Framework

For people to receive prompt and fair resolutions to complaints resulting from the purchase of products or services, a responsive and trustworthy consumer redressal system is essential. By ensuring that their problems are acknowledged, handled, and effectively resolved, strengthening this system not only increases consumer empowerment but also fosters trust in the marketplace [22] .

E-Jagriti-Revolutionizing Consumer Justice in 2025

Since its introduction on January 1, 2025, e-Jagriti has quickly grown to become a major digital forum for the resolution of consumer complaints in India. It improves accessibility and streamlines processes by combining previous systems, such as OCMS, e-Daakhil, NCDRC CMS, and CONFONET, into a single, streamlined interface. The portal allows users to register complaints, make payments, take part in virtual hearings, and track the status of their cases. It is currently available throughout the NCDRC as well as all States and Union Territories. Its voice-to-text capabilities, chatbot support, multilingual support, and secure digital access guarantee usability for all users, including senior citizens and people with impairments [23] .

National Consumer Helpline 2.0

With the launch of AI-enabled NCH 2.0, the Department of Consumer Affairs has improved the National Consumer Helpline (NCH), providing multilingual support, chatbotassisted interactions, and accelerated grievance processing. Customers can use the portal to file complaints online, look for pre-litigation remedies, and get rights information. By using cutting-edge technical solutions, the National Consumer Helpline has significantly increased its reach and operational effectiveness. From 12,553 pertaining to refund claims were successfully addressed by this substantial redress, which was accomplished across 30 sectors [24] . Through a variety of media, such as WhatsApp, SMS, email, the NCH app, the web portal, and the Umang app, customers can file complaints through the Integrated Grievance Redressal Mechanism through the National Consumer Helpline, which is available in 17 languages. The Department advises customers to use the online portal or the toll-free number 1915 to guarantee that their complaints about products or services are handled efficiently and quickly [25] .

Jago Grahak Jago Portal and Mobile App

To protect customers from dishonest internet behaviours, the Department of Consumer Affairs has put sophisticated digital instruments into place. These tools analyse platform language and design to find possible dark patterns. They were developed as part of a real-time intelligent cyberphysical system on the Airawat AI Supercomputer. While the Jagriti App allows users to report suspicious URLs directly to the Central Consumer Protection Authority, the Jago Grahak Jago App provides verified e-commerce information and warns users of potentially dangerous websites. By offering real-time platform evaluations, the Jagriti Dashboard enhances monitoring even more. When combined, these instruments strengthen consumer rights protection, improve oversight, and enable prompt remedial action [26] . Design strategies known as "dark patterns" are used to trick or coerce customers into making decisions they might not have intended. In order to address this issue and provide greater fairness and openness in the digital economy, the CCPA has issued guidelines that prohibit techniques including drip pricing, disguised ads, and false urgency

Bureau of Indian Standards (BIS)

According to the BIS Act of 2016, the Bureau of Indian Standards is India's national standards organization. It is essential to the creation of standards, product certification, and quality control. Through its work in standard development, certification, and testing, BIS helps make safe and dependable products available, reduces consumer health risks, promotes import substitution and export competitiveness, and stops needless variation in product specifications across the market [27] . In order to guarantee dependability and quality in evaluation, NTH produces test certifications that adhere to both national and international standards as well as client-specific specifications. The organization supports the expansion of domestic manufacturing and serves as a crucial conduit between industrial research and production, playing a significant role in industry, commerce, and standardization [28] .

The legal metrology rules-recent amendments (2025)

The declarations be displayed on all pan masala packets, regardless of size [29] .

Conclusion and suggestion

In India, educating consumers about their rights and obligations when making purchases of goods and services is crucial. The Indian government has implemented a number of initiatives to raise consumer awareness and education in recent years. The Ministry of Consumer Affairs, Food and Public Distribution's creation of the National Consumer Helpline (NCH) 13 is among the most important efforts in this area. Customers can submit complaints and seek remedy by calling the NCH's toll-free number, 1800-11-4000.

To sum up, consumer education is crucial to guaranteeing that customers understand their rights and obligations when making purchases of goods and services. Although the Indian government has made a number of actions to raise consumer awareness and education, much more needs to be done to guarantee that all Indian customers are properly educated and protected.

Suggestion

In India, consumer education is essential because it shields consumers from fraudulent activities and enables them to make educated judgments about the goods and services they buy.

1. Yuvasri K, Consumer Education in India. International Journal for Legal Research and Analysis. 2023;2(7).
2. Yuvasri K. Consumer education in India. Int J Leg Res Anal. 2023;2(7).
3. Erickson MB. Consumer Education. PI Lambda Theta J. 1941;19(4):135-137. http://www.jstor.org/stable/42915657. Accessed 25 Feb. 2023