As India’s markets become increasingly digital and consumer choices expand rapidly, protecting consumer rights has become more complex than ever. From tackling dark patterns and misleading advertisements to ensuring fair e-commerce practices and strengthening grievance redressal, the Department of Consumer Affairs is at the forefront of building a transparent and consumer-friendly marketplace.
Mr. Anil Kumar speaks with Nidhi Khare, Secretary, Department of Consumer Affairs, Government of India, for Indian Masterminds Spotlight, about the evolving landscape of consumer protection in India. She discusses the impact of the Consumer Protection Act, 2019, the government’s efforts to regulate digital marketplaces, curb unfair trade practices, address price volatility, promote consumer awareness, and prepare India’s consumer protection framework for the challenges of artificial intelligence, sustainability, and the digital economy. She also shares her vision for a technology-driven, consumer-centric ecosystem by 2030 and reflects on the leadership lessons she has learned during her distinguished career in public service.
Consumer protection has evolved significantly in recent years. What do you see as the three biggest challenges facing the Department of Consumer Affairs today, and how is the government addressing them?
Consumer protection today is evolving in tandem with rapid technological and market changes. In my view, three major challenges stand out.
- First is the digital transformation of markets. E-commerce, quick-commerce, AI-driven advertising, and algorithmic decision-making have created new forms of consumer harm that were not envisaged a decade ago. The Government has responded through the Consumer Protection Act, 2019, establishment of the Central Consumer Protection Authority (CCPA), and issuance of sector-specific guidelines on matters such as dark patterns and misleading advertisements.
- Second is ensuring effective enforcement in an increasingly complex marketplace involving multiple intermediaries and cross-border transactions. Modern supply chains and digital marketplaces often involve multiple actors, making it difficult to determine responsibility when consumers suffer harm. The Department has responded by strengthening the enforcement architecture under the Consumer Protection Act, 2019, promoting greater inter-regulatory cooperation, and harnessing technology for real-time grievance redressal and market surveillance. The objective is to ensure that consumer rights remain protected irrespective of the mode or geography of commerce.
- Third is bridging the awareness gap. Consumer rights can be fully realized only when consumers are informed and empowered. Through initiatives such as the “Jago Grahak Jago” campaign, National Consumer Helpline, and digital outreach programmes, we are working to make consumer protection more accessible and inclusive.
India has witnessed an explosion in e-commerce and quick-commerce services. How is the Department ensuring that consumers are protected from unfair trade practices, fake reviews, counterfeit products, and misleading online advertisements?
The digital marketplace offers immense convenience, but it also presents unique risks. The Department has adopted a multi-pronged strategy to safeguard consumers in the online ecosystem.
The Consumer Protection Act, 2019 and the Consumer Protection (E-Commerce) Rules, 2020 impose obligations on e-commerce entities regarding transparency, grievance redressal, and fair business practices. The CCPA has actively
intervened against misleading advertisements, fake reviews, and unfair trade practices.
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Recognizing the growing influence of digital content, the Government has issued Guidelines for Prevention of Misleading Advertisements and Endorsements and Guidelines on Prevention and Regulation of Dark Patterns. We have also issued frameworks relating to fake reviews and product safety.
The National Consumer Helpline provides an accessible platform for consumers to report grievances, while enforcement actions by the CCPA serve as an important deterrent against non-compliance. Our objective is to ensure that technological innovation proceeds alongside consumer trust and accountability.
The Consumer Protection Act, 2019 introduced several landmark provisions, including product liability and the Central Consumer Protection Authority (CCPA). How would you assess the impact of these reforms so far?
The Consumer Protection Act, 2019 marked a paradigm shift in India’s consumer protection framework. It modernized the law to address challenges emerging from digital markets and contemporary business models.
The establishment of the CCPA has significantly strengthened enforcement by enabling proactive interventions against unfair trade practices, misleading advertisements, and violations affecting consumer rights. Unlike traditional dispute resolution mechanisms, the CCPA has preventive and regulatory powers that allow timely market interventions.
Similarly, the introduction of product liability has enhanced accountability across the supply chain by holding manufacturers, service providers, and sellers responsible for defective products and deficient services.
These reforms have collectively strengthened consumer confidence, promoted responsible business conduct, and reinforced the principle that consumer welfare is central to economic growth.
Despite the expansion of consumer commissions across the country, delays in dispute resolution continue to be a concern. What steps are being taken to reduce pendency and ensure quicker justice for consumers?
Timely dispute resolution is critical to effective consumer protection. The Department is pursuing several measures to improve efficiency and reduce pendency in consumer commissions.
Digitization has been a major focus area. The e-Jagriti portal enables consumers to file complaints online, reducing procedural barriers and improving accessibility. Virtual hearings have also enhanced convenience and efficiency.
The Department continues to work with States and Union Territories to fill vacancies, strengthen infrastructure, and build institutional capacity of consumer commissions. Continuous monitoring of pendency and adoption of best practices are helping improve disposal rates.
Our broader objective is to create a consumer dispute resolution ecosystem that is accessible, technology-driven, and capable of delivering timely justice.
How serious is the issue of dark patterns of digital platforms and what regulatory or technological interventions are being planned to curb such practices?
Dark patterns are a significant concern because they undermine consumer autonomy and distort informed decision-making. Practices such as false urgency, drip pricing, subscription traps, and interface interference can unfairly influence consumer choices.
India is among the first jurisdictions globally to issue comprehensive Guidelines for Prevention and Regulation of Dark Patterns. These guidelines identify and prohibit specific deceptive design practices that mislead consumers. In fact, the RBI while banning Dark Patterns in banks has taken up the definition of dark patterns and the dark patterns as identified by CCPA.
Additionally, CCPA has also published an Advisory on Self-Audit by E-Commerce Platforms for detecting the Dark Patterns on their platforms to create a fair, ethical, and consumer-centric digital ecosystem in 2025. The e-commerce platforms, based on the self-audit reports, are also encouraged to give self-declarations that their platform is not indulging in any dark patterns.
The Department, through the CCPA, is actively monitoring compliance and engaging with industry stakeholders to promote responsible digital design. We are also exploring technology-enabled market surveillance tools and greater inter-regulatory cooperation to detect emerging patterns of consumer harm.
Consumer trust is the foundation of the digital economy, and ensuring fair digital markets remains a priority.
Inflation and price volatility in essential commodities remain a major concern for ordinary citizens. How does the Department monitor market trends and intervene to prevent hoarding, black marketing, and artificial shortages?
Ensuring affordability and availability of essential commodities is a key responsibility of the Department. We maintain close monitoring of prices through a nationwide network that tracks retail and wholesale prices of essential commodities on a daily basis.
The Department undertakes regular stock monitoring and coordinates with State Governments to prevent hoarding and black marketing. Interventions such as stock limits under the Essential Commodities Act, market releases from buffer stocks, and calibrated import-export measures help stabilize prices and improve availability.
Consumer welfare requires balancing market efficiency with affordability, and our approach is guided by evidence-based monitoring and timely intervention.
Consumer awareness remains uneven, particularly in rural and semi-urban India. What initiatives are being undertaken to educate citizens about their rights and the grievance redressal mechanisms available to them?
An informed consumer is the best safeguard against unfair practices. The Department has consistently emphasized consumer awareness through the widely recognized “Jago Grahak Jago” campaign.
Awareness initiatives are disseminated through television, radio, print, social media, and community outreach programmes in multiple languages to maximize reach. The National Consumer Helpline provides easy access to grievance redressal and guidance in — different languages across India.
We are also leveraging digital platforms and collaborating with educational institutions, consumer organizations, and State Governments to expand outreach. Our aim is to ensure that every consumer, regardless of geography or socio-economic background, is aware of their rights and remedies.
Artificial intelligence, algorithm-driven recommendations, and personalized pricing are reshaping the marketplace. Do existing consumer protection laws adequately address these emerging challenges, or is a new regulatory framework required?
The Consumer Protection Act, 2019 is a technology-neutral legislation with broad principles that remain relevant even as markets evolve. Concepts such as unfair trade practices, misleading advertisements, and consumer rights provide a strong foundation for addressing many emerging challenges.
However, technological developments such as AI systems, algorithmic decision-making, and personalized pricing raise complex questions relating to transparency, fairness, and accountability. Regulatory frameworks must evolve alongside technological advancements.
The rise of sustainability claims and green marketing has led to concerns about greenwashing. How is the department working to ensure that environmental claims made by the companies are genuine and verifiable?
The Government is closely examining these developments and engaging with stakeholders to ensure that innovation remains consumer-centric. Going forward, a combination of principle-based regulation, technological oversight, and adaptive governance may be necessary to address emerging risks.
Consumers are increasingly making choices based on sustainability considerations. While this is a positive trend, unsubstantiated environmental claims can mislead consumers and distort markets.
The Department has issued Guidelines for Prevention and Regulation of Greenwashing and Misleading Environmental Claims to promote transparency and accountability. The guidelines require environmental claims to be truthful, substantiated, and based on verifiable evidence.
The objective is not only to protect consumers from misleading claims but also to encourage genuine sustainability efforts by businesses. Credible environmental claims are essential for building trust and advancing sustainable consumption.
Recognising the growing concerns around sustainability claims, the CCPA is also examining instances of greenwashing to ensure that environmental representations made by businesses are truthful, substantiated, and do not mislead consumers.
Looking ahead to 2030, what is your vision for consumer protection in India? What reforms, technologies, or institutional changes do you believe will define the next phase of consumer empowerment?
My vision for 2030 is of an ecosystem where consumer protection is preventive, technology-enabled, and globally aligned.
Artificial intelligence and data analytics will increasingly support market surveillance and early detection of consumer harm. Dispute resolution systems are likely to become more digital, accessible, and efficient. Consumer protection frameworks will also need to address cross-border commerce, digital products, and emerging technologies.
Equally important is fostering a culture of responsible business conduct where compliance is viewed not merely as a legal obligation but as a competitive advantage. Ultimately, the goal is to create a marketplace that is fair, transparent, innovative, and trusted by consumers.
As a senior civil servant, what leadership lessons have you learned while handling complex consumer issues that involve multiple stakeholders from regulators and businesses to millions of citizens?
Consumer protection sits at the intersection of law, economics, technology, and public policy. One of the most important lessons I have learned is the value of collaborative governance. Effective solutions often require cooperation among regulators, industry, civil society, and consumers.
Another key lesson is the importance of balancing innovation with accountability. Regulation should enable growth while ensuring that consumer interests remain protected.
Finally, public service requires empathy and responsiveness. Every policy decision ultimately affects citizens. Keeping the consumer at the center of decision-making has been the guiding principle of our work and remains essential for building trust in institutions.
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