India is one of the biggest markets globally and presents a great opportunity for retail trade.

However, with its large illiterate and ignorant population, exploitation is possible. Strong consumer-rights base can help in making it less probable. In broad sense, consumer is anyone who consumes either services or goods and pays in return to supplier which can be a company, institution or an individual under an economic structure. The relationship between the two is through the mutually agreed transaction, which has its inherent benefits for both parties. However, dishonesty on either end can put other party at disadvantage. Its usually the consumer who faces the risk for getting cheated as the suppliers are generally more organized, knowledgeable and have access to richer resources. In this respect, consumer rights come into light. Till 1980s, Indian economy was largely closed and under tight control of the government. Thus, the consumer rights movement started quite late in 1986 in the form of Consumer protection act, which was to serve as an informal forum for grievance redressal in its very basic form. Subsequently it was modified and many other legislations were passed. Currently, there are about two dozen consumer related laws including the Consumer Protection Act. However, consumers in India are still far from adequately empowered owing to a variety of reasons. Firstly, the awareness about the rights remains at low levels, especially at rural and far flung areas. Secondly, related to ignorance is inadequate spread of consumer rights movement in villages where major chunk of India resides. Moreover, the laws are as good as their interpretation and implementation. Unfortunately, there havent been any landmark verdicts which could create required precedence as in countries like U.S.A. putting the fear of tough measures in the hearts of goods and services providers. In addition to that, the unfair practises adopted by consumer themselves sometimes for flimsy gains puts them to the risk of exploitation as their case would be struck due to technical boundations. Thus, its imperative for an aware consumer to keep a clear record of transaction, usually in the form of bill. Such proactive measures demand awareness. For the same, government has adopted a three pronged approach. Firstly, awareness campaigns like Jago Grahak Jago through media and similar channels have been started. Secondly, toll-free telephone lines in regional language have been established. Thirdly, the culture of consumer-clubs are encouraged through schools, colleges and other institutions. Consumers, through these clubs cab approach the redressal agency as a group of similar petitions like Class Action Suit. Third party interest petitions can be filed by NGOs and social service organizations on behalf of aggrieved. It would be also a very welcome step if government takes up the initiative of representing group petitions of certain merit if the number of aggrieved is very large. It will not only rein the corrupt practises, but also boost consumer confidence.

It can be expected that in near future, the retail market will experience the entry of national and global giants with vast resources, strong lobbying power and huge experience of operating in much more stringent conditions. To shield the common man from possible exploitation in hands of these, simplification of legalities and training people in consumer rights is must