Legal Foundations of Customer-Centricity: Upholding Consumer Rights

Over the years, the Indian economy has undergone a substantial transition driven by numerous businesses that have seen phenomenal growth. Thanks to its sizeable middle class, rising consumer buying power, and expanding population, India has become the go-to market for several brands.

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With growth, businesses need to be aware and respectful of the rights of the consumers.

With consumer rights being a constitutional and statutory right, the paradigm shift from "Caveat Emptor" ( let the buyer be awarded) to "Caveat Venditor" ("let the seller be aware") is quite palpable.

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Article 19(1)(a) of the Indian Constitution includes the right to knowledge and the freedom to seek, receive, and impart information as a fundamental element. The Supreme Court has also affirmed the fundamental right of a person to obtain information in numerous pronouncements.

Businesses must be increasingly aware of consumer rights. The term' consumer rights' has been defined in Section 2(9) of the Consumer Protection Act, 2019, to include:

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i)??????????????Right to safety

ii)?????????????Right to be informed

iii)??????????? Right to choose

iv)????????????Right to be heard

v)?????????????Right to seek redressal

vi)????????????Right to consumer education

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Consumer education aims to provide people with the knowledge, attitudes, and abilities necessary to live in an age of consumerism.

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The Ministry of Consumer Affairs has launched campaigns like 'Jago Grahak Jago' to empower consumers and make them aware of their rights. The Department of Consumer Affairs supports consumers on a real-time basis with the National Consumer Helpline, which acknowledges that consumers need a customer support helpline to handle the wide range of issues that can occur in their regular business interactions.

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Consumers can use the toll-free number 1800-11-4000 to get answers to questions and concerns and legal guidance. It suggests that consumers can handle issues with subpar goods, subpar services, and unfair business tactics. Businesses can respect consumer rights only if there is awareness and they conduct a fair trade.

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Apart from the statutory mandates, service providers and retailers must proactively consider informing consumers about the goods and services' quality, quantity, potency, and purity. They should also ensure the availability of various goods at competitive prices and avoid unfair trade practices restricting competition.

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Making false claims or giving incorrect information about the goods and services is best avoided. With a penalty imposed, inaccurate advertisements will make the manufacturer or service provider liable to pay a fine ranging from Rs. 10 Lakhs, which could extend up to Rs. 50 Lakhs.

Customer centricity refers to being available for and listening to the customer. An immediate and satisfactory resolution of every customer dissonance?leads to customer delight. A grievance redressal mechanism for customer service can help businesses retain and add customers. Contact details of the internal grievance handling systems and mechanisms for complaint escalations should be publicised.

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