National Consumer Helpline’s Success in Arunachal Pradesh
The National Consumer Helpline (NCH), an initiative of the Department of Consumer Affairs, has made remarkable strides in the North-Eastern region of India. Among the states in this region, Arunachal Pradesh stands out as a leader in consumer grievance registrations and resolutions. The increase in consumer awareness and trust in the NCH platform is evident from the significant rise in grievances registered over the years. This article explores the factors contributing to this success and the broader impact on consumer rights in the region.
Surge in Consumer Grievances
Arunachal Pradesh has experienced an extraordinary increase in consumer grievances, rising from just 318 in 2020 to an astounding 15,860 in 2024. This growth reflects a 300% increase in consumer engagement with the NCH, which has seen the total number of grievances across the North-Eastern states jump from 9,162 in 2020 to 36,609 in 2024. The rise in complaints primarily relates to sectors such as e-commerce, telecom services, digital payments, and faulty goods and services. This surge indicates a growing awareness among consumers about their rights and the mechanisms available for redressal.
The NCH’s success in Arunachal Pradesh is not merely a statistic; it represents a shift in consumer behavior. More people are now willing to voice their concerns, knowing that their grievances will be addressed. The Department of Consumer Affairs has implemented various initiatives to promote consumer awareness, particularly in remote and tribal areas. These efforts have made it easier for consumers to understand their rights and the processes for seeking help.
Key Factors Driving Success
Several factors have contributed to the impressive performance of the NCH in Arunachal Pradesh. One significant aspect is the localized outreach programs. The Department has prioritized reaching consumers in remote areas through workshops, community events, and partnerships with local NGOs. This approach has led to a tenfold increase in grievances from rural areas, rising from just three in 2020 to 381 in 2024. By addressing consumers in their own language and cultural context, the NCH has made consumer protection rights more relatable and accessible.
Another crucial factor is the multilingual support provided by the NCH. Recognizing the linguistic diversity of the North-East, the helpline has expanded its language offerings to include several regional dialects. This initiative has enabled more people to file complaints and seek assistance in their native languages, breaking down barriers that previously hindered consumer participation. The impact of this support has been particularly notable in Arunachal Pradesh, where language has often been a barrier to accessing consumer rights.
Empowering Women and Digital Engagement
The NCH has also seen a marked increase in the participation of women in lodging consumer grievances. This trend reflects a broader societal shift towards gender equality and empowerment. Women are increasingly taking charge of their consumer rights, which is a positive development for the community. This growing involvement indicates a shift in societal norms, where women feel more empowered to seek justice and accountability.
In addition to gender empowerment, the NCH has embraced digital transformation. The majority of grievances are now registered through the NCH web portal, marking a significant shift towards digital engagement. The number of online complaints surged from 98 in 2020 to over 15,230 in 2024, demonstrating the growing adoption of technology by consumers. This transition not only facilitates quicker and more efficient processes but also aligns with the government’s goal of digital empowerment.
Future Initiatives and Broader Impact
Building on its success in Arunachal Pradesh, the Department of Consumer Affairs is now focusing on expanding the NCH’s reach to other North-Eastern states, including Assam, Meghalaya, Manipur, Nagaland, Tripura, Mizoram, and Sikkim. The next phase will emphasize integration with state government agencies, technological upgrades, and youth engagement programs. These initiatives aim to streamline grievance redressal and enhance consumer participation across the region.
The Department has also launched multimedia awareness campaigns under the “Jago Grahak Jago” initiative, utilizing both traditional and digital media to educate consumers about their rights. These efforts have helped rural communities better understand their rights, particularly in relation to online scams and misleading advertisements.
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