An Introspection of Consumer Movement in India

The idea of consumer movement is quite in the economic theory. This ultimate segment of every economic activity has little say in the economic process. Consumer was in the true sense at the receiving end, the consumer was not supposed to play, in any manner, the marketing and economic game. This approach made the consumers position mean and pitiable. Consumers in the advanced countries, are much more conscious of their rights than in countries like India. In 1962, President John F Kennedy and in 1965, President Johnson emphasized the consumer rights and gave an impetus to consumerism in USA and other countries '.Inspite of the rapid economic development in the last two centuries, the position of consumers has not changed much. The exploitation continued and has turned more systematic. It is said that, the clever businessmen and traders cheat the Indian consumers to the tune of Rs. 2000 crores annually through various devices invented by them. Consumers are exploited by a large number of restrictive and unfair trade practices. Misleading, false or deceptive advertisements deliberately give only half-truths so as to give a different impression than is the actual fact. Taking this background into account, one can easily understand that the development of the consumer movement was in reach into the exploitative marketing practices In many cases, the exploitation was severe and resulted in a steep resistance to curb these malpractices.