Lok Sabha Question No. 2110 (UNSTARRED), answered on 2025-03-12
Subject: AI-enabled National Consumer Helpline
Ministry: CONSUMER AFFAIRS, FOOD AND PUBLIC DISTRIBUTION
Asked by: Shri Naba Charan Majhi, Shri Tejasvi Surya, Shri Praveen Patel

## Government of India

## Ministry of Consumer Affairs, Food and Public Distribution Department of Consumer Affairs

## LOK SABHA UNSTARRED QUESTION NO. 2110

TO BE ANSWERED ON 12.03.2025

## AI-ENABLED NATIONAL CONSUMER HELPLINE

2110.   SHRI PRAVEEN PATEL: SHRI TEJASVI SURYA: SHRI NABA CHARAN MAJHI:

## Will the Minister of CONSUMER AFFAIRS, FOOD AND PUBLIC DISTRIBUTION be pleased to state:

- (a) the key technological advancements in the AI-enabled National Consumer Helpline (NCH) and the manner in which they enhance consumer grievance redressal;
- (b) the  manner  in  which  AI-driven  sector-wise  analysis  of  grievances  help  in  improving  the efficiency of complaint resolution;
- (c) the current average grievance disposal time and its comparison to previous years; and
- (d) the details of feedback mechanisms that have been put in place to assess consumer satisfaction with the grievance redressal process?

## ANSWER

## THE MINISTER OF STATE CONSUMER AFFAIRS, FOOD AND PUBLIC DISTRIBUTION (SHRI B.L.VERMA)

(a) to (d) : The Department has revamped, the National Consumer Helpline (NCH), which has emerged as a single point of access to consumers across the country for grievance redressal at the pre-litigation stage. The helpline is available in 17 languages, including Hindi, English, Kashmiri, Punjabi, Nepali, Gujarati, Marathi, Kannada, Telugu, Tamil, Malayalam, Maithili, Santhali, Bengali, Odia, Assamese, and Manipuri, allowing consumers from all regions to register their grievances via the toll-free number 1915.  These  grievances  can  be  submitted  via  the  Integrated  Grievance  Redressal  Mechanism (INGRAM),  an  omni-channel,  IT-enabled    central  portal,  through  various  channels:  WhatsApp (8800001915), SMS  (8800001915), email (nch-ca@gov.in), the NCH  app, the web portal (consumerhelpline.gov.in), and the UMANG app, offering convenience and flexibility to consumers.

The helpline operates in a dedicated manner from 8 AM to 8 PM on all seven days of the week, except  on  national  holidays.  To  enhance  accessibility  further,  a  call-back  facility  is  available.  An exclusive call center has been established to ensure prompt service.

NCH proactively partners with companies who want to join the programme on a voluntary basis to offer efficient consumer complaint resolution.  This initiative gives the company an opportunity for better corporate governance and social responsibility by redressing consumer disputes at pre-litigation stage. The number of convergence partners has steadily increased from 263 companies in 2017 to 1049 companies till now.

The technological transformation of the NCH has significantly boosted its call-handling capacity. The number of calls received by NCH has grown more than tenfold, from 12,553 in December 2015 to 1,55,138 in December 2024. This exponential growth reflects the rising confidence of consumers in the helpline. Similarly, the average number of complaints registered per month has surged from 37,062 in 2017 to 1,11,951 in 2024. Additionally, grievance registration via WhatsApp has gained momentum, with the percentage of complaints filed through the platform increasing  from 3% in March 2023 to 18% in December 2024, demonstrating a growing preference for digital communication channels.

In a significant move to further enhance grievance redressal, NCH has introduced AI-based Speech Recognition, a Translation System, and an AI enabled Chatbot as part of the NCH 2.0 initiative. These technological  advancements  aim  to  make  the  grievance  filing  process  more  seamless,  efficient,  and inclusive.  The  AI-powered  Speech  Recognition  and  Translation  System  enables  consumers  to  file complaints through voice input, reducing manual intervention. The AI enabled Chatbot provides realtime assistance, streamlining complaint-handling processes, and improving the overall user experience. These upgrades ensure that consumers from diverse linguistic backgrounds have equal access to the grievance redressal system.

The  website  of  the  National  Consumer  Helpline  (NCH)  has  also  been  upgraded  to  serve  as  the central  point  of  access  for  consumers  across  India  seeking  grievance  redressal  at  the  pre-litigation stage. This website includes enhanced functionality, modern features, and improved navigation with a user-centric design. It incorporates advanced features, offering faster grievance resolution and a more efficient user experience.

National Consumer Helpline has put in place a mechanism to address all the grievances received on the Helpline portal.  The average grievance disposal time over the last three years for the grievances received through CPGRAMS is provided in the table below:

|   Year |   Average disposal time (in days) |
|--------|-----------------------------------|
|   2022 |                                29 |
|   2023 |                                24 |
|   2024 |                                18 |

A feedback mechanism has been implemented,  enabling  consumers  to  share  their  feedback  and suggestions by visiting the web link at https://consumerhelpline.gov.in/public/feedback  and filling out a  short  form.  The  feedback  and  suggestions  received  are  regularly  analyzed  to  enhance  consumer satisfaction and improve the effectiveness of the helpline.

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