Lok Sabha Question No. 1959 (UNSTARRED), answered on 2026-02-11
Subject: Jago Grahak Jago
Ministry: CONSUMER AFFAIRS, FOOD AND PUBLIC DISTRIBUTION
Asked by: Smt. Anita Nagarsingh Chouhan

## Government of India

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

## LOK SABHA

## UNSTARRED QUESTION NO.1959 (OIH)

TO BE ANSWERED ON 11.02.2026

## JAGO GRAHAK JAGO

1959.   SMT. ANITA NAGARSINGH CHOUHAN:

(OIH)

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

- (a) whether the Government is aware that the awareness level regarding consumer rights, the Consumer Protection  Act,  2019,  fair  prices,  quality  standards,  misleading  advertisements  and  the  grievance redressal mechanism is still extremely low in rural and tribal-dominated areas of the country;
- (b) if so, the details of the programmes/campaigns (such as "Jago Grahak Jago", the National Consumer Helpline,  digital  and  offline  outreach)  that  are  being  implemented  by  the  Government  to  enhance consumer awareness in rural and tribal areas;
- (c) the details of number of awareness camps, training programmes and publicity activities organised by the Government under these programmes during the last three years, State-wise; and
- (d) whether the Government proposes to launch special campaigns in remote and tribal areas to provide awareness material in local languages and if so, the details thereof?

## ANSWER

## THE MINISTER OF STATE

## CONSUMER AFFAIRS, FOOD AND PUBLIC DISTRIBUTION (SHRI B.L.VERMA)

(a)  to  (d)  :  Department  of  Consumer  Affairs  has  been  generating  country-wide  multimedia  consumer awareness  campaign  under  the  aegis  of  'Jago  Grahak  Jago'  through  various  media  including  electronic, outdoor and social media. Consumers are made aware of consumer rights, the Consumer Protection Act, 2019, fair  prices,  quality  standards,  misleading  advertisements,  National  Consumer  Helpline  (NCH)  and  the grievance  redressal  mechanism  and  various  other  consumer  related  issues.  The  Department  participates  in prominent  fairs/festivals/events  where  a  large  number  of  people  may  congregate.  The  Department  also releases  grant-in-aid  to  various  States/UTs  for  generating  awareness  at  local  level.   This  ensures  that consumer awareness  reaches  consumers,  especially  in  rural,  tribal  and  remote  regions.  The  Department  in 2022-23 has launched "Jagriti", a mascot for empowering consumers and generating awareness of their rights. Jagriti is projected as an empowered young consumer.

To generate consumer awareness among the population in SC and ST dominant areas, campaign like YouTube Ads, All India Radio broadcasts, Interactive Voice Response System (IVRS) calls, SMS alerts were carried out.

## ORIGINAL IN HINDI

The Department has been running awareness campaigns through various media in regional languages like SMS campaigns. The Department has published comic books on consumer awareness related issues in English, Hindi and regional languages for distribution in EMRS schools and Kendriya Vidyalayas. The books have also been uploaded on Rashtriya e-Pustakalaya.

With  the  objective  of  strengthening  consumer  awareness  at  the  village  and  Gram  Panchayat  level,  the Department  has  also  conducted  a  series  of  virtual  capacity-building  sessions  for  Gram  Panchayats  in States/UTs.

Additionally,  Bureau  of  Indian  Standards  (BIS)  organizes  consumer  awareness  programmes  on  a regular basis through the network of BIS Regional Offices and Branch offices. These programmes includes Awareness  Programme  on  Standards  under  Compulsory  Certification,  Hallmarking,  Gram  Panchayat Sensitization programmes etc.

To create awareness and promote compliance with Indian standards at the grassroots level, Bureau of Indian Standards (BIS) has undertaken a comprehensive initiative to sensitize Gram Panchayat Presidents and Secretaries  across  the  country  through  sensitization  programmes.  This  initiative  educates  Gram  Panchayat Presidents and Secretaries across the country about standards, the BIS Care App and important quality issues in  government  procurement.  In  these  programmes  information  was  imparted  in  local  language  and  special booklets containing information of relevant  Indian standards were also distributed. These booklets are also available on BIS website.

To ensure that the BIS comic literature reaches a larger number of students, an MoU has been signed with National Book Trust India (NBT) to make these books available on the Rashtriya e-Pustakalaya platform of the Ministry of Education, GoI in regional languages.

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