The National Consumer Helpline (NCH), an initiative by the Department of Consumer Affairs, has witnessed unprecedented growth in the North Eastern states. Arunachal Pradesh has emerged as a leader in consumer grievance redressal. The state has seen a staggering rise in complaints registered, from just 318 in 2020 to an impressive 15,860 in 2024.
The state’s rapid progress reflects a growing awareness of consumer rights, facilitated by innovative outreach programmes and technological interventions. Across the Northeast, consumer grievances have surged by 300%, from 9,162 in 2020 to 36,609 in 2024. The majority of complaints revolve around issues in e-commerce, telecom services, digital payments, and faulty goods and services.
Key factors behind the growth
- Localised outreach: Consumer protection workshops, collaborations with NGOs, and engagement with self help groups have significantly boosted participation from rural areas. Grievances from rural consumers rose from just 3 in 2020 to 381 in 2024.
- Multilingual support: The NCH has expanded its language offerings, enabling consumers to file complaints in regional dialects. This inclusivity has played a crucial role in Arunachal Pradesh’s rising complaint numbers.
- Increased participation of w: More women are now lodging consumer grievances, marking a shift towards gender equality in consumer rights awareness.
- Digital awareness campaigns: The rise of digital platforms has fuelled an increase in online grievance registrations, jumping from 98 complaints in 2020 to 15,230 in 2024—an astonishing 517% growth last year alone.
Ongoing awareness campaigns
The Department of Consumer Affairs has been actively running multimedia campaigns under ‘Jago Grahak Jago’, using both traditional and digital media to reach consumers. Key initiatives in 2024-25 include:
- Radio campaigns during the T20 World Cup.
- IVRS messages in regional languages through NFDC.
- Grant-in-aid support for awareness programmes in Sikkim and Arunachal Pradesh.
- Virtual training for Panchayats in collaboration with the Ministry of Panchayati Raj. Assam was the first session in December 2024.
Next steps: Expanding consumer rights in the Northeast
Following the success in Arunachal Pradesh, efforts are now focused on expanding outreach in Assam, Meghalaya, Manipur, Nagaland, Tripura, Mizoram, and Sikkim. The next phase will include:
- Integration with state agencies for faster grievance redressal.
- AI-powered enhancements in the NCH platform.
- Youth-targeted programmes to engage digital consumers.
- Improved monitoring mechanisms for better service quality.
Real Impact: Consumer success stories
Consumers in Arunachal Pradesh are already experiencing tangible benefits:
- A Papum Pare resident received an online shopping refund within three days of filing a complaint.
- A Lower Subansiri consumer had a long delayed product dispatched within four days after NCH’s intervention.
- A West Kameng traveller got a full flight refund within six days after airline delays.
- An East Siang consumer successfully secured a refund for a fake toner cartridge within four days.
The National Consumer Helpline is now working on integrating a regional language chatbot to enhance accessibility. This AI-powered feature will allow consumers from diverse linguistic backgrounds to file complaints and seek assistance seamlessly.
With Arunachal Pradesh leading the way, the North Eastern states are setting an example of consumer empowerment, ensuring that businesses are held accountable and that every consumer has access to fair redressal mechanisms.
