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India observed National Consumer Day on December 24, 2020, with the theme “New Features of Consumer Protection Act 2019.” The government’s Jago Grahak Jago campaign is a public-awareness effort: it explains consumer problems and unfair practices, and points people toward ways to seek redressal. It is separate from World Consumer Rights Day, observed on March 15.
What was the theme of National Consumer Day 2020?
The National Consumer Helpline’s 2020–21 annual report records that National Consumer Day was celebrated on December 24, 2020, under the theme “New Features of Consumer Protection Act 2019.” The report says Piyush Goyal, then Union Minister for Consumer Affairs, Food and Public Distribution, spoke about the government’s commitment to protecting consumer rights and described the Consumer Protection Act, 2019 as an effort toward that protection.
The event also included the release of an e-book, Consumer Handbook, and recognition of winners of a national poster competition. The report records Goyal concluding with “Jago aur Jage raho,” which it presents as a reminder for consumers to stay aware of their rights—not as a translation of the campaign name.
What is the Jago Grahak Jago campaign?
The Department of Consumer Affairs describes Jago Grahak Jago as a nationwide multimedia consumer-awareness campaign. Its aim is to explain fraudulent practices and consumer problems and make people aware of mechanisms for redressal. The campaign is therefore about helping consumers recognize issues and understand where to turn, rather than a measure of consumer complaints or a guarantee of a particular outcome.
The Department’s consumer-awareness page lists six consumer rights:
- Safety
- Information
- Choice
- Being heard
- Redressal
- Consumer education
The right to information helps consumers guard against unfair trade practices and make informed decisions. The right to redressal concerns remedies for unfair practices and exploitation.
How does the campaign reach consumers?
The Department’s publicity page describes a mix of communication channels: print, television, radio, cinema, websites, outdoor displays, social media, fairs and festivals, and pilot mobile vans. That page was last updated March 28, 2025, so the list describes the Department’s stated outreach practice; it does not establish that every channel was used in 2020.
Practical subjects the messages cover
The Department lists awareness topics that include Bureau of Indian Standards (BIS) standards, expiry dates, the National Consumer Helpline, maximum retail price (MRP), hallmarking, cyber fraud, price stabilization and food adulteration. These are everyday checks and risks consumers may encounter when buying goods or services.
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Work with other organizations
The Department says it works with relevant organizations, including FSSAI, NPCI and BIS, when needed. It also provides grants to States and Union Territories for consumer-awareness activities tailored to local needs.
National Consumer Day and World Consumer Rights Day are different
India’s National Consumer Day is observed on December 24. World Consumer Rights Day is observed on March 15. The dates and 2020 events should not be combined: the December observance focused on features of the Consumer Protection Act, 2019, while the March event addressed sustainable consumption.
| Observance | Date | 2020 theme | Event detail |
|---|---|---|---|
| National Consumer Day in India | December 24 | “New Features of Consumer Protection Act 2019” | The annual report records an event that included a handbook e-book release and poster-competition recognition. |
| World Consumer Rights Day | March 15 | “The Sustainable Consumer” | The Ministry of Consumer Affairs said a webinar replaced a physical event because of COVID-19 distancing needs; about 300 consumer organizations, institutions and individuals attended. |
The March event details come from the Ministry’s March 19, 2020 release. At that webinar, Consumer Affairs Secretary Pawan Agarwal said, “If consumers start making sustainable choices, it will drive and enable production to become sustainable.” The Ministry connected the discussion to choices around food, fashion, water, packaging, mobility, products and information asymmetry. The attendance figure belongs to that webinar; it is not a measurement of Jago Grahak Jago’s reach.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How the campaign continued
In July 2022, the Department announced Jagriti, a mascot intended to build consumer-rights awareness. The PIB announcement says Jagriti would be used in media campaigns alongside the “Jago Grahak Jago” tagline, covering topics such as the Consumer Protection Act, hallmarking, the National Consumer Helpline, weights and measures, Central Consumer Protection Authority decisions and consumer grievance-redressal testimonials.
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