Consumers are learning fast to demand value for money in the form of quality goods and better services. And of course, modern scientific and technological developments have made a great impact on the quality and safety of goods and services.
The consumer protection laws came into force with the objective of safeguarding the interests of the public while they buy goods or avail themselves of services. However, just as consumerism has risen to be of utmost importance, so has consumer exploitation, mostly directly proportional to the difference in bargaining power between the market element and the consumer. Businesses continue to find ways to take advantage of the gullible common man, and often he falls a prey to this without even realising it.
One such manipulation exists in Maximum Retail Price (MRP). Most of us know that selling at a rate above the MRP is an unfair trade practice. Nevertheless, businesses fix higher and varied maximum retail prices for the same product for sale in certain channels. There is no indication of why there's the difference in prices.
Recently, students of the National Law School, Bangalore, filed a complaint against a multi-national company manufacturing beverages. The students found that they had to pay double the price for a beverage when purchased at a particular mall.
The case was filed before the District Consumer Forum, seeking a direction to cease the company's unfair practice of marking higher MRP a drink sold in certain select outlets. The students submitted proof to show the difference in prices for the same product sold at various shops, with no indication on the labels. The Forum passed an order for ceasing the company's unfair practices, and awarding damages and costs to the sum of Rs. 7,000.
The most interesting fact is that the younger generation has taken the initiative to fight the cause and be a role model to others on how to raise voices against unscrupulous trade practices.
(The writer works with CAG, which offers free advice on consumer complaints to its members. For membership details / queries contact 2491 4358 / 2446 0387 or helpdesk@cag.org.in)
