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National Seminar on
‘Consumer Justice, Market and Globalization’
in Collaboration with Department of Public Administration, Utkal University
(13 - 14 Feb., 2016)
The National Seminar on “Consumer Justice, Market and Globalization”
was organised by the Centre for Consumer Studies, IIPA in collaboration with the
Department of Public Administration, Utkal University, Vani Vihar, Odisha on
February 13- 14, 2016 in the P.G. Council Hall, Utkal University. The Seminar was
sponsored by the Department of Consumer Affairs, Government of India.
Researchers from different parts of India, members from Non-Governmental
Organizations, media persons, legal professionals and students of Public
Administration and other streams participated in the Seminar. Altogether 151
participants were present.
Prof. Ranjan Bal, Chairman, P.G.Council of Utkal University presided over
the inaugural session. Professor Niranjan Pani extended a hearty welcome to the
guests and participants of the seminar. Introducing the guests Dr. S Tripathy, Head
of the Department said, keeping in view the volatile condition of consumers in a
globalized market economy we need to sensitize them with a proper perspective.
Dignitaries on the Dias
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The chief Guest, Prof. Sri
Krishnadeva Rao, Vice Chancellor,
National Law Institute University, Odisha
highlighted on proper implementation of
the Consumer Protection Act, 1986. The
Guest of Honour, Sri Suresh Misra, Chair
Professor, Consumer Affairs, IIPA, New
Delhi strongly said all stakeholders need to
play a proactive role in protecting the
rights of the consumers. Sri Bipin Bihari
Mishra, Chairman, IIPA, Odisha Chapter,
argued for a proactive state for the sake of
the protection of the consumers. Around
30 research papers were presented in six
technical sessions of the Seminar.
Technical Session – I Theme: Globalisation, Market and the Consumer
The first technical session was chaired by Prof. Anup Kumar Das, Prof. in
Sociology. The main resource person for this session was Prof. S.N. Mishra, an
Economist. The session primarily discussed the theoretical construct on consumer
justice conception and its intersection with market driven globalisation. Six papers
Release of book by dignitaries in the Seminar
Prof. Sri Krishnadeva Rao, Vice Chancellor, National Law Institute University, Odisha
addressing the participants
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were enlisted for presentation. The entire discussion focused on three main issues.
First one dealt with the historical roots of Consumer justice in India. It pointed out
how the shape of consumer justice evolved in Indian traditions and its relationship
with ethics and accountability. In this regard the paper presented by Jasneet Kaur
was found to be relevant. She discussed that an attempt to protect consumer
protection measures such as laws, acts and schemes are not recent phenomena.
Instead it has its deep roots in ancient Indian civilization which dates back to 3200
B.C. At that age emphasis was given to ethical trade practices and welfare of
consumers.
The second dimension examined the limitations associated with emancipatory
conception like justice and its relationship with consumer. Such an attempt was
conceptually explored by Jyotirmayee Tudu. She argued that the conceptualisation
of consumer justice needs to be viewed more than legality. In this market driven
society it is believed that consumer is solely responsible for his or her activities but
this limits the broader scope of justice. Rather there is a need for an exploration
towards diverse and group based interpretations of justice. In this direction two other
papers were supplemented with an empirical enquiry. The paper presented by Aditya
Misra focused on how globalisation of market affected markets of indigenous tribal
communities. He even emphasised on the fact that new sellers are also exploited by
rich consumers. He made an empirical study of local haat of tribals in Koraput district
of Odisha. Further Bjijaylaxmi Mohanty presented how growing consumerist culture
has emerged as a growing concern for gender justice.
Participant presenting a paper on Globalisation, Market and the Consumer
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The third dimension represented the vulnerability concern of consumer
especially in India. In this regard some of the paper presenters Debleena Biswas,
S.N.Misra, Ravi Bhatia, Seema Mallick shared that how market driven globalisation
created concern for consumers in India. They made an attempt to trace the genesis
of globalization & its impact from different perspectives on a developing country like
India, evolution of consumer protection movement & acts and their impact. The
efficacy of the present bill will be examined to protect consumer vulnerability. Some
discussions were also made on the role of government initiated consumer
awareness and programmes.
The above presentations finally came to an agreement that there is a broader
role of the state in streamlining the consumer justice awareness and to facilitate civil
society activism to ensure the same.
Technical Session –II Theme: Consumer Law and Policy
Technical Session –II on Consumer Law and Policy was a post-lunch
session. Sri Satya Sundar Tripathi Chaired the session and Prof. Leon Miller was
the Co-Chairperson of the session. In his key note address, Sri Tripathi gave
emphasis on dynamics of Consumer Law and Policy. The main resource person for
this session as Justice Hrudaya Ballav Dash.
One of the speakers, Hon’ble Retd. Judge Hrudaya Ballav Dash was of the
opinion that landscape of Consumer Law and Policy is extremely complex. Duped
depositors are unable to get relief from the consumer fora due to the avoidable
technicalities. Three tier quasi judicial machineries of Consumer Protection Act
hardly come to the rescue. Less emphasis should be made on procedural laws like
C.P.C., Cr.P.C and Indian Evidence Act. Rather emphasis should be on good
conscience. The Hon’ble High Courts play pivotal role in ensuring consumer justice.
Prof. Leon Miller made an informative presentation laying great emphasis on
the spirit of critical enquiry in the consumer movement. In his article, he explained
the social and economic significance of the convergence between social marketing
and public administration. To him, convergence has created a social marketing
strategy for democratizing value creation. In his view, the aforesaid step empowers
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public administrators who may integrate public resources in order to maximize
benefits to all. Application of the concept empowers public administrators for
integrating the concepts of social value and economic value to increase social
capital and overall human wellbeing. Ph.D Scholar from IIT Madras, Sandhya
Narayanan had discussed about the mobile application (APP) usage in India at
length. To her, companies use apps to harness and amass vast quantities of
customer data for their respective brisk business. Her study aimed at addressing the
gap in customer knowledge for a more personal and secure use of mobile apps.
Bibhuti Bhusan Nayak highlighted on the need of greater awareness of the
consumers about their rights. In his opinion, ignorance on the part of the consumers
has given birth to exploitation. And the harassment continues because of the fact
that ignorant consumer fails to use the consumer protection Act as a weapon to fight
out exploitation perpetrated by unholy traders, manufactures and sellers as well as
service providers. He is sure that the prevailing consumer protection Act would help
to strengthen the hands of the consumers for better justice.
According to Advocate Purusottam Chuli, the prevailing Consumer Protection
Act as well as the well –known adage that ‘consumer is the king’ appears to be a
myth in today’s cyber age. Hence, there is an urgent need for the Consumer Act
needs to be updated. Secondary ticketing, lettings, provision of alternative dispute
resolution, detailed provision for e-commerce transaction should be introduced in the
Act. Everyone is a consumer in one way or another. Hence, there should be
universalization of the consumer movement rather than its compartmentalization.
Technical session- III Theme: Service Sector & the Consumer
The third technical session of the Conference related to the subject “Service
Sector and the Consumer”. A total of five speakers presented their research articles.
At first, Prof. Pratip Kumar Mishra from Khordha presented his paper, talking about
the “Smart Consumer” and the protection available for the consumer through the
legislation of The Consumer Act of India. He threw light on the knowledge and skills
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to be required by the consumer for protecting themselves by using the Act as their
weapon.
The second speaker was Sri Debashis Nanda who spoke on the topic ‘E-
Consumers and E-Consumerism with reference to India’. He elaborated on the topic
as how E-Consumers take the path of E-Consumerism to protect their rights through
his model to reflect E-Consumer needs. He also informed about the websites where
complaints can be registered by E-Consumers regarding online sites and different
online transactions.
Third speaker was from Kolkata Ms. Aditi Bhowmick from IGNOU ,an expert
on Media and Consumer. Her topic was “Media’s commitment to Consumer
interests” and she focused on the role of media to educate the consumer and how a
consumer can use media as the ‘Watch-dog” to protect the consumer from
manipulative practices by companies. Dr Biswapriya Jena enlightened the audience
with the benefits availed by the consumer on the evolution of e-commerce
mechanism. Prof Dr. Ved Pal Singh Deswal from Rohtak, Haryana spoke on Food
and its purity, standardisation and quality. He emphasised that the State should
ensure appropriate measures to control, regulate, check the companies selling food
and they should be brought under Prevention of Food Adulteration Act.
One of the participants presenting paper in third technical session
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The session ended with the Chairperson Prof. Richa Agarwal summing up all
the facts discussed during this technical session.
Day Two: Feb 14, 2016 Technical Session-IV Theme: Problem of Rural Consumers
The session commenced with the inaugural address of Prof. Gitanjali Dash
who spoke about “Globalisation and Rural Women Consumers”. She highlighted the
plight of the Women consumers in rural areas and the urgency to educate the rural
women so that they would not be exploited and cheated by the
retailers/shopkeepers. The paper “The Rural Consumer and the Dynmics of
Consumerism” by Dr. Moushumi Pattnaik, Lecturer, P.G. Department of Political
Science, Shailabala Women’s College, Cuttack, gave special emphasis on the
causes of the exploitation of the rural consumers and suggested that to bring rapid
awareness among the rural consumers, about their consumers’ right, government
should involve the Gram Panchayat functionaries, NGOs and Civil Society.
Presenting his paper entitled “Growing Consumerism Impacting Rural
Consumer Behaviour in the era of Globalisation” Mr. Pramod Kumar Roy, Lecturer,
Department of Political Science of L.B. College, Angalo, Jajpur, briefed about the
current conflicting relations between the rural consumers and the globalised market
dynamics and in long run how it has induced rural consumers in facing different
Prof. Gitanjali Dash addressing the session on Globalisation and Rural Women Consumer
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types of market threat and exploitation. He also meticulously analysed the different
problems of the consumers and suggested that the Government must review the
existing consumer’s protection policy measures and should devise an effective
consumer protection mechanism through a multi-stake holder approach involving,
the government machinery, local governing institutions, civil society organisations,
market agents and the people who are at the receiving end.
While presenting his paper entitled “Problems of Rural Consumers”, Mr.
Shashank Shekhar Panigrahi explained in detail about the exploitation of the
Corporate Sector over the rural consumers and he also explained the different
provision of the Consumer Protection Act. 1986 and the subsequent amendment of
2002 and its impact over the consumers. Ms. Rashmi Rekha Das, Junior Research
Fellow, Department of Public Administaration, Utkal University, Bhubaneswar,
presented a paper on “Problem of Rural Consumers and their Empowerment in
Odisha” where Ms. Das made an in-depth study of the problem faced by the rural
consumers in particular reference to the province of Odisha and also provided
certain remedial measures to overcome these difficulties.
In his paper, entitled “Globalisation and Challenges before Rural Consumers”
Dr. Suresh Prasad Sarangi, Lecturer in Political Science, of P.S. Degree College,
Deogaon , Bolangir discussed about the different challenges faced by the rural
consumers after globalisation and also analysed a number of specific measures to
be taken for the protection of the interest of the consumers. Presenting on “A Study
on Issues and Challenges faced by Rural Consumers with Special Reference to
Keonjhar District” Ms. Vijayeta Priyadarshini, Lecturer in Home Science, Government
Women’s College, Keonjhar, highlighted the different dimensions of purchasing
patterns of rural consumers and she also revealed the various problems faced by the
rural consumers in the remote areas of Keonjhar district with some remedial
measures.
The last paper was presented by Dr. Sabita Harichandan, Reader in Political
Science, of BJB (Autonomous) College, Bhubaneswar, and her paper dealt with the
various short-comings of the present Consumer Act. She also stressed on the fact
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that to coup with the present situation and to safeguard the interest of the consumers
the old laws should be replaced with a fresh new amendment.
Finally, the session came to an end with the remarks of the Co-Chairman
Prof. Navneeta Rath, Department of Sociology, Utkal University, who spoke about
the real issues behind the rural consumers and the major factors responsible for the
failure of the consumer movement particularly in rural India.
Technical Session-V Theme: Consumer Education and the Role of Media
In the beginning of the session Prof. S. N Mishra, Retd, Professor,
Department of Pol. Science, Utkal University, highlighted on the significance of the
sub-theme Consumer Education and the Role of Media and pointed out that
Media is the fourth estate of democracy which play a pioneering role in safeguarding
citizen’s interest in democracy. Media, both Print and Electronics, is an effective
means of Information, Education and Communication (IEC) for sensitization of
customer about market fraud and deception and consumer rights. It is a forum,
where discussion about prevailing market situation and prices of product, both
consumable and durable are discussed, where common consumer along with
experts express their view.
The Co-Chairperson, Sri Nilambar Rath in his deliberation emphasized on
Role of Media in Protection of Consumer Rights. He pointed out that the key
objectives of media are to inform, educate and entertain the masses. New and social
media give a new dimension to the field of media. He opined that we need to
highlight on target audience, extent of outreach, audience engagement, amount of
time spent by the audience and impact of media on target audience. He also
emphatically expressed that consumer awareness is not the sole and whole role of
media.
Dr. Aliva Mohanty, faculty, SWS, Utkal University in her paper “Portrayal of
Women on Television: An Assessment by the Television Viewers of Odisha”
highlighted that the media scenario in India is both dynamic and vibrant. The most
important media in the diffusion and reinforcement of cultural values and norms in
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India is the audio-visual media. The media have played pluralistic role in the image
construction of woman. Woman has entered into media into several ways through (a)
advertisements, (b) serials, (c) articles, (d) fiction, and (e) news reporting. Yet, her
presentation, directly or indirectly, is dominantly through her looks, body and its
management. The contemporary media reveal not merely projection of what is going
on in the society but have created role models for the emerging woman. Absence of
more women than men in decision making positions in media organizations has led
to an illusion of the true role of women in the society.
The 2nd paper presenter was Mr.
Abakash Sahoo, Research Associate, ICSSR
Major Research Project, Political Science, Utkal
University, Bhubaneswar, Odisha. In his paper
“Media Sensitization for Consumer protection”
he pointed out that Media highlights and
exposes brand and product that does not
comply to certain trade practice ethos and rules.
Besides, awareness, sensitization and
consumer education, Consumers also get
opportunity to ventilate their problems and view
point through special discussion in electronic
media and through letter to editor in print media.
He also emphasized on the fact that media alone
facilitates a more accountable and responsible
consumer friendly culture.
The 3rd paper presenter was Pradyot Ranjan Rout, Research Scholar in the
P.G. Department of Public Administration, Utkal University, Bhubaneswar, Odisha. In
his paper “Consumers’ safety in India changing financial state of affairs” he focused
on the fact that the consumer is considered to be the king of the market. Customers
in India are ready to buy any product offered to them by Indian companies but they
have also learnt to question the quality of goods. Consumer Protection Act provides
better safety to the consumers and it also provides a three-tier redressal mechanism
One of the paper presenters
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for quick settlement of grievances of consumers. And lastly he emphasized on the
role of state in the awareness and safety of consumers.
The 4th paper presenter Magadha Maithyeli Jena, Research Scholar in the
P.G.Department of Public Administration, Utkal University, Bhubaneswar, Odisha, in
her paper “Protection of Consumer rights : Role of Government and Media” pointed
out that the protection of consumer rights is a priority of the government. She also
threw some light on certain aspects of Consumer Protection Act. She considers
media as a platform of public to input their problems. She discussed about the State
government focusing on the largest consumer generation scheme.
it can be concluded that through the machinery of media, the information
regarding various policies of consumer rights has reached from urban to rural and
the entire world scenario.
Technical Session-VI Theme: Consumer Movement and Role of NGOs
The session started with the chairperson introducing the theme in a lucid
manner stating the urgency of consumer movement with the active involvement of
CBOs and NGOs. Jagabandhu Sahu in his paper "Consumer Movement in India:
Issues and Challenges”, gave a historical account of consumer movements in India
and stressed on the need to convert consumer movements into a social movement
for asserting the rights of the consumer. The role of consumer organisations is vital
in this regard. Kshirod Kumar Moharana's paper on "Role of Voluntary Organisations
in Ensuring Consumer Justice" reflected critically on VCOs mentoring consumers to
seek justice . He harped on consumer education to form a part of the curriculum in
schools and colleges.
Subhalaxmi Sahani discussed at length the various publications of consumer
organisations aimed at enlightening the consumer in her paper “The role of NGOs in
Consumer Movements in India”. She was vociferous about the role of consumer
councils and VCOs to check pilferage in fair price shops and that multidimensional
research covering consumer subjects would be an essential step in generating
consumer awareness. Prabhat Ku Das focussed on developing consumerism with
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the joint effort of both state and non-state actors. NGOs form a vital link between
corporates and citizens. They educate consumers about exploitation by big
companies and the need to redress their grievances and thus forge consumer
activism. Finally the co-chair Prof Sachidananda Mishra summed up by invoking the
utilitarian premise of greatest good of the greatest number with regard to the
consumers in the contemporary transnational market system.
Valedictory Session
The National Seminar came to an end with the valedictory session on 14th
February afternoon. The session was chaired by Justice Hrudaya Ballav Dash. In
this session rapporteurs of different technical session presented their report. The
chief Guest for the Valedictory Session was Mrs. SashiPrava Bindhani, State
Information Commissioner Mrs. Bindhani, emphasized on Right to Information of
the consumers in globalized economy and urged the consumers to exercise their
power in getting vital information. She spoke emphatically that consumers should
realize their fundamental right to information while buying a product. The key-note
Speaker of the session Prof. Brahmananda Satpathy highlighted on the volatile
condition of the ignorant masses in a market society. Prof. Suresh Mishra
emphatically put forward the need of consumer education and the responsibilities of
the members of civil society to sensitize the ignorant masses. The Session came to
an end with vote of thanks by the Head of the Department Prof. Swarnamayee
Tripathy.
Mrs. SashiPrava Bindhani, State Information Commissioner
delivering the Valedictory Session
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The recommendations of the seminar are as follows; 1. Consumer protection is an area that needs to be promoted in the institutions of
higher education and new areas of research should to be explored. UGC and ICSSR should funds such studies.
2. As part of action research universities and colleges should organise awareness and educational programmes to empower the consumers in their area.
3. In Orissa the level of awareness on consumer rights is very low and therefore such seminars/workshops should be organised in various colleges to educate the consumers
4. The rural consumer needs protection; the enforcement agencies should ensure that spurious and fake products are not flooded in the market.
5. The government should play a more proactive role in consumer empowerment
6. There is a need to strengthen the redressal mechanism particularly THE District Forums.
(Suresh Misra) Programme Coordinator