BIG BRANDS ARE RUTHLESSLY ROBBING INDIAN BUYERS
EXISTING LAW HAS FAILED TO ENCOURAGE CONSUMER MOVEMENT
2020-08-17 11:17
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Over four decades ago, the then union industry minister T A Pai launched a unique campaign against multinational corporations producing and marketing global consumer bands in the country and following local practice of cheating in measures. MNC toothpaste brands were his favourite target. Packed toothpaste tubes, the minister pointed out, contained upto 20 percent air content. The year was 1974, months after the government promulgated the country’s first foreign exchange regulation act (FERA). Low technology-based multinational consumer products manufacturers and marketers were worried. Pai’s campaign worked. The MNCs, selling branded consumer products, soon mended their ways. The industry minister’s consumer protection campaign, most unusual by a union cabinet minister, also served a strong message to Indian brands, their marketing managers and ad firms. The country did not have a consumer protection act, then. The consumer movement hardly existed.