The Government of India’s Department of Consumer Affairs has launched an AI-enabled National Consumer Helpline (NCH) system that has revolutionized consumer grievance redressal. The adoption of this advanced system has led to a remarkable increase in consumer confidence, with the number of calls surging from 12,553 in December 2015 to an astounding 1,55,138 in December 2024—a more than tenfold rise, according to a press release from the Ministry of Consumer Affairs, Food & Public Distribution on Friday.
Also, the average number of complaints registered monthly have skyrocketed from 37,062 in 2017 to 1,12,468 in 2024. Digital complaints have also increased significantly, with the monthly average jumping from 54,893 in FY 2023-24 to 68,831 in FY 2024-25, as of December 2024. This exponential growth highlights the efficiency of the AI-enabled system, which provides sector-wise analysis of grievances, helping to address consumer concerns more effectively.
One of the standout achievements is the onboarding of 1,038 companies as ‘convergence partners,’ up from just 263 in 2017. These companies, with the highest number of unresolved grievances, are now prioritising consumer satisfaction through faster, more efficient grievance resolution in collaboration with the NCH. This has led to a significant reduction in grievance disposal time, which dropped to 48 days in 2024, compared to 66.26 days in 2023.
With the AI-driven system, key sectors like education, e-commerce, and consumer durables have seen faster resolutions, boosting consumer trust. Through its toll-free number (1915) and online portal, NCH continues to safeguard consumer rights, providing timely interventions without the need for legal proceedings.
