Govt launches AI-enabled helpline, ecommerce safety measures to boost consumer protection

Food and consumer affairs minister Pralhad Joshi on Tuesday launched several initiatives to strengthen consumer protection, including AI-enabled helpline and tools to detect deceptive marketing practices, while major ecommerce players pledged to enhance online shopping safety. Leading platforms, including Reliance Retail, Tata Sons and Zomato adopted a safety pledge as the government rolled out new consumer protection measures like AI-enabled National Consumer Helpline (NCH) , e-maap portal and Jago Grahak Jago mobile application.