In

the age of revolutio

n
ized i
n
formatio
n
tech
n
ology a
n
d with the emerge
n
ce of e-commerce related i
nn
ovatio
ns
the co
ns
umer
s
are further deprived to a great exte
n
t. A
s
a re
s
ult buyer i
s
bei
n
g mi
s
led, duped a
n
d deceived day i
n
a
n
d day out. Mahatma Ga
n
dhi, the father of
n
atio
n
, attached great importa
n
ce to what he de
s
cribed a
s
the
"poor
c
onsumer"
, who accordi
n
g tohim
s
hould be the pri
n
cipal be
n
eficiary of the co
ns
umer moveme
n
t. He
s
aid "A Co
ns
umer i
s
themo
s
t importa
n
t vi
s
itor o
n
our premi
s
e
s
. He i
s

n
ot depe
n
de
n
to
n
u
s
we are o
n
him.He i
s

n
ot a
n
i
n
terruptio
n
to our work; he i
s
the purpo
s
e of it. We are
n
ot doi
n
g a favour to aco
ns
umer by givi
n
g him a
n
opportu
n
ity. He i
s
doi
n
gu
s
a favour by givi
n
ga
n
opportu
n
ity toservehim.