CONSUMER PROTECTION IN THE E-CONSUMER ERA: A DOCTRINAL ANALYSIS OF LEGAL FRAMEWORK AND CHALLENGES IN INDIA AUTHORED BY - ASHWIN.A.S. & MRS.KOUSHIKA.P

The rapid growth of digital technology and e-commerce has transformed traditional consumer
markets into a dynamic and complex digital ecosystem. Consumers today increasingly engage
in online transactions through e-commerce platforms, digital marketplaces, and mobile
applications, giving rise to the concept of the “e-consumer.” While this digital shift has
enhanced convenience, accessibility, and global connectivity, it has also introduced new
challenges such as data breaches, online fraud, misleading advertisements, counterfeit
products, and lack of transparency in transactions. These challenges have necessitated the
development of a robust legal framework to protect consumer rights in the digital environment.
23 In India, the enactment of the Consumer Protection Act, 2019 marked a significant step
toward addressing issues faced by e-consumers. The Act introduced provisions relating to e-
commerce, product liability, and unfair trade practices in the digital marketplace. Additionally,
the Consumer Protection (E-Commerce) Rules, 2020 established specific obligations for online
platforms to ensure transparency, accountability, and consumer protection. Despite these
developments, several challenges persist due to rapid technological advancements, cross border
transactions, and enforcement limitations. 2 This research paper undertakes a doctrinal analysis
of consumer protection in the e-consumer era, examining the legal framework governing e-
commerce, analyzing key issues faced by digital consumers, and evaluating the effectiveness
of existing laws. The study further explores judicial responses, regulatory challenges, and the
need for reforms to strengthen consumer protection in the evolving digital landscape. The paper
concludes that while India has made significant progress in regulating e-commerce, continuous
legal and policy updates are essential to address emerging risks and ensure effective protection
of consumer rights in the digital age.