With a pan-India approach, Mission GraHAQ will emphasise outreach in Tier II and III cities, including semi-urban and rural areas
In an effort to engage directly with consumers at the grassroots level, Amazon India has introduced the third phase of ‘Mission GraHAQ, its flagship consumer awareness initiative, at SMBhav Summit 2024. This campaign aims to reach over 50 million customers, with a focus on Tier 2 and 3 cities, over the three months from December 2024 to February 2025.
This phase of Mission GraHAQ introduces the GraHAQ Chakra, a series of murals across 30 cities on chai stalls, auto-rickshaws and public walls, bringing consumer education directly into communities. Additionally, Amazon will leverage social media to amplify key messages across semi-urban and rural regions in multiple regional languages.
“Ecommerce is no longer limited to metros; it has expanded beyond these hubs, reaching Tier 2 and Tier 3 cities and even penetrating rural regions. The Consumer Protection Act of 2019 has been enacted to address unfair contracts, enforce stricter regulations and enhance consumer protection in ecommerce,” stated Pralhad Joshi, Union Minister of the Ministry of Consumer Affairs, Food and Public Distribution and Ministry of New and Renewable Energy.
With a pan-India approach, Mission GraHAQ will emphasise outreach in Tier II and III cities, including semi-urban and rural areas, with multilingual content to ensure broad accessibility
“The sector’s growth will be driven by confident, empowered online shoppers, and we are honoured to contribute to this national priority, which aligns closely with the government’s vision. Through Mission GraHAQ, we’re broadening our commitment across India, with a particular focus on tier 2 and tier 3 cities. Our goal is to ensure that every customer, regardless of location, is well-informed about their rights and responsibilities in the digital marketplace,” highlighted Chetan Krishnaswamy, Vice President of Public Policy at Amazon India.
Introduced in 2022, Mission GraHAQ focused on educating consumers on their rights and responsibilities through street plays across over 100 cities, engaging over 16 million people, particularly in Tier II and III areas.
