Amazon India is expanding its consumer awareness campaign, Mission GraHAQ, to North Eastern states as part of its ongoing efforts to educate and empower consumers about online shopping and help build a trustworthy and safe experience for digital shoppers. The ecommerce major will leverage the power of radio for this phase of Mission GraHAQ. 

Amazon will produce interactive radio programs that will be broadcast thrice a week on All India Radio’s (AIR) 29 radio stations in the North East region in nine local languages most spoken in the region. 

With this initiative, Amazon aims to proactively inform and educate consumers in Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim and Tripura about safe online shopping and reiterate its commitment to protecting consumers from bad actors. 

“I commend Amazon India for its proactive initiatives aimed at enhancing consumer awareness regarding their rights and safety in the realm of online shopping. Utilizing radio broadcasts and delivering messages in local languages will empower consumers to fully comprehend the nuances of online shopping, fostering a deeper understanding of critical elements such as product information, online payments, grievance redressal, and consumer responsibilities,” said Rohit Kumar Singh, Secretary - Ministry of Consumer Affairs, Food And Public Distribution.

Chetan Krishnaswamy, Vice President of Public Policy at Amazon India, stated that the Mission GraHAQ campaign embodies the company’s commitment to educating consumers about their rights and empowering them to make well-informed purchase decisions. “Consumers in North Eastern states are embracing online shopping at a fast clip, thanks to increased choice and convenience, and we want to spread our message to as many of them as possible leveraging the strong reach of All India Radio,” he added.

The three-month-long campaign was launched on All India Radio on Oct. 31 in the North East region. The radio spots will be aired in Hindi, Bengali, Assamese, Nagamese, Garo, Khasi, Nepali, Manipuri and Mizo. Amazon and AIR will broadcast radio spots each week, covering various themes such as consumer rights, choice, redressal mechanisms available to them, as well as safe online shopping. 

Introduced in 2022, the Mission GraHAQ campaign has reached lakhs of consumers in 100+ cities in six states - Gujarat, Karnataka, Tamil Nadu, Haryana, Uttar Pradesh, and Delhi. As part of the campaign, Amazon organised close to 400 street plays in several local languages to innovatively spread information about trustworthy online shopping.