E-COMMERCE GROWTH : NAVIGATING CONSUMER RIGHTS ININDIA'S REGULATORY LANDSCAPE

The rapid digitalization of trade and the surge of e-commerce, especially during the COVID-19 pandemic, have led to both opportunities and challenges for consumer protection in the digital economy. As consumers are increasingly relying on the technology to meet their needs, there is a growing concern about their susceptibility to digital fraud and the need for stronger cyber security measures and consumer protection laws. While the digital economy provides opportunities for businesses and consumers but it becomes crucial to address the challenges that come with it. Prioritizing the protection of consumers' rights and interests has become even more relevant. In order to establish a comprehensive legal framework for governing the online marketing, sale, and purchase of goods and services, the Ministry of Consumer Affairs, Food and Public Distribution has developed the Consumer Protection (E-commerce) Rules, 2020, also known as the "E-commerce Rules." These rules outline specific procedural requirements that e-commerce entities must comply with before providing goods and services in India. This of course comes with a lot of challenges as the meaning of E-commerce expands the rules so made. Even though these rules offer an exhaustive set of guidelines but its implementation may encounter limitations especially when applied to entities operating beyond national borders, lack of consumer awareness, ensuring data privacy etc. The criticality of addressing associated challenges and safeguarding consumer interests will ensure the protection of consumers in its truest sense.