World Consumer Protection Day was observed on March 15. On this day, emphasis is laid on creating awareness among the consumers about their rights. Government is the guardian of the rights of the consumers and it has to take every step to ensure implementation of existing Consumer Protection Act in letter and spirit. Government should ensure protection of interests of consumers and time bound disposal of the complaints against trade malpractices. It should hold regular awareness camps in this regard. Cooperation of NGOs in the implementation of the Consumers Act at ground level is also important. It is appropriate to look at the historical background of the consumer rights. The rise of the consumer movement is often traced to a speech by US president John F. Kennedy on 15th March 1962 in which he articulated four basic consumer rights: right to be informed, right to choose, right to be heard and right to safety. This was perhaps the first time any politician had spoken of consumer rights so seriously. Consumers need to be provided facts to make an informed choice, and to be protected against dishonest or misleading advertising and labelling. They should be able to select from a range of products and services, offered at competitive prices with an assurance of satisfactory quality. Consumers’ interests need to be safeguarded. They must be involved in policy making pertaining to products and services. Consumers should have right to redress – to receive a fair settlement of just claims, including compensation for misrepresentation, shoddy goods or unsatisfactory services. In J&K, consumer rights have not been taken seriously mainly due to lack of proper implementation of related legislations. Stringent laws and enforcement is important along with an informed citizenry to ensure that the consumer rights are respected and protected. Efforts should be made to streamline the functioning of the concerned department and ensure that the laws are implemented in letter and spirit. Enforcement wings of the concerned departments need to be strengthened to check the unscrupulous trade practices and safeguard the consumer interests. Government musts safe guard interests of the consumers and improve the services extended to them. Officials need to check over charging, if any, at airport, hotels and restaurants. Strict action needs to be taken against the erring traders. Awareness programmes should not be restricted to specific days. Instead the organizations associated with consumer protection should look to work round the year and reach out to more and more people, making them aware about their rights.