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Consumers in Sri Lanka have had a wider choice ever since the economy was liberalised in 1977. Since then Sri Lankans have more or less taken choice for granted, but are yet to organise themselves sufficiently well to form an active consumer protection lobby.

Frequently, however consumers complain against companies, which provide products and services to the Sri Lankan market. We receive letters from consumers protesting against shoddy treatment meted out to them by corporates, which give the impression that they do not get redress when they seek compensation.

Most often the complaints are about poor service at banks and other service providers. There are also infrequent complaints about poor quality or faulty products or about supermarkets and grocers selling outdated goods. There are even complaints against purveyors of brand-new vehicles that the cars and trucks that are sold have manufacturers' defects.

As Mahatma Gandhi pointed out the reason for the existence of business entities providing goods and services is the consumer and therefore the buyer must be treated as the King. But in Sri Lanka today there is little activity that takes the side of the consumer.

In neighboring India there is a strong and vibrant consumer protection lobby that is backed by separate consumer courts and laws. If a buyer feels aggrieved because he or she has been sold a faulty product they can go before these courts and get a ruling.

Many a time these courts have handed down judgments against some of India's biggest corporate entities. Before the Indian economy was liberalised in the mid-1990s these courts were essential as many of the big companies in that country enjoyed a near monopoly on certain items.

For instance there was only one type of small car - the Maruti - that the Indian buyer could purchase. Therefore these companies could produce items of almost any quality and the consumer had little choice. In response Indians organised themselves into powerful consumer groups that boycotted goods and services that were seen to be exploiting the people. Eventually consumer protection laws were passed and parallel judicial systems to deal with consumer's complaints were introduced.

Despite the choice available to Sri Lankans consumers in this country must organise themselves better. Consumers must come to the realisation that their collective power will compel corporates to be more responsible and treat the buyer right.

The Consumer Protection Act, passed many years ago, must be activated and the authorities must respond by setting up a suitable infrastructure to back up consumer rights.

At the same time the companies must realise that they after all exist in a competitive environment. If they continue to provide low quality products at high prices and dish out shoddy services, consumers can switch to others.

The mantra for good service and products is to allow free competition that can be fairly and strictly regulated by the authorities. Judging from the anarchy brought to our roads by the private bus operators it appears that we are good at freeing up sectors but not so good at regulating them.

The recent resolve shown by the government in dealing with the telecom service providers is a step in the right direction where the government has hung tough in sticking to the principle of liberalisation despite heavy lobbying and threats of litigation.

This spirit must extend itself to all sectors of the economy and companies have to realise that they owe it to society to be responsible entities. The final image of a company will be built by the way they deal with their customers. Providing good after sales care for instance will be a plus point.

In the near future we are likely to see more foreign companies entering the local market if peace takes hold and there is greater prosperity. Already some big names have explored the possibility of coming in. In that event the existing dealerships and service providers will have to pull up their socks, as consumers will naturally be attracted to the more caring company.

At the same time consumers must also ready themselves to protect themselves in a cutthroat market to ensure they are not short-changed at any stage.

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Copyright 2001 The Associated Newspapers of Ceylon Ltd.
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