Effective consumer protection requires advocates who understand both the challenges consumers face and the resources available to help them. India’s National Consumer Helpline (NCH) manages more than 100,000 complaints every month across 17 different languages. In December 2024, the Department of Consumer Affairs (DoCA) launched a Capacity Building Program for NCH associates that included a collaboration with Amazon.
Amazon delivered an intensive 40-hour training program focused on soft skills, professional outlook, and customer service behaviors for more than 80 associates, culminating in a joint certification from the DoCA and Amazon. As Nidhi Khare, secretary of DoCA, explains: “The training imparted by Amazon India is aimed at enhancing the performance of the Helpline. It’s a part of capacity-building program and ongoing efforts towards strengthening the National Consumer Helpline (NHC) setup, which receives more than a hundred thousand complaints every month. Regular training of NCH associates will help improve their communication skills towards addressing consumer complaints effectively and will enable a seamless dispute redressal experience for the consumers.”