Launched in 2022, Mission GraHAQ represents a multi-year commitment to consumer awareness in India that meets people where they are—through street plays, radio shows, social media, and public art. Developed in collaboration with industry associations including the Internet and Mobile Association of India, Indian Institute of Public Administration, Consumer Voice, India SME Forum, Consumer Education and Research Centre, CyberPeace Foundation, Bengal Chamber of Commerce and Industry, and Safer Internet India, the campaign has reached millions of people with a particular focus on tier 2 and tier 3 cities, where digital commerce is growing rapidly but consumer education resources may be limited.
Mission GraHAQ builds on the Department of Consumer Affairs’ Jago Grahak Jago initiative, supporting the government’s efforts to empower Indian citizens as informed online shoppers. The campaign covers topics such as grievance redressal, duties of online shoppers, safe payment methods, and the importance of product information. In 2026, the campaign momentum led to the development of a company-agnostic Consumer Awareness Handbook on Safe Online Shopping in association with Safer Internet India—a resource designed to promote customer safety across all of retail.