The Ministry of Consumer Affairs has partnered with Gupshup to unveil ‘Jagriti,’ a web-based AI virtual assistant designed to simplify the process of filing consumer complaints. The announcement was made during a press conference today, attended by Pralhad Joshi, Union Minister of Consumer Affairs, Food and Public Distribution, and New and Renewable Energy.
Jagriti leverages advanced Generative AI technology to offer an intuitive, user-friendly approach to grievance redressal. The virtual assistant provides real-time, step-by-step guidance for users, enabling them to file complaints quickly, with the entire process taking less than a minute.
Consumers authenticate their identity via their mobile number, after which the AI assistant takes over, ensuring that complaints are lodged efficiently without the need for complicated forms or menu selections.
The AI system is equipped with cutting-edge text-to-speech and speech-to-text capabilities, making it even more accessible. It can process both written and spoken queries, enabling consumers to engage in natural conversations in either English or Hindi. This makes the process more inclusive, accommodating users across various linguistic backgrounds.
Unlike previous complaint systems, which relied on rigid dropdown options, Jagriti’s AI is capable of understanding free-flowing text and conversational commands, allowing users to express their concerns in a more natural and flexible manner. Additionally, consumers can track the progress of their complaints using a unique reference number through the same AI interface.
The introduction of Jagriti is a significant part of the Ministry’s broader initiative, NCH 2.0, aimed at improving consumer grievance redressal mechanisms across India. This follows the success of a WhatsApp-based chatbot launched last year, which facilitated over 800,000 complaints by November 2024.
