Jago Grahak Jago: Counterfeit and Illicit Products Pose Growing Threat to Consumers and the Nation, Warns Consumer Online Foundation on World Anti-Counterfeiting Day
On the occasion of World Anti-Counterfeiting Day, Consumer Online Foundation (COF), a leading consumer rights advocacy organisation, has reinforced the spirit of “Jago Grahak Jago” by calling for stronger action against the growing menace of counterfeit and illicit products. The Foundation warned that the issue is no longer limited to intellectual property violations but has emerged as a serious public health and economic challenge impacting both consumers and the nation.
Observed annually on June 10, World Anti-Counterfeiting Day was established in 1999 by the Global Anti-Counterfeiting Group (GACG) to raise awareness about the damaging impact of counterfeiting, piracy and illicit trade. The campaign brings together governments, enforcement agencies, brand owners, consumer organisations and policymakers to address the widespread consequences of illegal trade on consumers, businesses and national economies.
According to COF, counterfeit and illicit products today span a wide range of goods used in everyday life, including food products, medicines, cosmetics, personal care products, electrical goods, batteries, automotive components, cigarettes, consumer goods and digital devices. While counterfeit products seek to imitate legitimate brands, illicit products often enter markets through illegal channels, bypassing regulatory, taxation and quality control systems. In both cases, consumers are exposed to significant risks.
The risks become even more pronounced when such products involve food items such as paneer, ghee, spices and edible oils, or other products that directly affect public health. The scale of the challenge is significant. The May 2025 report by the Organisation for Economic Co-operation and Development (OECD) and the European Union Intellectual Property Office (EUIPO), Mapping Global Trade in Fakes, estimates the global trade in counterfeit and pirated goods at USD 467 billion, accounting for 2.3% of global imports.
In India, the State of Counterfeiting in India 2025 report, released by the Authentication Solution Providers’ Association (ASPA) in collaboration with CRISIL, found that nearly one in three consumers encountered a counterfeit product in the past year.
Prof. Bejon Kumar Misra, an internationally recognised consumer policy expert, Founder Trustee of the Consumer Online Foundation and a long-standing advocate for consumer rights and patient safety, said, “The spirit of Jago Grahak Jago is more relevant than ever today. Counterfeit and illicit products, ranging from medicines and cosmetics to electrical goods, can expose consumers to serious quality, safety and health risks. The impact goes beyond consumers, affecting legitimate businesses, government revenues and the economy.
Addressing this challenge requires stronger enforcement, greater consumer awareness, improved market surveillance and close collaboration between regulators, industry and civil society.”
Apart from consumer harm, counterfeit and illicit trade weakens legitimate businesses, discourages innovation, erodes brand value and leads to substantial tax leakages. It also places additional pressure on enforcement agencies and undermines trust in markets and institutions.
The Foundation highlighted that the rapid growth of e-commerce, social media platforms and informal digital marketplaces has added a new dimension to the challenge. The ASPA-CRISIL report found that online aggregator platforms account for 53% of counterfeit purchases, making digital channels a key route for illicit trade. Strengthening digital monitoring systems and enhancing accountability across online marketplaces will therefore be critical to protecting consumers.
Tackling counterfeiting and illicit trade requires a comprehensive approach that combines stronger enforcement, enhanced consumer awareness, effective regulatory oversight and robust cooperation between government agencies, industry stakeholders and consumer organisations. Greater public awareness is particularly important, as informed consumers remain the first line of defence against counterfeit and illicit products.
It was under Prof. Misra’s leadership as Chairman of the Consumer Coordination Council that the iconic Jago Grahak Jago campaign was conceptualised and adopted by the Government of India.
COF is the only voluntary consumer organisation in India certified under ISO 9001:2015 for Consumer Complaint Redressal Services and has helped resolve grievances for more than one million consumers.
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