Are you angry at the sloth and inefficiency exhibited by power supply undertakings? Are you unhappy with the quality of water that comes through the pipes connected to your home? Are you sick of being taken for a ride by service providers and manufacturers? If yes, then go ahead and express your anger, and preferably do it with a group of friends or neighbours who are equally angry. In fact, the larger the number of protesters, the better the effect. You will be surprised at the results.

Even though the Indian consumer movement began in the 1960s with consumers expressing their anger over steep escalation in the prices of essential commodities and also their non-availability, somewhere along the way, consumers lost the habit of giving expression to their displeasure through mass demonstrations, marches and boycotts. This has cost the Indian consumers dear.

However, in the last few years, there have been a few sparks here and there, giving rise to the hope that Indian consumers are finally learning to flex their muscles. These have not been sustained, planned campaigns, but short, spontaneous reactions to situations. But they are indicators of a changing consumer behaviour. A couple of years ago, in the height of summer, when the air conditioning in a Rajdhani Express going from Delhi to Calcutta failed, the passengers refused to accept it. They stopped the train by pulling the chain and did not allow it to proceed till the air conditioning was set right.

Similarly, several states have seen slogan-shouting consumers demonstrating before power supply undertakings, demanding better quality of service. In recent times, airlines have also tasted the wrath of passengers. There have also been protests against cable operators. These have been unplanned, unstructured, spur-of-the moment reactions, but in those situations, they did send the message that consumers can no longer be taken for granted.

That’s not all. In 2003 and 2006, there were consumer boycotts of colas in response to the reports of pesticide residues in these drinks. Last year, consumers in Bangalore resorted to boycott of petrol pumps for a day to express their anger over frequent petrol price hikes.

So perfect the art of mass dissent and boycott. That’s how consumers in the West have won their battles. In fact, no other form of protest can be as effective and powerful as a boycott. So let the year 2007 mark the emergence of a stronger consumer — one who does not hesitate to take on those who treat him or her with disrespect.