INVISIBLE CONSUMERS, VISIBLE CONSEQUENCES: POWER AND ETHICAL CHALLENGES IN MARKET INTERACTIONS IN INDIA

AUTHOR – VIJAY KUMAR, ASSISTANT PROFESSOR AT HAMDARD INSTITUTE OF LEGAL STUDIES AND RESEARCH, JAMIA HAMDARD, NEW DELHI

BEST CITATION – VIJAY KUMAR, INVISIBLE CONSUMERS, VISIBLE CONSEQUENCES: POWER AND ETHICAL CHALLENGES IN MARKET INTERACTIONS IN INDIA, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 6 (8) OF 2026, PG. 854-866, APIS – 3920 – 0001 & ISSN – 2583-2344. DOI – https://doi.org/10.65393/IJLRV6I893

Abstract

This research offers a complete analysis of the intricate relationship between power and ethics within market transactions where there are invisible consumers in India. The term ‘invisible consumers’ includes marginalized communities like rural communities, informal sector employees, people living below poverty line, and socially marginalized communities. These communities are neglected by the society because of socio-economic differences, illiteracy, remote location, and lack of protection against exploitation, resulting in their invisibility in the consumer market. This study investigates how structural power imbalances manifest through information asymmetry, economic vulnerabilities, and the dominant role of intermediaries, leading to exploitative practices such as misleading marketing, substandard products, and insufficient access to grievance redressal mechanisms. Furthermore, this research highlights emerging ethical concerns exacerbated by digital transformation, including data privacy violations and algorithmic biases that disproportionately affect digitally marginalized consumers. Through qualitative analysis of secondary data, case studies, and policy frameworks, this paper elucidates the tangible socio-economic consequences of consumer invisibility, including increased poverty, health risks, social exclusion, and erosion of trust in market institutions. The findings underscore the critical need for multidimensional interventions encompassing enhanced consumer education tailored to diverse linguistic and cultural contexts, strengthened regulatory enforcement with a focus on informal and rural markets, proactive corporate social responsibility initiatives, and inclusive digital literacy programs. By advocating a holistic, multi-sectoral approach, this study aims to inform policymakers, businesses, and civil society of effective strategies to empower invisible consumers, promote ethical market practices, and foster equitable economic participation, thereby contributing to sustainable and inclusive development in India’s rapidly evolving consumer landscape. The results highlight the vital importance of comprehensive intervention measures that include better consumer education targeted at different linguistic and cultural settings, stricter regulations, especially for informal and rural areas, corporate social responsibility programs, and digital literacy programs. This study seeks to contribute by proposing an integrated strategy that includes all sectors of society, thus informing policy makers, companies, and non-government organizations about appropriate measures for empowering invisible consumers and ensuring ethical business practices.

Keywords: Invisible consumers, power asymmetry, ethical challenges, market interactions, consumer protection, India, corporate social responsibility, regulatory enforcement, informal economy, digital inclusion.