magine an ordinary afternoon at a neighbourhood market. The scene is familiar — vendors call out prices, buyers haggle for a while and the air buzzes with the scent of spices and fresh produce. Amid this cacophony, a woman holds a broken kettle she bought two days ago. The vendor dismisses her complaint with a wave of the hand and mutters something about there being a no-refunds policy. In the end, she walks away, resigned to what she feels is an unfair arrangement.

This could be anywhere in Pakistan. Stories like hers — unheard and unresolved — are stitched into the fabric of daily life. Consumer protection legislation in Pakistan struggles to deliver justice on the ground. While some reasonable laws exist, the enforcement often falls short. Awareness campaigns are scarce and leave most consumers in the dark.

What if this could change? What if Pakistan could become a country where consumers feel empowered rather than exploited?

Pakistan has the legal scaffolding to build an effective consumer protection system. All the provinces have laws to safeguard buyers from fraud, poor-quality products and misleading claims. There are consumer courts to hear grievances. However, the courts are overburdened so that the cases linger for months, even years.

The enforcement agencies created under these laws often lack resources. Routine inspections are rare. This allows unethical businesses to cut corners. On top of that, laws at the federal and provincial levels sometimes clash, creating a maze ordinary citizens are unfit to navigate.

Yet, the biggest barrier is not legal — it is the lack of awareness.

Many people in Pakistan do not know their consumer rights. They do not realise that the law mandates product safety standards and that there are courts to hear their grievances. Even fewer people know how these rights are accessed. Without widespread awareness, the legal protection is notional.

Now imagine a different world: one where Pakistan learns from nations that have turned consumer protection into a pillar of trust and fairness. The European Union, for instance, has harmonised its laws across member states. Whether you buy a product in Paris or Prague, you have the same rights.

In Singapore, technology plays a central role. A consumer can lodge a complaint through a phone app, track its progress and receive regular updates. Singapore has also built partnerships between regulators and businesses, fostering a culture of compliance instead of confrontation.

In the United States, which has a Consumer Financial Protection Bureau, the focus is on empowerment. Simple tools educate consumers about their financial rights and routine audits keep businesses on their toes.

Pakistan does not need to copy-paste these models. It can adapt these according to local needs. First, the country needs a unified legal framework. Federal and provincial laws should align, eliminating jurisdictional confusion. This will create clarity, not just for consumers but also for businesses.

Second, enforcement needs teeth. Imagine a central authority overseeing consumer protection across Pakistan. This body could standardise inspections, enforce penalties and work proactively to prevent violations.

Education campaigns are another key. These do not have to be grand, expensive initiatives. Even simple messages in Urdu, Pashto or Sindhi could inform millions about their rights. Flyers in local markets, announcements on buses and TV campaigns during peak hours could plant the seeds of awareness.

Alternative dispute resolution (ADR) could also transform the way complaints are handled. Picture mediation centres in every district where people can resolve disputes without the headache of court delays. These centres could save time, money and the frustration of navigating bureaucracy.

Technology, too, is within reach. A basic app could let people file complaints, track their progress and learn about their rights. This app wouldn’t just serve urban consumers but could extend to rural areas through offline features or mobile complaint vans.

Pakistan’s solutions must fit its context. Poverty, illiteracy and a wide digital divide mean that strategies designed for London or Singapore might not always work here. Consumer rights campaigns must speak in local languages, using imagery and stories that resonate. And while online tools are essential, offline efforts must ensure that no one is left behind.

Businesses, too, must step up. Transparency should be mandatory — clear return policies, product warranties and fair pricing displayed prominently. Regular audits could reward compliant businesses and penalise violators, creating a level playing field.

Is this all a dream? Perhaps; but it is a dream rooted in possibility. Pakistan’s economy is growing. Its markets are expanding. With the right reforms, consumer confidence could soar, boosting not just fairness but also economic vitality.

The woman in the market with the broken kettle shouldnot have to walk away dejected. She should have access to a simple, effective system that respects her rights and resolves her grievance.

The writer is a chartered accountant and a business analyst