Every year, 24th of December is observed as National Consumer Day. On this day, the Consumer Protection Act, 1986 had received the assent of the president. The enactment of this Act is considered as a historic milestone in the consumer movement in the country. The National Consumer Day presents an opportunity to highlight the importance of the consumer movement, the need to make people aware of their rights as consumers, and to ensure consumers with effective safeguards against different types of exploitation such as defective goods, deficiency in services and unfair trade practices. Especially in this age of e-commerce, which is facilitated creation of new approaches to service and product delivery, the challenges of ensuring customer protection have grown manifold. How are the interests of e-commerce consumers being protected, how is free and fair competition in e-com market being encouraged and how are redressal mechanisms for consumer grievances being strengthened.