₹1 Lakh Store — 90-Day D2C Playbook for Indian Founders

04 — Legal

Consumer Protection Act

The Consumer Protection Act 2019 applies to all D2C brands. Know your obligations and customer rights before launch.

2019 Act7-Day ReturnsE-Filing Complaints

2019

Latest Act

Consumer Protection Act 2019

7 Days

Return Window

Minimum return period

₹5L+

Penalty Risk

For non-compliance

E-Filing

Complaints

Customers can file online

Key Consumer Rights for D2C

Right	What It Means for You	Action Required	Priority
Right to Information	Product details, pricing, MRP must be clear	Accurate product listings, MRP on labels	Required
Right to Choose	No forced bundles or hidden charges	Clear pricing, no auto-add-ons	Required
Right to Redressal	Customers can file complaints	Response SLA <48 hours, resolution <7 days	Required
Right to Safety	Products must be safe for declared use	Quality testing, clear instructions	Required
Right to Consumer Education	Customers must know their rights	Link to consumer rights in policy page	Good Practice

E-Commerce Specific Rules

Requirement	Detail	Compliance
Return Policy Displayed	Clearly visible before purchase	Must Have
Refund Timeline	Within 7 business days of return receipt	Must Have
Cancelled Order Refund	Within 3 business days	Must Have
Grievance Officer	Named contact for consumer complaints	Must Have
Product Warranty Info	Clearly displayed if applicable	If Applicable

D2C Advantage: Direct consumer relationship means you can resolve complaints faster than marketplace sellers. Use this as a brand advantage — fast resolution builds loyalty.

Consumer Protection — Must Complete

Return policy clearly displayed on product pages (7-day minimum)

Refund process documented and tested

Refund timeline: within 7 business days

Grievance officer designated (you, for now)

All product information accurate and not misleading

Customer complaint response SLA set (<48 hours)