The stock-taking done at the first national convention on consumer protection served to highlight the areas that called for special attention to sustain the momentum of the movement as genuine forum for safeguarding the people's interests. Spreading awareness about the rights of the consumers and the relief open to them in case they did not get their money's worth of goods and services has rightly been identified as the first priority. While, this may not be a difficult task in urban areas, where the movement is concentrated at present, taking it to the vast rural hinterland calls for a multimedia approach in which radio and television have a crucial role to play. The involvement of the 500-odd consumer organizations in the country in publicizing the concept of fair trade practices and the remedies available against their violation will prove rewarding, if the message is conveyed through village bodies. Government efforts remain confined at best to setting up the infrastructure after the formal launch of the movement with the enactment of the Consumer Protection Act. The mounting backlog of cases in consumer courts, points to the need for toning up the district level redressal machinery. The main objective of the movement is the creation of a culture that denies place in the market for products that are not consumer friendly. This is possible only if consumer bodies take over the watchdog role performed by the Government till now and exercise social control over the market to see that the benefits of liberalization are not reaped by traders alone. But, the plea to industry to exercise self-regulation and maintain minimum standards of quality and devise appropriate pricing is bound to go unheeded unless strict measures are taken to ensure compliance.