It is said 'A Consumer is the King' - 15th March marked as a world consumer day, it's time to be a 'Smart Shopper' and not led by misleading advertisements that we often come across.Today, women are a prime target for many products and services as women influence greatly purchase decisions and so do the kids focused in 'buying roles'. Women acts as initiators, influencers, decision makers, purchasers and findings reveal that working women plays a major role with purchases as it is attributed to their financial autonomy and need for such goods to reduce workload and maintain status quo. As a result, the choice of store is choosing 'comfortable shopping'. However, men too go in for brand shopping and more. It is the Consumer Awareness which is prime concern for Human Rights.Time be alert not to get cheated, find out what ISI Quality mark means and if you go for shopping, make sure to ask for a receipt. The Indian Ministry of Consumer Affairs, Food and Public Distribution is geared up for Consumer Protection on World Consumer Rights Day, 15th March 2004. Take the opportunity to get consumer literate and find out whether the products you use are genuine, properly weighed, what you pay is worth - Even don't hesitate to bargain on M.R.P. (Market retail price). The Gujarat Government Hon.Minister Mr. Kaushik Patel for Revenue with Additional charge for Food & Civil Rights & consumer Affairs and Consumer Cell, is all geared for Consumer Awareness Programme which will be open for public with practical examples. Indeed an Initiative Step! Afterall, 'Swadeshi' is labelled with 'imported' and the mix blends do need a 'Consumer Watch' sometimes!