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EVALUATION REPORT OF PHASE II OF THE PROJECT

On

WORKSHOP CUM TRAINING PROGRAMME FOR HOUSEWIVES ON DETECTION OF ADULTERATION IN FOODS BY CONCERT, CHENNAI

Research Team

Prof. Suresh Misra Dr. Amit Kumar Singh Pankaj Kumar Singh

Sponsored by

Department of Consumer Affairs Ministry of Consumer Affairs, Food and Public Distribution

Government of India

Conducted by

Centre for Consumer Studies Indian Institute of Public Administration

IP Estate, Ring Road New Delhi

i

Preface

In the recent past food adulteration has assumed a serious proportion leading to health hazards. Whether it is raw vegetables, fruits, meat item, milk, sweets or spices, every single item is mixed with cheap and dangerous ingredients for the purpose of making more profit. Food adulteration is the desirable contamination of food materials with low quality, cheapo non- edible or toxic substances. Food adulteration takes many forms; mixing, substitution, abstraction, canceling the quality, sale of decomposed foods and using fake labels.

Somehow the Indian consumers, particularly in the rural areas have become accustomed to live with adulteration, mainly due to ignorance, lack of awareness and choice. Therefore there is a need to build the capacity of the consumers as well as the community to fight this menace. Educating the consumers about food safety and hygiene, food adulteration and the way to detect food adulteration is the best way to protect them. Research has shown that women play a major role in decision making regarding food, hence they need to be targeted as far as consumer education and awareness is concerned.

A large number of organizations have also prepared special kits to detect adulteration in common foods such as sweets, milk, spices, edible oil, tea, coffee, dhal and other items of daily use. By this innovative concept of special kits, consumer goods can be examined instantly which work as deterrent against adulteration. Its propagation at the house hold level needs to be encouraged.

This evaluation study of the Phase II of the Project “Workshop cum Training programme for Housewives on Detection of Adulteration in Foods” being implemented by CONCERT, Chennai has been carried out on the request of the Department of Consumer Affairs, GoI. We are grateful to the Department for their trust in the Centre for Consumer Studies, IIPA in conducting such studies. We would like to thank particularly Shri. Sreekumaran, Joint Secretary, DCA for his support in the conduct of this study.

We are thankful to the management and officers of M/S CONCERT, Chennai for providing us all the information, relevant documents and time to discuss various issues relating to the Project. At the field level we are also thankful to the large number of housewives both trainees and the participants of the follow up programmes and others for their support, but for their cooperation a study of this nature would not have been completed. 28. November, 2010 New Delhi

Prof. Suresh Misra Centre for Consumer Studies

IIPA, New Delhi

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CONTENTS

Page No.

Preface

i

Chapter I Introduction

1-10

Chapter II Effectiveness of Training Programmes: (Response of Trainees (Housewives)

11-27

Chapter III Awareness and Education Programmes (Response of the Participants of the follow up Programmes)

28-47

Chapter IV Findings and Recommendations

48-51

Chapter I

Introduction

Background

Food is essential for sustenance of life. It should be pure, nutritious and

free from any type of adulteration for proper maintenance of human health.

Adulteration of food cheats the consumer and can pose serious risk to health

in some cases. There is no doubt that the consumer is the largest economic

group and central point of all marketing activities. With the rise in the income

of people, the quality, the quantity and the sophistication of the consumer

goods has also increased. The market is literally overflowing with the new

products based on intricate technology. It is very difficult for the consumer to

select one food item because of misleading advertisements, improper media

emphasis and food adulteration. As a result of these malpractices, the

ultimate victim is a consumer, who innocently takes adulterated foods and

suffers.

Despite improvement in production, processing and packaging, more

poison seems to be entering our food chain. Food adulteration in India has

become a norm rather than isolated cases. Whether it is spices, food grains,

raw vegetables, fruits, meat items, or packaged food, every single item is

mixed with cheap dangerous ingredients for the purpose of making more profit.

Food adulteration is the deliberate contamination of food materials with low

quality, cheap, non-edible or toxic substances. While the substance that

degrades or lowers the quality of food is an adulterant. The use of oxytocin

and calcium carbide containing arsenic for making the vegetables and fruit

bigger is poisonous for human consumption. India’s health ministry appointed

a commission to determine the effect of harmful chemicals on human beings,

including oxytocin and calcium carbide which are injected in vegetables and

fruits like mangoes and banana. Lady’s fingers are dyed in green, brinjals

treated with condemned oil for shiny look and tomatoes injected to look

attractive red and bigger.

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Food Adulteration: A Health Hazard The adulteration problem in India has attained massive dimensions.

Adulteration may be intentional or unintentional. The former is a wilful act on

the part of adulterator who intendes to increase the margin of profit. On the

other hand, adulteration may be incidental contamination, which is usually due

to ignorance, negligence or lack of proper facilities.

It is true that, adulteration primarily thrives in a period of shortages

when consumer’s real income is falling due to rising prices of even essential

commodities. Psychologically, consumers pay less attention to the quality of

products during this period and it is here that they face disadvantages in the

form of adulteration. Now a day, “adulteration is health menace” as food

adulteration takes many forms: mixing, substitution, abstraction, concealing

the quality, sale of decomposed foods and using false labels.

Somehow, the Indian consumer has become accustomed to live with

adulteration. Even educated consumers do not pay attention to the menace of

adulteration. Many such dangerous chemicals and other item are added while

food processing has adverse effect on health. Even Milk has not been spared.

Common adulterant is addition of water, flour, or any other starchy material

say industrial starch. Addition of water and extraction of fat is very common

and not harmful. But what when the milk has a combination of urea, liquid

detergent, a little sugar, vegetable oil and water... a Synthetic Milk! Turmeric

is the basic ingredient of all our Indian cooking. Any Indian dish is not

complete without it. It is adulterated with, lead chromate, (which adds colour

as well as weight to it, being heavier), Metanil Yellow dye or any starch based

items like flour or rice powder or even industrial starch. Except flour or rice

powder, all the other adulterants are health hazardous and cause irreparable

damage to our system when eaten at regular intervals for a long period of

time. Take for instance Lead chromate; it is one of the most toxic salts of lead.

It can cause anaemia, paralyses, mental retardation and brain damage in

children and abortion in pregnant women. Metanil yellow dye which is another

non-permissible toxic colorant, is used mostly to colour Besan or gram flour,

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pulses, miscellaneous prepared foods namely sweetmeats like ladoo, burfi,

jelabi, dalmoth, papad, etc. to get that attractive deep yellow colour. Food

grade colours are available in the market but being more costly; traders take

advantage of the lackadaisical approach of the law enforcing authorities and

substitute it with the such cheap and non-permissible dyes and colours.

In the “Masalas" or spices, the common adulterants for coriander

powder or chili powder are sawdust, rice bran, brick powder and sand.

Argemone seeds that grow as weeds in the mustered fields are mixed with

mustered seeds and its oil is mixed with mustered oil. Just a trace amount is

all right, but when added deliberately it causes serious health hazards and

even death. Dropsy is a straight after effect of consumption of this oil. It may

also cause swelling, irregular fever, low pulse rate, enlargement of the liver,

respiratory distress which may lead to heart failure. Adulteration of oil has

become rampant, with a wide variety of oils available in the market; the

consumer is unsure of the combination of oils when he buys it loose from the

market. Oil is very harmful and hazardous to health when mixed with crude

castor oil, industrial palmolein-oil, mineral oils etc. This is certainly a crime

against humanity aimed at earning money at the cost of public health.

In large number of cases Ghee is adulterated to the extent of 80 to 85

percent with Vanaspati . In real it is Vanaspati flavored with 15 or 20 percent

of ghee by special process. Sand, dirt, earth, gritty matter, soap stone,

common salt are added to flour, refined flour (maida), gram flour (besan),

spices, sugar, tea-dust and coffee. And washing soda is added to table salt. In

tea-dust one can even find iron filings. And remember that lovely silver leaves

used to decorate sweetmeats, burfi, and pan, may be aluminium leave or foil,

which is again very bad for health, causing a lot of physical complications.

Dried seeds of volatile oil are added to cloves, while mineral acids to vinegar,

papaya seeds to black pepper. Aniseed or 'sauf' that after food tit-bit is dyed

with malachite green dye for that nice green colour. In food grains and whole

spices extraneous matter like stalks, stems, and foreign seeds are added.

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Awareness and Education

To meet these challenges consumers must arm themselves against

these problems since they are not automatically protected by the working of

the market. Therefore, a consumer’s best defence is knowledge of his/her

rights as a consumer and of the remedies which exist to resolve these

problems when they occur. “Knowledge and awareness about adulterated

foods, laws and its rights related to adulterated food is crucial in a society

where technology heightens opportunities for perpetrators of fraud deception

and misrepresentation”. The various stakeholders in the consumer protection

movement need to workout a strategy to address this problem. Creating

awareness and educating the consumers will go a long way in helping the

consumers to understand what constitutes food adulteration and how they can

save themselves from this.

Women can make a Difference

There are a number of studies conducted which reveals that

housewives (home makers) are the actual buyers for food in the family. Home

makers take independent decision in all the areas of food buying except

financial aspect. Studies have also highlighted that “availability of money

resource and availability of the product” in the market were the most important

factors, whereas “food habit” and “nutritional requirements” were the least

important factors while buying a product. On the other hand low income group

home makers preferred ration stores, and independent stores for the

groceries and miscellaneous items. For the selection of stores low income

group home makers gave more importance to credit facilities, lowest price and

location of the store. Majority of the housewives (home makers) from low

income groups collect all information from friends and neighbours’. Among

housewives (home makers) retail shops are more used than wholesale shops

for purchasing grains, monthly purchasing was most common among the

employed and unemployed homemakers for grains and grocery.

If we want this movement to grow, more women will have to come in.

Consumer movement has to move towards pro-poor, pro-rural and pro-

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women. Although efforts have been made to detect the percentage of food

adulteration in a number of big and small cities, none of the study deals with

knowledge and awareness of women (homemaker) about food adulteration.

That is why it is necessary to generate awareness among the housewives

(homemakers) about the existing food adulteration practices of the retailers

and manufacturers and equip them with simple household test for detecting

adulteration.

It is highly unlikely that more legislation or increasing fines and jail

terms alone will help reduce adulteration, particularly given the corruption that

exists in the enforcement area and the low conviction rate. Greater consumer

vigilance and action alone can help improve the situation. But such efforts are

not fruitful unless consumers themselves are aware of their rights and

responsibilities. Under these circumstances, consumer literacy is the need of

the hour, with special attention to low income groups particularly living in the

rural areas who suffer the most.

Evaluation of the Phase-II of CONCERT Project

The evaluation of the Phase – II of the Project – Workshop cum

Training Programme for Housewives on Detection of Adulteration in Foods

has been carried out on the request of the Department of Consumer Affairs,

GOI. The project is being executed by M/s CONCERT, a Centre for

Consumer Education, Research, Teaching, Training and Testing, Rajendra

Garden, Chennai from January 2009 to February 2010. In all 33 training

programmes were conducted in 11 districts of Tamil Nadu in which a total of

990 women participated with qualifications ranging from class 10th to

Doctorate Degree and even law degree holders.

The objectives of the project were as follows;

1. To create awareness about food adulteration among members of the SHG,

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2. To educate members of SHG about health hazards due to adulteration

3. To inform them about right choice of food in day to day life

4. To demonstrate methods of detection of adulteration using Annam Spot Test Kit

5. To provide them a spot test kit to promote food safety in their community

6. To learn and use the Consumer Protection Act and Rules

The expected outcome was that housewives would be trained by

CONCERT under the project and made aware about food adulteration, food

safety, PFA Act, Consumer protection Act and the use of Annam spot test kit

and they would organise follow up programmes to create awareness about

food adulteration in their community. This is based on the presumption that

the best way to prevent wilful adulteration is to create a people’s movement

through awareness and social consciousness.

The training programmes focused on knowledge enhancement and

skill development. The methodology used in the programmes was mainly

lecture and demonstration methods. Duration of the training programme was

of two days. The topics covered in the training sessions related to health and

nutrition, food adulteration and food contamination, food hygiene and safety,

detection of food adulteration using the Annam Spot test kit, Consumer

Protection Act and Rules, PFA Act, label reading and detection of adulterants.

Hands on training were also given apart from group discussion and question

and answer sessions.

11 districts were chosen for training in the Second Phase with due

representation being given to the geographical areas. Three districts from

south, five from west and three from east were selected. In each district three

centres were identified. Depending upon the size of the district, four centres

were chosen in Cuddalore and Thiruvallur districts and two centres in Karur

and Pudukottai district.

Selection of Coordinating agencies and Coordinators

Letters were written by CONCERT to leading NGO’s/VCO’s, Nehru

Yuva Kendra, and women development officers of Tamil Nadu Government

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requesting their willingness to coordinate with CONCERT in selecting the

trainees. Each organisation was sent a model application form containing

details of prospective trainees and the profile of the activities of the

organisation to be forwarded. CONCERT received responses from several

organisations and one organisation from each district was selected after

weighing their suitability to nominate trainees and their experiences in women

development area. One representative from each organisation was called to

Chennai to explain to them the salient features of the training. They were also

briefed on the arrangements to be made for training, method for identifying

the right type of trainees and the responsibility of bringing trainees to the

place of training. Finally 30 housewives (women) were selected to attend the

training. Others who showed interests were also allowed to attend but only as

observers and have been included in the official list of participants which is

quite appropriate as they could educate more women.

The trainers consisted of officials from CONCERT and officers who had

served in the Food Analysists Laboratories in their capacity of Public

Analysists. Local consumer activist were also involved. Adequate and

appropriate training material in Tamil including the Spot Test Kits was

supplied to the training centres for distribution. Each participant was given a

follow up action form wherein they were asked to fill up the details of follow up

activities plan by them on completion of the training. The trainees were

requested to convey the messages they leant during the training and a

Business Reply Envelope was given to facilitate mailing the report without any

extra expenditure for them. As per records 148 trainees sent follow up action

report and a total of 2470 people participated in the follow up programmes.

Methodology The study has been carried out with the help of both primary and

secondary sources. Discussions were held with CONCERT in their office at

Chennai, documents and records were also seen. The major target groups

involved are the trainees (Housewives) trained by CONCERT and village

housewives & students (trained by trainees) in the follow up programmes

organised in their villages. The interviews were conducted with the help of

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structured questionnaire consisting of close ended questions. Separate

questionnaires were prepared for the trainees and village housewives &

students.

Since this study was to assess the perception of housewives regarding

the effectiveness and benefits of the training programme, it is quite evident

that perceptions vary from person to person; therefore it was necessary to

conduct a preliminary survey and pre test the questionnaire. To make the

study more effective, a pilot survey was conducted at Selvam Matric. Hr. Sec.

School, one of the training centres in Thiruvallur District, located at Arkkonam.

Trainees of

Thiruvallur and

Poonamalle centres

of this district had

been invited for

interaction and

discussion with the

evaluation team,

consisting of Prof.

Suresh Misra, Chair

Professor &

Coordinator and Dr. Amit Kumar Singh, Research Officer of Centre for

Consumer Studies, IIPA, New Delhi. After discussion, the questionnaire was

distributed to the trainees. Based on their responses and understanding the

questionnaire was modified. The pre testing of the questionnaire proved to be

useful and helped in understanding various issues regarding the training

programmes. Study Area

The study was conducted in Tiruvallur, Cuddalore, Thanjavur, Madurai

and Tuticorin Districts of Tamil Nadu;

Prof Suresh Misra, Chair Professor and Coordinator, CCS, IIPA, New Delhi interacting with Participants

11

Districts Covered in the Field Survey

Sample Plan

As per the data provided by M/S CONCERT, Chennai, the 2nd phase

of the training programmes were conducted in 11 districts of Tamil Nadu.

However, due to time constrain it was difficult for the evaluation team to visit

all the 11 districts to asses the impact and outcome of these workshop cum

training programmes. Therefore to collect the primary data a stratified random

sampling technique were utilized. In the first step a sample of 5 districts out of

11 districts were selected for the study keeping in view the geographical

spread of the centers so as to cover all parts of Tamilnadu. In the second step

two training centre from each district were selected and from each centre 10

trainees were selected randomly. In all the sample size for the interview

consisted of 100 trainees.

Tiruvallur

Cuddalore

Thanjavur

Madurai

Tuticorin

12

In the third step from each training centre two villages, where the

trainees had conducted the follow up programmes were selected randomly.

From each village, 10 housewives were approached to collect information

through structured question schedule and the total sample was of 200. The

sample selection procedure is presented in the following diagram.

Sample Plan: Unit & Size

Note: At Thriuchend training place 20 women students were selected from an educational institute as they had attended the programme

5 Districts

Thiruvallur Cuddalo Thanjavur Madurai Tuticorin

Two Training Centre from each District (5x2) x 10=100)

Thiruvallur Poonamalle

Madurai Checkkanku

Tanjavur Orathanadu

Cuddalore Neyeveli

Tuticorin Thiruchend

Two Villages from each Centre {(10x2) x 10} = 200

Total Sample Size 100+200= 300

Chapter II

Effectiveness of Training Programmes (Response of Trainees (Housewives)

Consumer organizations’ can play a crucial role in advocacy of food safety,

quality, nutritional and related matters and assist greatly in providing education

and information. However there is often, a lacuna in awareness of consumers

about food safety matters associated with a lack of organised mobilisation of

consumer groups and interests. As a result, we are hardly able to address

sufficiently food safety and related issues.

Building comprehensive and effective food safety systems implies

basically a capacity building approach. This should begin with a thorough

evaluation of the situation in each state, district and block, in fact in each village

to identify the exact needs and priorities and to formulate the appropriate

interventions required. In the food safety area, these interventions might

encompass, in an incremental manner, one or several of the following:

development of a national food safety programme and/or national food control

strategy; updating food laws and regulations; strengthening food inspection

services; upgrading food laboratories; enhancing the infrastructure level at all

relevant stages of the food chains, with particular regard to common places of

concern such as storage, transformation, handling, or transportation, and

facilitating the development and use of good practices at each link, quality and

safety assurance schemes in food production, and development of food

inspection and certification systems and more so formulating appropriate

consumer awareness and education programmes through the VCO’s working at

the local level.

Education is an important tool which leads to economic, social and

political empowerment of women. By imparting training and knowledge to

women, we can make them active partners in the consumer movement. There is

no doubt that empowered women can transform the developmental scenario of

the nation. Women are the nation’s most precious human resource which needs

to be explored to its fullest extent for creating awareness particularly in the rural

areas.

The strategies for women’s empowerment should cut across the welfare

efficiency and equity approaches and ensure that women are accorded

opportunities and their contributions put to good use by society. Therefore the

focus must be on the empowerment and capacity building of women, especially

rural women so as to build public awareness about the hazardous effects of

consumption of adulterated food.

The target group of the second phase of the project was housewives. As

discussed in the first chapter, for evaluation of the effectiveness of the training

programmes a sample of five districts were selected for study. The districts were;

Thiruvallur, Cuddalore, Thanjavur, Madurai and Tuticorin. 10 centers were

selected i.e. two centers from each district and 20 Trainees were selected from

each district. A total of 100 Trainees were selected. The trainees were all

members of SHG’s and therefore dissemination of information after the training

was easier as they were already members of a group. During the training

programmes special focus was on label reading in food packets, information on

food and nutrition, contamination or adulteration in food materials, use of Annam

Spot Test Kits, adherence to the guidelines stipulated in the ‘Prevention of Food

Adulteration Act’, ‘Food Safety Act, Consumer Protection Act and its various

provisions.

Level of Satisfaction Trainees’ satisfaction level has been found to be one of the factors that

affects the quality and overall effectiveness of the programme. For our purpose

trainees satisfaction refers to the attraction, pride, or positive feeling that the

trainees develop towards the program or the institution that organises the

programmes. The housewives who were trained by CONCERT are largely

satisfied by the training that they received. The overall majority of 70 percent of

them were satisfied to a large extent, 29 percent were satisfied to some extent.

District wise analysis reveals that in Thanjavur only 40 percent of the

respondents were satisfied to a large extent and majority of them (55 percent)

were satisfied to some extent.

Table 1

Satisfaction Assessment of Housewives (Trainees) Housewives’ satisfaction level

Districts Centers Satisfied to large extent

Satisfied to some extent Not at all

Thiruvallur 75.0 25.0 0.0Poonamalle 79.0 21.0 0.0

Thiruvallur Total 77.0 23.0 0.0Cuddalore 72.0 28.0 0.0Neyeveli 76.0 24.0 0.0

Cuddalore Total 74.0 26.0 0.0Thanjavur 50.0 50.0 0.0Orathanadu 30.0 60.0 10.0

Thanjavur Total 40.0 55.0 5.0Madurai 80.0 20.0 0.0Checkkankulam 90.0 10.0 0.0

Madurai Total 85.0 15.0 0.0Tuticorin 78.0 22.0 0.0Thiruchendure 70.0 30.0 0.0

Tuticorin Total 74.0 26.0 0.0Total 70.0 29.0 1.0

Source: Field Survey conducted by CCS, IIPA, 2010

The trainees’ opinion was sought on the training programme conducted by

CONCERT. The questions related to various parameters about the training like

the topic of training, the training material that was prepared and distributed,

quality of resources etc. Over all the Trainees found the training programme to

be good. 81 percent found the topics of training to be good; 86 percent

appreciated the training method adopted. 79 percent agreed that the training

material that was distributed was good and useful. 86 percent of the respondents

found the resource persons to be good. As far the learning out come is

concerned 73 percent found it to be good and 79 percent found it to be useful in

enhancing their skill and information, 84 percent of the respondents found the

level of the training programme to be good.

Table 2

Trainees Opinion on Training Programme Conducted by CONCERT

Training Contents

Districts

Opinion

Topi

cs c

over

ed in

Tr

aini

ng

Trai

ning

met

hod

Trai

ning

mat

eria

ls

Qua

lity

of

Res

ourc

es

Trai

ning

E

quip

men

t

Lear

ning

resu

lt w

ith in

itial

E

xpec

tatio

n

Hel

pful

in

enha

ncin

g S

kills

/Info

rmat

ion

Sat

isfa

ctio

n le

vel

with

Tra

inin

g P

rogr

amm

e

Good 70.0 85.0 75.0 90.0 90.0 85.0 90.0 90.0Average 30.0 15.0 25.0 10.0 10.0 0.0 0.0 10.0

Thiruvallur Bad 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Good 95.0 90.0 80.0 95.0 60.0 60.0 65.0 85.0Average 5.0 0.0 20.0 5.0 30.0 35.0 25.0 10.0

Cuddalore Bad 0.0 10.0 0.0 0.0 10.0 5.0 10.0 5.0

Good 60.0 75.0 60.0 75.0 75.0 50.0 55.0 60.0Average 35.0 20.0 40.0 20.0 15.0 45.0 30.0 35.0Thanjavur

Bad 5.0 5.0 0.0 5.0 10.0 5.0 15.0 5.0Good 90.0 90.0 90.0 85.0 85.0 90.0 90.0 95.0Average 5.0 10.0 10.0 0.0 15.0 10.0 0.0 5.0Madurai

Bad 5.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Good 90.0 90.0 90.0 85.0 90.0 80.0 95.0 90.0Average 10.0 10.0 0.0 0.0 10.0 20.0 5.0 10.0Tuticorin

Bad 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Good 81.0 86.0 79.0 86.0 80.0 73.0 79.0 84.0Average 17.0 11.0 19.0 7.0 16.0 22.0 12.0 14.0

G.Total Bad 2.0 3.0 0.0 1.0 4.0 2.0 5.0 2.0


ANNAM SPOT KIT One of the major objectives of the project was to develop the skills of

the housewives in detecting adulteration in food items of daily use. This was

to be done with the use of Annam spot test kits developed by CONCERT. The

“Annam Spot Test Kit”, is worth about Rs.750, and comprises a lens, test

tubes, 12 chemical reagents to test 32 food products besides ghee and edible

oil, and was distributed free of cost to each of the 30 trainees.

In the five districts 89 percent of the respondents used the ANNAM

SPOT KIT after the training while a small percentage of eleven Trainees did

not use it. A district wise analysis reveals that in Madurai 95 percent of the

trainees used the kit while in Thiruvallur and Tuticorin districts 90 percent of

them used the kit while 85 percent used it in Cuddalore and Thanjarur districts.

Table 3

ANNAM SPOT KIT used by Trainees

Districts Yes No

Thiruvallur 90.0 10.0

Cuddalore 85.0 15.0

Thanjavur 85.0 15.0

Madurai 95.0 5.0

Tuticorin 90.0 10.0

Total 89.0 11.0Source: Field Survey conducted by CCS, IIPA, 2010

As far as the purpose for which the ANNAM SPOT KIT was used by

the trainees, 66 percent of the respondent used it to impart training and 23

percent used it for creating awareness among villagers. Therefore the kit is

mainly used for imparting training and to check the adulteration of food for the

villager.

Table 4

Purpose for Using ANNAM SPOT KIT Purpose for Using ANNAM SPOT KIT

Districts

Impart

Training

Awareness among

villagers

For Non of

them

Thiruvallur 90.0 0.0 10

Cuddalore 55.0 30.0 15

Thanjavur 40.0 45.0 15

Madurai 60.0 35.0 5

Tuticorin 85.0 5.0 10

Total 66.0 23.0 11.0 Source: Field Survey conducted by CCS, IIPA, 2010

Usefulness of ANNAM SPOT KIT The kit has been developed to test adulteration on the spot. The next

question was to what extent was the kit useful. The Trainees found the SPOT

TEST KIT to be very useful in detection of food adulteration. 83 percent of the

respondent found it to be very useful and only 17 percent found it to be useful

to some extent. They found it to be useful because it was simple and easy to

handle. 77 percent felt that it was useful in testing adulterated and unhygienic

food items. 84 percent of the respondents replied that it was worth buying and

64 percent of them said it was useful at the village level, where the level of

food adulteration was high.

Table 5

Trainee’s Opinion on Usefulness of ANNAM SPOT TEST KIT

Usefulness of ANNAM SPOT TEST KIT

Districts Trainees Opinion

Simple and handy

Useful in testing adulterated and unhygienic consumable food items

Worth buying or having it

Useful at village level

Very useful 80.0 85.0 90.0 90.0Thiruvallur Up to some extent 20.0 15.0 10.0 10.0

Very useful 90.0 70.0 80.0 70.0Cuddalore Up to some extent 10.0 30.0 20.0 30.0

Very useful 65.0 55.0 70.0 55.0Thanjavur Up to some extent 35.0 45.0 30.0 45.0

Very useful 95.0 85.0 95.0 90.0Madurai Up to some extent 5.0 15.0 5.0 0.0

Very useful 85.0 90.0 85.0 15.0Tuticorin Up to some extent 15.0 10.0 15.0 85.0

Very useful 83.0 77.0 84.0 64.0 Total Up to some extent 17.0 23.0 16.0 34.0


Follow up Training Programme The objective of imparting training to the housewives is that they would

organise follow up programmes in their community/ village to create

awareness among the residents regarding food adulteration and also test food

items for adulteration. If this is not done no meaningful purpose would be

served. The trained housewives would work as change agents by

empowering the local community through education and awareness. As far as

the information/ knowledge that the Trainees are required to conduct follow up

programmes there seems to be a mismatch. 76 percent of the respondents

said that it was mandatory to conduct follow up programme while 24 percent

did not know that follow up programmes were to be conducted. In Thanjavur

district where only 30 percent of the trainees had organised follow up

programmes, only 60 percent of them were aware that follow up programmes

were to be conducted after the training. Perhaps there seems to be some

communication gap.

Table 6

Mandatory to Conduct Follow up Programmes?

Whether conducting follow up

programme is Mandatory?

District Yes No


Cuddalore 90.0 10.0

Thanjavur 60.0 40.0

Madurai 85.0 15.0

Tuticorin 90.0 10.0

Total 76.0 24.0 Source: Field Survey conducted by CCS, IIPA, 2010

As part of the project the trainees were expected to organise follow up

training programmes in their community/ village to create awareness and help

people detect food adulteration. The survey results reveal that only 68 percent

of the trainees organised follow up programmes and 32 percent did not

organise any such programmes. Only 30 percent of the respondents

organised follow up programme in Thanjvur district while 65 percent did so in

Madurai district. In Tuticorin district 85 percent of the respondent had

organised follow up programmes to educate people in their community/village

level. Unless follow up programmes are organised it will not have the

multiplier effect as far as awareness is concerned.

Table 7

Response on Conducting Follow up Programmes

Districts Centre Yes No Thiruvallur 80.0 20.0 Poonamalle 70.0 30.0

Thiruvallur Total 75.0 25.0

Cuddalore 80.0 20.0 Neyeveli 90.0 10.0

Cuddalore Total 85.0 15.0

Thanjavur 20.0 80.0 Orathanadu 40.0 60.0

Thanjavur Total 30.0 70.0

Madurai 60.0 40.0 Checkkankulam 70.0 30.0

Madurai Total 65.0 35.0

Tuticorin 90.0 10.0 Thiruchendure 80.0 20.0 Tuticorin

Total 85.0 15.0 G.Total 68.0 32.0


The number of follow up programmes that were conducted by the

trainees varies from district to district. 32 percent had not conducted any

training programme, while 37 had conducted more than 20 training

programmes, 22 had organised between 11-20 programmes and only 9

percent of the respondents had organised less than 10 follow up programmes.

Since the Trainees were women they have family obligations to look after,

moreover logistics also does not permit a women to spend much time alone

organising such programmes. During the discussions they revealed the

constraints that they faced to organise follow up programmes which is true as

they have to depend on the men folks to organise such programmes.

Therefore as per the survey nearby 68 percent of the trainees organised

programmes in their community / village is in itself quite high keeping in view

the constraints faced by them. However efforts need to be made to organise

more such programmes for the benefit of the community. In this CONCERT

should play a more supportive role.

Table 8

No. of Follow up Programmes Organised by Trainees Number of follow up programmes organised

Districts

None 1 to 10 11 to 20 More than 20

Thiruvallur 25.0 0.0 5.0 70.0 Cuddalore 15.0 25.0 20.0 40.0 Thanjavur 70.0 5.0 15.0 10.0 Madurai 35.0 0.0 35.0 30.0 Tuticorin 15.0 15.0 35.0 35.0 Total 32.0 9.0 22.0 37.0


Demonstration of Use of Annam Spot Test Kit The demonstrations of using the kit by the Trainees in the follow up

programmes appear to have found a favour with the respondents. 78.5

percent of the respondents opined that it was found to be useful in detection

of food adulteration and only 21.5 percent found that the demonstration done

by using the kit were not useful. In Madurai 87.5 percent of the respondents

found it to be useful. The demonstration done using the kit helped in

understanding how food adulteration can be detected.

Table 9

Demonstration of Use of Annam Spot Test Kit

Use of Kit demonstration Districts Centre Yes No

Thiruvallur 90.0 10.0 Poonamalle 70.0 30.0


Cuddalore 90.0 10.0 Neyeveli 70.0 30.0


Thanjavur 80.0 20.0 Orathanadu 90.0 10.0


Madurai 90.0 10.0 Checkkankulam 85.0 15.0


Tuticorin 40.0 60.0 Thiruchendure 80.0 20.0

Tuticorin Total 60.0 40.0

G.Total 78.5 21.5 Source: Field Survey conducted by CCS, IIPA, 2010

Table 10

Use of ANNAM SPOT TEST KIT for Different Target Groups

Districts Neighbours Relatives

Members of

Community/

Villagers Students

Panchayat

Members

Thiruvallur 45.0 60.0 65.0 35.0 30.0

Cuddalore 40.0 10.0 25.0 15.0 0.0

Thanjavur 15.0 5.0 60.0 0.0 0.0

Madurai 40.0 25.0 35.0 5.0 0.0

Tuticorin 45.0 15.0 20.0 5.0 0.0

Total 37.0 23.0 41.0 12.0 6.0 Source: Field Survey conducted by CCS, IIPA, 2010

The demonstration of the use of the Test Kit was conducted for different

target groups by the trainees. 37 percent did it for the neighbours, 23 percent

demonstrated it to their relatives, and 41 percent demonstrated it to persons

from the community/village, 12 percent to the students and 6 percent to the

panchayat members. It is good that different sections of the society were

targeted.

Number of Housewives Trained The trainees were housewives and also members of SHG and therefore it was expected that they would train a large number of housewives, educate

and make them aware about food safety measures and detection of

adulteration in their food items. A women trained means a family has been

educated as women play a major role in decision making as regards food.

The survey data reveals that 17 percent of the trainees trained less

than 10 housewives, 44 percent have trained between 11-20 housewives and

39 percent have trained more than 20 housewives.

Table 11

Number of Housewives Trained by Trainees

Districts Number of Housewives

Less than 10 11 to 20

More than 20

Thiruvallur 35.0 65.0 0.0

Cuddalore 35.0 10.0 55.0

Thanjavur 5.0 50.0 45.0

Madurai 5.0 40.0 55.0

Tuticorin 5.0 55.0 40.0


Level of Awareness about ANNAM SPOT TEST KIT in Trainees Locality

As a result of the follow up programmes the level of awareness about

the use of the kit and its useful in detection of adulteration in food items of

community has gone up. 57 percent of the respondents said they were aware

to a large extent while 43 percent were aware to some extent. However in

Cuddalore and Thanjavur it was much less than the average.

Table 12

Level of Awareness about ANNAM SPOT TEST KIT in their Locality

Level of awareness

Districts To large extent To some extent


Cuddalore 40.0 60.0

Thanjavur 30.0 70.0

Madurai 85.0 15.0

Tuticorin 55.0 45.0

57.0 43.0


Reaction of Business Community It is a general perception that the business community in the area does

not appreciate the efforts of the VCO’s in educating the consumers. The same

is true in this case as well as they were hostile to such initiatives. The use of

the ANNAM SPOT TEST KIT by the trainees in their locality has not found

favour with the local business community / shop keepers. The trainees

revealed that 37 percent of the business community/ shop keepers did not

cooperate with them and 36 percent cooperated only to some extent. Only 27

percent of them cooperated. It was also revealed by the respondents that at

places the local shop keepers were hostile and even used abusive language.

During the discussions the trainees said that due to negative attitude of the

shop keepers they did not test the product for adulteration in the open market

as it would create problems for them.

Table 13 Reaction of Business Community

Reaction of business community

Districts Very much cooperative

Cooperative up to some extent Not at all

Thiruvallur 10.0 25.0 65.0

Cuddalore 20.0 55.0 25.0

Thanjavur 40.0 35.0 25.0

Madurai 50.0 35.0 15.0

Tuticorin 15.0 30.0 55.0


Buying Behaviour of the Trainees After undergoing the training, the trainees buying behaviour has

undergone a perceptible change, which they revealed during the discussions.

Before the training as they were not aware about food adulteration, label

reading etc; and they did not bother much on these issues while making a

purchase. However after the training they seem to be aware about basics as

far as purchasing a product in concerned. 67 percent of them said that they

find out the available options about the product. 72 percent of them also

check the maximum retail price, 78 percent of the trainees check the quality of

the product before they purchase, 78 percent of them check the expiry date,

72 percent always check the contents and 69 percent always find out about

the nutritional value of the product. Standardisation marks are quite popular

and 83 percent of the respondents see the standardisation mark on the

product to ensure its quality. As far as the bill/ receipt are concerned 78

percent of them always demand bill/ receipt. However during the discussions

it was also revealed that many times the shop keepers make an issue and do

not give the bill. This is because consumers by and large do not demand the

bill so if some one demands a bill they do not like it. This culture needs to be

changed both the consumers as well as the shop keeperss need to be

sensitised on this issue. This can only be done through awareness

programmes and active participation of all stakeholders in the consumer

movement.

Buying Behaviour of the Trainees

67.0

28.0

5.0

72.0

22.0

6.0

78.0

22.0

0.0

78.0

21.0

1.0

72.0

22.0

6.0

69.0

20.0

11.0

83.0

14.0

3.0

78.0

19.0

3.0

Alw

ays

Som

etim

es

Nev

er

Alw

ays

Som

etim

es

Nev

er

Alw

ays

Som

etim

es

Nev

er

Alw

ays

Som

etim

es

Nev

er

Alw

ays

Som

etim

es

Nev

er

Alw

ays

Som

etim

es

Nev

er

Alw

ays

Som

etim

es

Nev

er

Alw

ays

Som

etim

es

Nev

er

AvailableOption

Maximum retailprice

Quantity Expiry date Contents Nutrition value Standardizedmarks

Ask forbill/receipt

Table 14 Buying Behaviour of the Trainees

Districts

Particulars Response Thiru

vallu

r

Cud

dalo

re

Than

javu

r

Mad

urai

Tutic

orin

Tota

l

Always 40.0 90.0 30.0 95.0 80.0 67.0Some times 60.0 5.0 60.0 0.0 15.0 28.0

Available Option Never 0.0 5.0 10.0 5.0 5.0 5.0


Maximum retail price Never 0.0 5.0 15.0 5.0 5.0 6.0


Quantity Never 0.0 0.0 0.0 0.0 0.0 0.0


Expiry date Never 0.0 0.0 5.0 0.0 0.0 1.0


Contents Never 0.0 5.0 25.0 0.0 0.0 6.0


Nutrition value Never 0.0 25.0 25.0 5.0 0.0 11.0


Standardized marks Never 0.0 0.0 10.0 5.0 0.0 3.0


Ask for bill/receipt Never 0.0 0.0 10.0 5.0 0.0 3.0


Standarisation of products is one of the best ways of protecting the

consumers. The government has launched a programme to standardise

products to ensure its quality and reliability. As far as awareness about the

standardisation marks is concerned 88 percent knew about the ISI mark, 67

knew AGMARK, 40 percent were aware about the Veg/ Non-veg marking and

surprising only 32 percent knew about FPO mark. It is very low in Cuddalore,

Thanjavur and Tuticorin districts which is very surprising as FPO relates to food

products.

Table 15 Awareness about Standard Marks

Standard Marks

Districts ISI AGMARK FPO

Veg/Non

Veg

Mark

Thiruvallur 90.0 80.0 70.0 40.0

Cuddalore 80.0 65.0 10.0 30.0

Thanjavur 70.0 60.0 20.0 35.0

Madurai 90.0 70.0 55.0 30.0

Tuticorin 60.0 60.0 5.0 30.0

Total 88.0 67.0 32.0 40.0 Source: Field Survey conducted by CCS, IIPA, 2010

Awareness about PFA Act etc The awareness level among the trainees about the Food Adulteration

Act is high. 75 percent of them are aware about the PFA Act, 58 percent knew

the address of local Food Testing Laboratory, 67 percent are aware about the

Penalty Structure under the PFA ACT and 67 percent are aware about the

Food Safety and Standards Authority of India.

Table 16: Awareness about Prevention of Food Adulteration

Particulars about Prevention of Food Adulteration

Districts PFA Act

Address of Local Food

tasting Laboratory

Penalty structure

under PFA Act

Aware about

FSSAI Thiruvallur 50.0 30.0 75.0 50.0 Cuddalore 60.0 75.0 75.0 60.0 Thanjavur 65.0 75.0 55.0 50.0 Madurai 75.0 60.0 70.0 65.0 Tuticorin 70.0 50.0 60.0 60.0 Total 75.0 58.0 67.0 67.0


Awareness about CP Act The Consumer Protection Act was enacted in 1986 and a number of

studies have revealed that the level of awareness has been low more so in the

rural areas. However as a result of the training the trainees are aware about the

Act. One of the objectives of the project was to create awareness about the

Consumer Protection Act. The survey data reveals that 60 percent of the

trainees are aware about the Act and during the interaction they could

enumerate a number of provisions of the Act. 68 percent of the trainees could

state as to who is a consumer as defined in the CP Act. The district wise

variation is quite negligible as far as the level of awareness is concerned.

Table 17

Awareness about Consumer Protection Act

Aware about CP Act

Who is consumer

Districts Yes No Yes No

Thiruvallur 65.0 35.0 70.0 35.0

Cuddalore 55.0 45.0 75.0 45.0

Thanjavur 45.0 55.0 50.0 65.0

Madurai 70.0 30.0 75.0 30.0

Tuticorin 65.0 35.0 70.0 35.0

Total 60.0 40.0 68.0 42.0 Source: Field Survey conducted by CCS, IIPA, 2010

Knowledge about Consumer Rights Even though the awareness about the existence of CP Act is there, yet

there seems to be confusion about the number of rights under the Act. Many of

the trainees could not enumerate the six consumer rights as per the CP Act.

22.6 percent of them knew about it and could enumerate the six consumer

rights. A small percent of them said that the consumer had three consumer

rights while 26.6 percent said there were ten rights under the Act.

Table 18 Knowledge of Consumer Rights

Number of Consumer Rights under CPA

Districts One Three Six Ten

Don’t

know/NR

Thiruvallur 5.0 16.0 12.0 18.0 49.0

Cuddalore 5.0 12.0 10.0 35.0 38.0

Thanjavur 4.0 17.0 11.0 30.0 38.0

Madurai 0.0 0.0 60.0 10.0 30.0

Tuticorin 0.0 10.0 20.0 40.0 30.0

Total 2.8 11.0 22.6 26.6 37.0 Source: Field Survey conducted by CCS, IIPA, 2010

Awareness about Filing Complaint

Most of the trainees are aware about the process of filing a complaint.

60 percent of them said that the complaint can be filed by a consumer while 13

percent were of the view that the complaint can be filed by a businessman.

Table 19 Awareness about Complaint Filing

Who can file Complaint?

Where to file complaint

Districts Consume

r

Businessma

n

Don’t

know/N

R

DS

O

District

Forum

Don’t

know/N

R

Thiruvallu

r 60.0 30.0 10.0 20.0 45.0 35.0

Cuddalor

e 50.0 10.0 40.0 35.0 45.0 20.0

Thanjavur 55.0 10.0 35.0 35.0 25.0 40.0

Madurai 75.0 5.0 20.0 30.0 45.0 25.0

Tuticorin 60.0 10.0 30.0 0.0 55.0 45.0

Total 60.0 13.0 27.0 24.0 43.0 33.0


As to the question as to where a complaint can be filed, 43 percent of the

respondents knew that it can be filed in the District Forum while 24 percent said

that the complaint can be filed with the DSO.

Chapter III

Awareness and Education Programmes

(Response of Participants of the Follow up Programmes)

The adulteration `industry' operates with absolute disregard for human

life and flourishes on the lethargy and inefficiency of the authorities dealing with

public health and consumer protection and insensitivity of the consumers

towards food safety as well as ignorance about food adulteration. Punitive

measures to deal with the people who poison our food must be severe. The

Government must take steps to ensure that food quality is strictly maintained,

beginning from the fields where the crops are grown up to the point of sale. The

availability of chemicals that contaminate food must be checked. Consumers

have to be made aware of their rights and dangers of consuming adulterated

food. Therefore proper awareness, diligence and discretion, while buying

foodstuffs, are the best defence against adulteration. The Government and

other stakeholders have a role to play in enabling this process of discretion and

decision-making, by supplying as much information as possible about quality

standards and buying options to the public.

Protection from food hazards is necessary, as many human illnesses are

food related. Nutritional status and economic well-being are affected by food

carrying pathogenic organisms and their toxins or poisonous chemicals. Food

is easily contaminated when produced in an unhealthy or unclean environment.

Many foods are highly perishable, while others contain natural toxicants. Many

need extra care for their protection. Microbiological contamination and spoilage

of food should be prevented, and the use of pesticides, fungicides, food

additives, veterinary drugs that leave residues and numerous other chemicals

that can contaminate food should be controlled. As food can be easily

adulterated or contaminated through environmental pollution, safe practices

need to be ensured when food is procured, handled, processed, stored and

distributed.

Consumers have an important and critical role in a comprehensive food

system. Consumer awareness of food safety issues, as well as knowledge of

good practices to protect their food through preparation, storage and

consumption, is essential. Consumers also play an important role in expressing

their need to have simple, credible and reliable information related to food, food

adulteration and nutrition that will promote nutritional wellbeing by avoiding the

consequences of both under and over nutrition. They can also be powerful

forces that can direct the market place to provide access and make available

fresh and processed food that constitutes a healthy diet. Awareness of the

linkages between food, nutrition and health are crucial in enabling consumers

to play their important role in ensuring appropriate food systems in both

developing and developed societies.

Consumers' empowerment is primary for the development of effective

consumer movement. Though there are provisions in the Indian Constitution

besides several pieces of Consumers Welfare Legislations, their efficiency can

be realised only if the governments strictly enforce the provisions. An alert

consumer community is essential to help the governments to realise the

strength of the Acts. While individual consumers can empower themselves

through becoming aware of their rights and responsibilities and the remedies

available to them for enforcing these rights, much can be achieved through

collective action for strengthening consumer movement by voluntary consumer

organisation, by organising campaigns and advocacy programmes on various

consumer issues, as also by training and capacity building of individual

consumers

Analysis of Follow up Programmes To know the impact of the training and its usefulness in creating

awareness among the consumers a schedule was administered to housewives

who had attend the follow up training programmes in the villages. The trainers

who themselves are housewives are expected to create awareness in their

community/ village for which they have the required skill and knowledge. In all

148 trainees conducted the follow up programmes, 17 of the trainees

conducted training for more than 40 persons, 131 trainees conducted

programmes for less than 40 persons. Food Safety and hygiene is a major

issue in rural areas and in the follow up programmes the participants were

sensitized about the basic hygiene habits to be followed. As a result of the

information provided in the follow up programmes the housewives have started

adopting regular food safety measures. All most all of them wash fruits and

vegetables properly before using them. All of them clean and sanitise cooking

utensils, they wash their hand before preparing food, wash hand before

handling raw meat and poultry and cook food at proper internal temperature.

The consciousness towards maintaining hygiene has increased and it has

developed into a habit and is followed regularly. In the rural areas the concept

of hygiene has to be developed and through their programme they have been

able to sensitize towards this

Table 1 Adaptation of Regular Food Safety & Hygiene Practices

Adaptation of Regular Food Safety & Hygiene Practices

Properly wash fruits & Vegetables

Clean & sanitize cooking utensils

Wash hand before preparing food

Wash hand before handling raw meat & Poultry

Cook food at proper internal temperatures

Need to Boil drinking water

Districts/ Training Centre Ye

s

No

Yes

No

Yes

No

Yes

No

Yes

No

Yes

No

Thiruvallua Thiruvallur 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0Poonamalle 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 75.0 25.0Total 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100 0 87.5 12.5

Cuddalore Cuddalore 100.0 0.0 100.0 0.0 100.0 0.0 90.0 10.0 85.0 15.0 75.0 25.0Neyeveli 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 95.0 5.0 90.0 10.0Total 100.0 0.0 100.0 0.0 100.0 0.0 95.0 5.0 90.0 10 82.5 17.5

Thanjavur Tanjavur 95.0 5.0 100.0 0.0 90.0 10.0 95.0 5.0 85.0 15.0 60.0 40.0Orathanadu 100.0 0.0 100.0 0.0 95.0 5.0 100.0 0.0 100.0 0.0 55.0 45.0Total 97.5 2.5 100.0 0.0 92.5 7.5 97.5 2.5 92.5 7.5 57.5 42.5

Madurai Madurai 95.0 5.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 95.0 5.0Checkkankulam 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0Total 97.5 2.5 100.0 0.0 100.0 0.0 100.0 0.0 100 0 97.5 2.5

Tuticorin Tuticorin 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0Thiruchendure 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 90.0 10.0Total 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0.0 100.0 0 95.0 5.0Grand Total 99.0 1.0 100.0 0.0 98.5 1.5 98.5 1.5 96.5 3.5 84.0 16.0


Food Adulteration Problem Faced Adulteration of food items is quite rampant in the rural areas. The

respondents were asked about their experience of having purchased or

consumed adulterated/ unhygienic food items. 72.0 percent of the respondents

opined that they have the experience of purchasing adulterated food items or

consuming unhygienic food items. 28.0 percent answered in negative.

Generally adulteration is found in common household food items like spices,

tea, sugar, coffee, cooking oil, suji etc, which is very common and rampant as

well. However keeping in view that adulteration of food items is a common

phenomena faced by the consumers particularly in the rural areas 72 percent

seems to be quite high hence there is a need to create awareness about food

adulteration and its impact. It is also important to educate them as to how to

identify food adulteration so that they can take necessary measures.

Table 2 Food Adulteration Problem Faced

Districts Training Centres Yes No

Thiruvallur 85.0 15.0 Poonamalle 65.0 35.0

Thiruvallur Total 75.0 25.0 Cuddalore 75.0 25.0 Neyeveli 70.0 30.0

Cuddalore Total 72.5 27.5 Tanjavur 65.0 35.0 Orathanadu 85.0 15.0

Thanjavur Total 75.0 25.0 Madurai 65.0 35.0 Checkkankulam 90.0 10.0

Madurai Total 77.5 22.5 Tuticorin 80.0 20.0 Thiruchendure 55.0 45.0

Tuticorin Total 67.5 32.5 Grand Total 72.0 28.0


The next question of inquiry was as to what did they do after purchasing

the adulterated food items. It’s interesting that nearly 18.6 percent of the

respondents ignored it and did not take any action and remained a silent

sufferer. Nearly 39 percent tried to replace the product. However 33.3 percent

of the respondents put pressure on the shop keeper to get back the money.

14.3 percent complained against the shopkeeper. However no formal complaint

was lodged in the district forum, but they complained to the influential people in

the village and also local officials. During discussion it was revealed that the

shop keepers preferred to replace the product than give back money.

Table 3

Action Taken by the Respondents who Purchased/ Consumed

Adulterated & Unhygienic Food

Districts Training Centres Ignored

Tried to

Replace

the

product

To get

back

the

money

Complain

Against

shopkeeper

Thiruvallur 15.0 36.0 33.0 16.0

Poonamalle 26.0 30.0 28.6 15.4

Thiruvallur Total 20.5 33.0 30.8 15.7

Cuddalore 12.0 38.0 30.0 20.0

Neyeveli 16.7 42.0 25.0 16.3

Cuddalore Total 14.4 40.0 27.5 18.2

Tanjavur 15.4 23.1 46.2 15.3

Orathanadu 23.0 36.0 29.0 12.0

Thanjavur Total 19.2 29.6 37.6 13.7

Madurai 14.0 27.0 46.0 13.0

Checkkankulam 16.7 36.0 33.3 14.0

Madurai Total 15.4 31.5 39.7 13.5

Tuticorin 25.0 38.0 25.0 12.0

Thiruchendure 22.0 32.0 37.0 9.0

Tuticorin Total 23.5 35.0 31.0 10.5

Grand Total 18.6 33.8 33.3 14.3


Knowledge about Food Safety Measures

The housewives and others who had attended the follow up

programmes organised by the trainees were largely aware about food safety

measures and the process of detection of adulteration in food items.

In the five districts that were surveyed 75 percent of the respondents had

knowledge about food safety measures and could to a large extent detect

adulteration in food items. A district wise analysis reveals that the impact of

training was less in Thanjavur district where only 47.5 percent of the

respondents had knowledge about safety measures.

Table 4

Knowledge about Food Safety Measures and Detection of Adulteration in Food items

Districts Training Canters Yes No


Poonamalle 85.0 15.0


Cuddalore 65.0 35.0

Neyeveli 75.0 25.0


Tanjavur 65.0 35.0

Orathanadu 30.0 70.0


Madurai 80.0 20.0

Checkkankulam 85.0 15.0


Tuticorin 65.0 35.0

Thiruchendure 75.0 25.0


Grand Total 75.0 71.5


Table 5

Source of Information about Food safety Measures and

Detection of Adulteration in Food items (not aware are excluded)

Districts

Training Centers

Knowing through

reading material

Family

Member

Fellow

Villager

By Skilled/

Trained Villager

Thiruvallur 11.1 0.0 0.0 88.9

Poonamalle 11.8 0.0 0.0 88.2

Thiruvallur Total 11.4 0.0 0.0 88.6

Cuddalore 30.8 30.8 7.7 30.8

Neyeveli 13.3 6.7 0.0 80.0

Cuddalore Total 21.4 17.9 3.6 57.1

Tanjavur 46.2 15.4 7.7 30.8

Orathanadu 0.0 0.0 33.3 66.7

Thanjavur Total 31.6 10.5 15.8 42.1

Madurai 10.0 5.0 15.0 70.0

Checkkankulam 5.0 10.0 5.0 80.0

Madurai Total 7.5 7.5 10.0 75.0

Tuticorin 7.7 15.4 7.7 69.2

Thiruchendure 33.3 6.7 6.7 53.3

Tuticorin Total 21.4 10.7 7.1 60.7

Grand Total 16.7 8.7 6.7 68.0


Methodology Adopted in Follow up Programmes

In the rural areas demonstration is a more appropriate methodology to impart

knowledge. People find it difficult to retain what has been said in a lecture. The

trainers demonstrated the use of the SPOT Test Kit in identifying adulteration in food

items which happens to be the appropriate methodology to be followed in creating

awareness. 24.5 percent used lecture method. An analysis of the data from various

districts reveals that generally the demonstration method was adopted which enabled

people attending the follow up programmes to understand better.

Table 6

Methodology Adopted in the Follow up Programmes

Districts Centres

Simple

Lecture

Demonstration of

SPOT Test Kit




Cuddalore 35.0 65.0

Neyeveli 25.0 75.0


Tanjavur 25.0 75.0



Madurai 10.0 90.0



Tuticorin 30.0 70.0



Grand total 24.5 75.5


Nature of Information: Awareness about Food safety

Since the focus of the project was on creating awareness among housewives

about food adulteration and food safety measures it was important that in the follow up

programmes which were organised, specific information about these issues need to

be given. The trainees covered issues relating to food label reading, food hygienic and

food safety, food nutrition, food contamination, PFA Act and CP Act. 21 percent of the

respondents opined that they were taught how to read a label on food items. 88

percent were sensitised about maintenance of food hygiene and food safety. 79

percent were aware about various aspects of food nutrition, 66 percent about food

contamination 72 percent about prevention of Food Adulteration Act and 79 percent

about the Consumer Protection Act.

Table 7

Awareness about Food Safety

Food label reading

Food hygiene & Food safety

Food Nutrition

Food Contamination

PFA Act 1954 CPA 1986 Districts

Training Centers Y

e s

No

Ye s

No

Ye s

No

Ye s

No

Ye s

No

Ye s

No

Thiruvallur Thiruvallur 64.0 36.0 100.0 0.0 78.0 22.0 85.0 15.0 95.0 5.0 6.0 94.0Poonamalle 76.0 24.0 100.0 0.0 95.0 5.0 75.0 25.0 80.0 20.0 10.0 90.0Total 70.0 30.0 100.0 0.0 97.5 2.5 80.0 20.0 87.5 12.5 8.0 95.0

Cuddalore Cuddalore 88.0 12.0 85.0 15.0 60.0 40.0 50.0 50.0 60.0 40.0 25.0 75.0Neyeveli 86.0 14.0 85.0 15.0 45.0 55.0 30.0 70.0 50.0 50.0 15.0 85.0Total 87.0 13.0 85.0 15.0 52.5 47.5 40.0 60.0 55.0 45.0 20.0 80.0


Madurai Madurai 78.0 22.0 95.0 5.0 95.0 5.0 95.0 5.0 95.0 5.0 5.0 95.0Checkkankulam 88.0 12.0 100.0 0.0 88.0 12.0 100.0 0.0 100.0 0.0 0.0 100.0Total 83.0 17.0 97.5 2.5 97.5 2.5 97.5 2.5 97.5 2.5 2.5 97.5

Tuticorin Tuticorin 76.0 24.0 95.0 5.0 75.0 25.0 65.0 35.0 75.0 25.0 30.0 70.0Thiruchendure 82.0 18.0 75.0 25.0 90.0 10.0 55.0 45.0 55.0 45.0 35.0 65.0Total 79.0 21.0 85.0 15.0 82.5 17.5 60.0 40.0 65.0 35.0 32.5 67.5Grand Total 77.8 22.2 88.0 12.0 79.0 21.0 66.5 33.5 72.0 28.0 21.0 79.0


Awareness about Food Safety

77.8

22.2

88.0

12.0

79.0

21.0

66.5

33.5

72.0

28.021.0

79.0

Yes No Yes No Yes No Yes No Yes No Yes No

Food label Food hygiene Food FoodContamination

PFA Act 1954 CPA 1986

The respondent felt that the information provided in the follow up

programmes were useful and 88.5 percent of them were of the view that the

explanation given by the trainers were good and 76.1 percent felt that it helpful in

enhancing their skill and knowledge. Moreover the training helped them in

detecting food adulteration was opined by 79 percent of the respondent.

Table 8

Impact of Training Provided by Trainers to the Village Housewives

Explanation of Trainers

Helpful in enhancing skill/knowledge

Helpful in detecting adulteration

Districts Centers Goo

d

Aver

age

Bad

Goo

d

Aver

age

Bad

Goo

d

Aver

age

Bad

Thiruvallur 95.0 5.0 0.0 86.0 14.0 0.0 95.0 5.0 0.0Poonamalle 75.0 25.0 0.0 75.0 25.0 0.0 90.0 10.0 0.0

Thiruvallur Total 85.0 15.0 0.0 80.5 19.5 0.0 92.5 7.5 0.0Cuddalore 70.0 30.0 0.0 70.0 30.0 0.0 65.0 35.0 0.0Neyeveli 75.0 25.0 0.0 85.0 10.0 5.0 60.0 35.0 5.0

Cuddalore Total 72.5 27.5 0.0 77.5 20.0 2.5 62.5 35.0 2.5Tanjavur 40.0 60.0 0.0 50.0 50.0 0.0 70.0 30.0 0.0Orathanadu 80.0 15.0 5.0 70.0 30.0 0.0 80.0 15.0 5.0

Thanjavur Total 60.0 37.5 2.5 60.0 40.0 0.0 75.0 22.5 2.5Madurai 90.0 10.0 0.0 65.0 35.0 0.0 75.0 20.0 5.0Checkkankulam 90.0 5.0 5.0 90.0 5.0 5.0 90.0 5.0 5.0

Madurai Total 90.0 7.5 2.5 77.5 20.0 2.5 82.5 12.5 5.0Tuticorin 85.0 15.0 0.0 85.0 15.0 0.0 85.0 15.0 0.0Thiruchendure 85.0 15.0 0.0 85.0 15.0 0.0 85.0 15.0 0.0

Tuticorin Total 85.0 15.0 0.0 85.0 15.0 0.0 85.0 15.0 0.0Grand Total 78.5 20.5 1.0 76.1 22.9 1 79.5 18.5 2.0


Usefulness of Annam Spot Testing Kit

The Annam Spot Testing Kit developed by CONCERT for detection of

common adulterants in food was found to be useful by the trainees. The test

procedures included in the manual are based on IS: 15642 Part I and II 2006 of the

BIS.

The participants of the follow up programmes found the kit to be useful in

detecting common adulteration in food items. 62.5 percent of the participants

found it to be very simple and handy to use and 10.5 percent found it to be useful

to some extent. 56 percent found it to be very useful in testing adulteration in food

items. However 60 percent felt that it was worth buying and only 45 percent were

of the view that it would be useful at the village level. An overall analysis reveals

that the kit is useful in detection of common adulterations in food items.

Table 9

Usefulness of ANNAM SPOT Kit

Simple & handy to use

Useful in testing adulterated and unhygienic consumable food items

Worthiness of buying of having it

How much usefulness at village level

Districts/ Centres Ve

ry u

sefu

l

Up

to s

ome

exte

nt

Not

at a

ll

Very

use

ful

Up

to s

ome

exte

nt

Not

at a

ll

Very

use

ful

Up

to s

ome

exte

nt

Not

at a

ll

Very

use

ful

Up

to s

ome

exte

nt

Not

at a

ll




Madurai Madurai 90.0 10.0 0.0 60.0 40.0 0.0 90.0 10.0 0.0 45.0 55.0 0.0Checkkankulam 100.0 0.0 0.0 100.0 0.0 0.0 100.0 0.0 0.0 100.0 0.0 0.0Total 95.0 5.0 0.0 80.0 20.0 0.0 95.0 5.0 0.0 72.5 27.5 0.0

Tuticorin Tuticorin 40.0 5.0 55.0 50.0 0.0 50.0 50.0 0.0 50.0 50.0 5.0 45.0Thiruchendure 20.0 0.0 80.0 20.0 0.0 80.0 20.0 0.0 80.0 10.0 10.0 80.0Total 30.0 2.5 67.5 35.0 0.0 65.0 35.0 0.0 65.0 30.0 7.5 62.5 Grand Total 62.5 10.5 27.0 56.0 14.0 30.0 60.0 13.5 26.5 45.0 25.5 29.5


Buying Behaviour of the Participants There is a correlation between the information provided during the follow up

programmes and the buying behaviour of the participants. 70.6 percent opined that

they always enquire about the available option, 50 percent said that they always

check the maximum retail price, 65 percent always check the quantity of the

product and 68.5 percent of them check the expiry date. During the discussion

many of them said that before the training/ information being provided they knew

about some of these things but really did not care about it. But now they are aware

of its usefulness and also the importance of checking the MRP, expiry date,

quantity etc. At the field level the trainees have been able to sensitise a important

section of the community i.e. the housewives.

Table 10

Buying Practices of the Participant of the follow up Programme


Buying Practices of the Participant of the follow up Programme

70.6

16.4 13.0

50.0

25.0 25.0

65.0

19.0 16.0

68.5

12.519.0

Always Sometime Never Always Sometime Never Always Sometime Never Always Sometime Never

Available option Maximum retail price Quantity Expiry date

Available option Maximum retail price Quantity Expiry date

Districts/Centre Alw

ays

Som

etim

e

Nev

er

Alw

ays

Som

etim

e

Nev

er

Alw

ays

Som

etim

e

Nev

er

Alw

ays

Som

etim

e

Nev

er




Madurai Madurai 80 10 10 55 25 20 65 15 20 80 20 0Checkkankulam 75 15 10 65 30 5 70 20 10 55 20 25Total 77.5 12.5 10 60 27.5 12.5 67.5 17.5 15 67.5 20 12.5

Tuticorin Tuticorin 75 15 10 65 15 20 95 0 5 80 15 5Thiruchendure 70 15 15 70 5 25 85 0 15 70 5 25Total 72.5 15 12.5 67.5 10 22.5 90 0 10 75 10 15Grand Total 70.6 16.4 13.0 50.0 25.0 25.0 65.0 19.0 16.0 68.5 12.5 19.0

The participants of the follow up programmes are much more aware than

what they were before attending the programmes. 74 percent of them said that

they always check the quantity and quality of food items before buying them and

65.5 percent opined that they check the standard markings before buying a

product. This is mainly due to rise is awareness level of the participants. During

discussions many of them confessed that they were not aware of these things and

did not knew what the standard markings meant.

Table 11 Parameters Influencing Buying Behaviour

Quantity/Quality Standard Marks

Districts Centres Alw

ays

Som

etim

e

Nev

er

Alw

ays

Som

etim

e

Nev

er

Thiruvallur 95.0 5.0 0.0 95.0 5.0 0.0Poonamalle 95.0 5.0 0.0 85.0 15.0 0.0

Thiruvallur Total 95.0 5.0 0.0 90.0 10.0 0.0

Cuddalore 70.0 15.0 15.0 50.0 35.0 15.0Neyeveli 90.0 0.0 10.0 50.0 35.0 15.0

Cuddalore Total 80.0 7.5 12.5 50.0 35.0 15.0

Tanjavur 25.0 15.0 60.0 20.0 15.0 65.0Orathanadu 50.0 20.0 30.0 35.0 25.0 40.0

Thanjavur Total 37.5 17.5 45.0 27.5 20.0 52.5

Madurai 85.0 15.0 0.0 85.0 15.0 0.0Checkkankulam 80.0 10.0 10.0 75.0 15.0 10.0

Madurai Total 82.5 12.5 5.0 80.0 15.0 2.5

Tuticorin 85.0 15.0 0.0 90.0 0.0 10.0Thiruchendure 65.0 5.0 30.0 70.0 5.0 25.0

Tuticorin Total 75.0 10.0 15.0 80.0 2.5 17.5Grand Total 74.0 10.5 15.5 65.5 16.5 17.5


Housewives look at Quantity/Quality & Standarised Mark before buying the food items

74.0

10.5 15.5

65.5

16.5 17.5

Always Sometime Never Always Sometime Never

Quantity/Quality Standardised Mark

As far as the knowledge about specific standard markings is concerned 80

percent of the respondents were aware about the ISI mark. ISI mark appears to be

very popular as it is put on a number of consumer durables of daily use. However

the awareness about AGMARK, FPO and veg/ non-veg marking is comparatively

low. More than 70 percent of the respondents were not aware about the markings.

Table 12

Knowledge about Standardised Marks among village Housewives Standardised Mark

ISI AGMARK FPO VEG/Non VEG Mark Districts

Centers Yes No Yes No Yes No Yes No Thiruvallur

Thiruvallur 75.0 25.0 20.0 80.0 15.0 85.0 45.0 55.0Poonamalle 50.0 50.0 10.0 90.0 5.0 95.0 55.0 45.0Total 62.5 37.5 15.0 85.0 10.0 90.0 50.0 50.0

Cuddalore Cuddalore 90.0 10.0 25.0 75.0 15.0 85.0 10.0 90.0Neyeveli 90.0 10.0 70.0 30.0 5.0 95.0 25.0 75.0Total 90.0 10.0 47.5 52.5 10.0 90.0 17.5 82.5

Thanjavur Tanjavur 60.0 40.0 30.0 70.0 15.0 85.0 10.0 90.0Orathanadu 80.0 20.0 10.0 90.0 5.0 95.0 10.0 90.0Total 70.0 30.0 20.0 80.0 10.0 90.0 10.0 90.0

Madurai Madurai 95.0 5.0 65.0 35.0 65.0 35.0 95.0 5.0Checkkankulam 95.0 5.0 35.0 65.0 65.0 35.0 70.0 30.0Total 95.0 5.0 50.0 50.0 65.0 35.0 82.5 17.5

Tuticorin Tuticorin 85.0 15.0 20.0 80.0 60.0 40.0 55.0 45.0Thiruchendure 80.0 20.0 15.0 85.0 30.0 70.0 50.0 50.0Total 82.5 17.5 17.5 82.5 45.0 55.0 52.5 47.5G.Total 80.0 20.0 30.0 70.0 28.0 72.0 42.5 57.5


Knowledge about Standardised Marks

80.0

20.030.0

70.0

28.0

72.0

42.5

57.5

Yes No Yes No Yes No Yes No

ISI AGMARK FPO VEG/Non VEG Mark

Figure 1

Knowledge about Standardised Marks among the Participants of the Follow up Programmes

Knowledge about ISI

62.5

90.0

70.0

95.0

82.5

80.0

37.5

10.0

30.0

5.0

17.5

20.0

Thiruvalluar

Cuddalore

Thanjavur

Madurai

Thoothukud

Total

Yes No Knowlegde about FPO

10.0

10.0

10.0

65.0

45.0

28.0

90.0

90.0

90.0

35.0

55.0

72.0

Thiruvallur

Cuddalore

Thanjavur

Madurai

Tuticorin

G.Total

Yes No

Knowledge about AGMARK

15.0

47.5

20.0

50.0

17.5

30.0

85.0

52.5

80.0

50.0

82.5

70.0

Thiruvalluar

Cuddalore

Thanjavur

Madurai

Thoothukud

Total

Yes No

Knowlegde about Veg/Non-Veg Mark

50.0

17.5

10.0

82.5

52.5

42.5

50.0

82.5

90.0

17.5

47.5

57.5

Thiruvallur

Cuddalore

Thanjavur

Madurai

Tuticorin

G.Total

Yes No

Knowledge about Consumer Protection Act One of the objectives of the phase II project is to create awareness about

the Consumer Protection Act, 1986. However only 46.3 percent of the respondents

knew about the Consumer Protection Act and more than 80 percent did not know

about the consumer rights. This aspect needs to be taken care as the redressal

mechanism that exists under the CP Act is useful in redressal of their complaint.

53.7 percent were not aware about the CP Act.

Table 13

Knowledge about CPA among Housewives Districts Centres Yes No




Cuddalore 56.0 44.0

Neyeveli 53.0 47.0


Tanjavur 35.0 65.0



Madurai 55.0 45.0



Tuticorin 35.0 65.0



G. Total 46.3 53.7


As far as knowledge about the consumer rights is concerned on than 80

percent did not knew about the six consumer rights and only 9 percent could list

the six consumer rights. It is important that in such programmes awareness about

the consumer rights are emphasised.

Table 14

Knowledge about Consumer Rights among the Participants Districts Centers One Three Six Ten Don't know

Thiruvallur 0.0 65.0 0.0 5.0 30.0Poonamalle 0.0 0.0 0.0 0.0 100.0

Thiruvallur Total 0.0 32.5 0.0 2.5 65.0

Cuddalore 5.0 0.0 15.0 0.0 80.0Neyeveli 0.0 0.0 0.0 0.0 100.0

Cuddalore Total 2.5 0.0 7.5 0.0 90.0

Tanjavur 10.0 0.0 15.0 15.0 60.0Orathanadu 0.0 0.0 55.0 0.0 45.0

Thanjavur Total 5.0 0.0 35.0 7.5 52.5

Madurai 0.0 0.0 0.0 0.0 100.0Checkkankulam 0.0 0.0 5.0 0.0 95.0

Madurai Total 0.0 0.0 2.5 0.0 97.5

Tuticorin 5.0 0.0 0.0 0.0 95.0Thiruchendure 0.0 0.0 0.0 0.0 100.0

Tuticorin Total 2.5 0.0 0.0 0.0 97.5G.Total 2.0 6.5 9.0 2.0 80.5


Filing of complaint

Even though data reveals that 46.3 percent had knowledge about the CP

Act and 80 percent did not knew about the six rights but surprisingly 72.6 percent

of the respondents knew that a complaint can be filed by the consumer. 15.1

percent opined that a complaint could be filed by a businessman.

Table 15

Filing of Complaint under CPA Act

Districts

Centres Consumer Businessman Don't Know/NR

Thiruvallur 79.0 9.0 12.0 Poonamalle 75.0 10.0 15.0

Thiruvallur Total 77.0 9.5 13.5 Cuddalore 73.0 20.0 7.0 Neyeveli 84.0 12.0 4.0

Cuddalore Total 78.5 16.0 5.5 Tanjavur 66.0 15.0 19.0 Orathanadu 60.0 18.0 22.0

Thanjavur Total 63.0 16.5 20.5 Madurai 70.0 25.0 5.0 Checkkankulam 75.0 15.0 10.0

Madurai Total 72.5 20.0 7.5 Tuticorin 67.0 17.0 16.0 Thiruchendure 77.0 10.0 13.0

Tuticorin Total 72.0 13.5 14.5 G.Total 72.6 15.1 12.3


To the question as to where could the consumer file a complaint nearby 51

percent of the respondents knew that it could be filed in the district forum and 38.7

percent opined that the complaint could be filed with the DSO. This is because in

most of the programmes the DSO has been involved therefore the participants are

under the impression that they could file the complaint with the DSO.

Table 16

Where to be File Complaint under CPA Act

Districts Centers DSO

District Forum

Don’t Know/NR

Thiruvallur 85.0 15.0 0.0 Poonamalle 80.0 20.0 0.0

Thiruvallur Total 30.0 50.0 20.0

Cuddalore 42.1 47.4 10.5 Neyeveli 35.9 48.7 15.4

Cuddalore Total 10.0 65.0 25.0

Tanjavur 55.0 30.0 15.0 Orathanadu 32.5 47.5 20.0

Thanjavur Total 15.0 85.0 0.0

Madurai 0.0 95.0 5.0 Checkkankulam 7.5 90.0 2.5

Madurai Total 25.0 65.0 10.0

Tuticorin 50.0 30.0 20.0 Thiruchendure 37.5 47.5 15.0

Tuticorin Total 38.7 50.8 10.6 G.Total 38.7 50.8 10.6


Level of Awareness about CPA

72.6

15.1 12.3

38.750.8

10.5

Consumer Businessman Don't Know/NR DSO District Forum Don’t Know/NR

Place where complain file under CPA Act Filing of Complaint under CPA Act

The present study was carried out on housewives who were trained by

CONCERT and housewives selected from 20 different villages who had

participated in the follow up programmes conducted by the trainee

housewives in the five districts of Tamil Nadu, to study their knowledge

regarding adulteration and detecting adulterants in commonly used food items.

The post exposure correct responses of the respondents increased

remarkably as many of the respondents gave correct responses regarding

statements on adulteration of spices and condiments, the most common

adulterated food item, the use of Annam test kits and Consumer Protection

Act and to when and whom they could approach for making complaints about

adulterated foods. A kit was developed, tested and given to the housewives

so that they could detect adulterants in commonly used food items at the

household level. Similarly, the respondents gained considerable knowledge

regarding adulterants generally present in food items and definition of food

adulteration. As a result of the project the awareness level has increased.

Figure 2

Knowledge about CPA

77.5

70.0

35.0

90.0

22.5

59.0

22.5

30.0

65.0

10.0

77.5

41.0

Thiruvalluar

Cuddalore

Thanjavur

Madurai

Thoothukud

Total

Yes No

Who can file Complain?

90.0

82.5

65.0

72.5

82.5

78.5

2.5

17.5

35.0

20.0

17.5

18.5

7.5

0.0

0.0

7.5

0.0

3.0

Thiruvallur

Cuddalore

Thanjavur

Madurai

Tuticorin

G.Total

Consumer Businessman Don't Know

Place of filing Complaint

30

10

15

25

38.7

38.7

50

65

85

65

50.8

50.8

20

25

0

10

10.6

10.6

Thiruvalluar

Cuddalore

Thanjavur

Madurai

Thoothukud

Total

DSO District Forum Don’t Know


Chapter IV Findings and Recommendations

Findings

Housewives trained by CONCERT 1. Food adulteration is a major form of consumer exploitation which not only

results in economic loss but is also a health hazard and therefore there is a need to create awareness and educate the consumers about this serious menace.

2. Women play a major role as far as decision regarding foods is concerned therefore it is important that they should be educated about food safety and hygiene and food adulteration. This is vital to build a powerful movement against food adulteration and consumer exploitation.

3. Based on our survey, discussion and examination of records, we find that the phase II of the project to a large extent has been able to achieve its objectives to a very large extent.

4. The methodology used in the training programme and the process of selection of the trainees is appropriate. The feed back in the form of Business Reply Envelop is a good idea.

5. 63 percent of the trainees were satisfied to a large extent. While 36 percent were satisfied to some extent with the training programme.

6. The training programmes for housewives on detection of adulteration in food items has been useful and enhanced the level of awareness, skill and knowledge of the participating housewives. 86 percent of them appreciated the training methods and 84 percent of the respondents found the level of the training programme to be good.

7. 81 percent of the trainees (housewives) found the topics covered in the training programmes useful in their day to day life and 86 percent found the resource persons to be of good quality.

8. The Annam Spot Test Kit was found to be useful in detection of adulteration in common food items and 89 percent of the trainees used the kit to demonstrate its use in the follow up programmes. 83 percent of the respondents found the kit to be simple and easy to handle. While 77 percent found it to be useful in testing for adulteration.

9. 84 percent of the respondents found that it was worth buying the kit and 64 percent felt that it was useful at village level.

10. 76 percent of the respondents were of the opinion that it is mandatory to organise follow up programmes after the training and 24 percent answered in negative.

11. 68 percent of the trainees organised follow up programmes after the training to create awareness in the community/ village and 32 percent of

them did not organise such programmes. In Thanjavur district only 30 percent of the respondents organised follow up programmes.

12. As per the number of follow up programmes is concerned 9 percent of the trainees organised less than 10 programmes, 22 percent organised between 11-20 programmes and 37 percent organised more than 20 programmes.

13. 78.5 percent of the respondents demonstrated the use of the Annam Spot Test Kit in the community/villages which helped in understanding how food adulteration can be detected. 37 percent demonstrated its use to their neighbours, 23 percent to their relatives, 41 percent to persons from their village and 12 percent to the students.

14. Only 27 percent of the Business community/ shop keepers in the locality cooperated in getting food items checked for adulteration. Due to their negative attitude the trainees preferred not to involve them in this drive.

15. As a result of the training the trainee housewives were aware about standard markings, MRP, quality and quantity and the expiry date. While 88 percent knew about ISI mark, 67 percent knew AGMARK and only 32 percent of the respondents could identify FPO mark.

16. 75 percent of the trainees were aware about the FPA Act, 67 percent about the penalty structure under FPA and 67 percent were aware about the FSSAI.

17. Adequate emphasis was not given to the CP Act in the training programmes therefore the trainees lacked clarity about the provisions of the CP Act. 60 percent were aware about the CP Act while 68 percent could define who is a consumer while 37 percent did not know what the rights of a consumer are. Only 43 percent knew that a complaint could be filed in the consumer forum.

Participants of the follow up Programmes 18. As far as the participants of the follow up programmes are concerned 72

percent had the experience of purchasing adulterated food item and nearly 18.6 percent of them ignored it, 33.8 percent tried to replace the product while 33.3 percent tried to get back the money.

19. After the follow up programmes 75 percent of the respondents of the follow up programmes were largely aware about food safety measures and could detect adulteration in common food items.

20. 68 percent of the respondents opined that the trainees of the project were the main source of their information regarding food adulteration a food safety measures.

21. The nature of information disseminated and the knowledge imparted to the participants of the follow up programmes was relevant and useful. 77.8 percent of the respondents opined that information about food label reading was given, 88 percent said that information about food safety and food hygiene was provided, 79 percent said that information about food

nutrition was provided and 72 percent opined that information about PFA Act was also given.

22. 78.5 percent for the participants found that the explanation by the trainees was good. 76.1 percent were of the view that the information was helpful in enhancing their skill and knowledge while 79.5 percent opined that it was helpful in detecting adulteration.

23. The participants of the follow up programmes found the Annam Spot Test Kit useful in detection of food adulteration. 62.5 percent of them found it very simple and handy to use and 60 percent of them felt that it was worth buying it. 56 percent found it to be very useful in detection of food adulteration.

24. As a result of the follow up programmes there is a change in the buying behaviour of the participants. 50 percent always check the MRP, 65 percent check the quantity, and 68.5 percent always check the expiry date and 65.5 percent look for standard marks. There is an increase in the level of awareness among the participants. Now they are more aware and conscious about issues like MRP, expiry date, quantity, quality and standard marking.

25. 80 percent of the respondents are aware about ISI mark but awareness about other standard marks is low; it is only 30 percent for AGMARK, 26 percent for FPA and 42.5 percent regarding veg/non/ symbol.

26. The participants of the follow up programmes lack knowledge about the CP Act and its various provisions as it has not been emphasised during the follow up programmes. Only 46.3 percent of them had knowledge about the Act. Of these 80.5 percent could not list the number of consumer rights under the CP Act. However 72.6 percent knew that the consumer could file a complaint and 50.8 percent were aware that the complaint could be filed in the District Forum. 38 percent were of the view that the complaint could be filed with the DSO.

Recommendations 1. CONCERT as an organisation has the capacity and capability to take up

such projects to create awareness and educate the people particularly in the rural areas. Targeting the housewives is of prime importance as far as food adulteration is concerned.

2. Efforts should be made to subsidise the kits with the financial assistance from the state government so that more consumers could purchase it. At present the cost is a deterrent.

3. It would be appropriate that the trainees (housewives) selected by CONCERT to create awareness and educate the consumers at the community level are preferably graduates. This should not be a problem.

4. A mechanism to monitor the pace of the project needs to be set up and appropriate remedial action is taken in the districts where the project activities are not showing the desired result as in the case of Thanjavur district when compared to other four districts.

5. The NGO’s or at least the Coordinators who are associated with the Project are sensitized about food safety and food adulteration.

6. It should be mandatory for the trainees to organise follow up programmes in their locality / village to create awareness about food safety measures and educate the consumers about food adulteration.

7. After the training a review meeting after six months must be held in which the progress of the trainee’s is assessed as far as follow up programmes is concerned. This will also give an opportunity to the trainees to share their experience and seek advice. Random visit to some of the follow up programmes by officials from CONCERT will be useful to monitor the quality of the programme.

8. CONCERT should develop a pool of Master Trainer’s to train the housewives and also develop their skill to impart training in the use of Annam Spot Test Kit after the project comes to an end.

9. During the training programmes emphasis should be laid on educating about standard marks, the CP Act and its provisions as this aspect has not be covered well.

10. A visit to a District Forum must be organised as it will help the trainees (Housewives) to understand the importance of the CP Act and the working of the redressal mechanism.

11. Pamphlets must be prepared in the local languages giving simple tips relating to food safety and food adulteration and distributed in the follow up programmes at the village level.

12. The business community/ shop keepers of the locality should also be sensitized. This can be done through rallies/pamphlets with the active involvement of the local VCO’s working in the area.

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