Assertion (A): Many business firms have setup their own consumer service and grievances cells.
Reason (R): Consumer has right to get relief in case the product or service falls short of his expectations.

Both A and R are true but R is not the correct explanation of A

The correct option is:  **Option 2: Both A and R are true but R is not the correct explanation of A**

Here's why:

Assertion (A): Many business firms have set up their own consumer service and grievance cells. This statement is TRUE. Many businesses establish dedicated departments to handle customer complaints and grievances.

Reason (R): Consumer has right to get relief in case the product or service falls short of his expectations. This statement is also TRUE. Consumer protection laws often grant consumers rights to seek redressal if a product or service doesn't meet their expectations.

However, Reason (R) is not the direct reason why businesses set up these cells. Businesses set up consumer service and grievance cells to improve customer satisfaction and build brand loyalty. By addressing complaints effectively, they can retain customers and avoid negative publicity. While consumer rights do play a role in the overall business environment, companies primarily establish these cells for their own benefit - to maintain a positive customer relationship and brand image.