We’re living through a peculiar paradox. India has crossed 950 million internet subscribers, a digital explosion that would make any entrepreneur giddy with opportunity. At the same time, digitally savvy consumers are skeptical about how businesses handle their data. In fact, 69% of consumers believe their data is not safe with companies, and 32% do not think organisations take consent-related clauses seriously. In a market where consumers have enough choices to juggle, earning “trust” defines the course of business growth beyond its products.
Group Associate Director
Risk and Compliance
As the Indian government tightens the strings on customer data safety, initiatives like DPDP emerge as an opportunity for businesses to claim and reclaim trust among their target groups in India. But here’s the reality: around 30% of Indian organisations are still sitting at a moderate or low level of understanding of DPDP and its implications. For too long, data protection has been treated like installing a better lock on the door, but with DPDP in the picture, businesses can no longer afford to look away from customer trust and compliance, especially with penalties of up to ₹250 crore and customer trust in play. This is exactly why the accountability vacuum now needs to be dismantled.
The Accountability Vacuum Problem
Indian businesses have poured money into security controls, and rightly so. Yet the efforts and accountability to prove to customers that their data is safe often remain a “vacuum”. Consent logs stay fragmented, customer rights are still handled manually or not at all, and accountability rarely reaches the people it is ultimately meant to reassure. That is when security becomes a theater with a polished backstage, but barely visible to the customer in the front row.
Now imagine the opposite. A business presents a consent banner in plain language, explains what data is being used and why, and gives customers a clear way to revoke consent whenever they want. That small shift changes the experience from passive data collection to demonstrable accountability. It does not just make companies DPDP compliant, but organizations that customers can trust with their data. Data shows 9 out of 10 customers are willing to share their data to receive personalized experiences as long as they use it with transparency.
Alongside consent collection, audit readiness matters just as much. DPDP pushes businesses toward stronger documentation, traceability, and governance because accountability must be provable, not assumed. When questions arise, audit-ready records show that the business is not merely claiming responsibility but can actually demonstrate how customer data is managed. The real opportunity here is not simply to meet the law, but to build the kind of operating discipline customers can actually feel. Security protects the walls, but accountability tells customers the house is in order
When Trust Becomes the Competitive Edge
In the AI era, data has become the lifeblood of digital operations and interactions, making privacy and trust inseparable. Yet the numbers reveal a stark disconnect: DPDP compliance efforts across industries remain below 35%, while nearly 58% of organizations still do not associate compliance with business growth. That is where the conversation needs to change. It is also undeniable that showing accountability in consent management through manual efforts can be challenging, especially when audit trails need to be maintained.
Companies grappling with manual consent processes or low headcount can turn to AI-powered consent management platforms that bring structure to the chaos. These platforms scan websites and digital properties to identify cookies and tracking tools, classify them into clear categories, and present consent in plain language that customers can actually understand. They also make it easy to localise consent journeys, manage withdrawals in real time, and keep every choice recorded in a way that supports future audits.
Just as importantly, they help businesses map third-party data flows and vendor obligations from the start, so accountability does not get lost in the chain. They update, track, and document customer choices across touchpoints. That makes the business more compliance-aware, more customer-friendly, and far better prepared to prove trust when it matters.
That ease matters for both sides of the table. It simplifies operations for the business while making the experience seamless for the customer. More importantly, it helps companies build the trust customers are actively looking for. When every process is made transparent, businesses become compliance-aware, customer-friendly, and better positioned to earn a competitive edge over those still figuring it out.
While most organisations remain stuck at low compliance readiness across industries, businesses with better consent infrastructure will be trusted by growing privacy-conscious consumers – a segment that is only getting larger.
Preparing for What Comes Next
As consumers become more conscious about what they want, they will pick companies they can trust. The businesses that make the choice today and leverage compliance as a catalyst to rethink customer engagement altogether will gain an edge. Those that embed consent management into the product experience will be the ones customers choose, even when options are growing.
In a market this crowded, people want to believe a company will do right by their data even when no one is watching. No matter how far a business goes, without customer trust, it can unravel quickly. So the change has to start today, not just for DPDP, but to build a trustworthy business that customers feel safe sharing their data with for better experiences.
–Authored by Rohit Badri, Group Associate Director, Risk and Compliance