International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Consumer Privacy Vs. Business Interests: Evaluating Data Protection in India’s Digital Marketplaces

Author(s) Ms. Farhat Yunus, Mr. Manish Kumar Attry
Country India
Abstract Indian e-commerce has been expanding at an exponential rate, which is both fantastic news for online commerce and a big source of concern for consumers' privacy rights and the protection of their personal data. This article does an analytical analysis of the evolving legal framework governing data management and privacy in India's e-commerce industry. In light of the Digital Personal Data Protection Act, 2023 (DPDPA), the research evaluates the current regulatory framework to see if it effectively addresses concerns about data processing, consent management, online platform accountability procedures, and cross-border transfers. It contrasts the Indian framework with foreign standards such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) of the EU in order to assess parallels, divergences, and possible areas of harmonisation. The study specifically explores how the monetisation of customer data and profit-driven targeted advertising in e-commerce generate an inherent conflict with customers' rights. Using doctrinal and comparative legal research approaches, the study looks at court rulings, policy documents, and corporate compliance practices. Its objective is to identify the regulatory gaps that impede efficient enforcement. Although India's data protection law is a significant step in the right direction, the paper argues that the law will only be effective if the Data Protection Board is institutionally independent, data-driven business models are more transparent, and the law is strictly implemented. To foster confidence, accountability, and sustained expansion in India's e-commerce industry, the article concludes by proposing a compromise legal approach that safeguards consumer privacy while fostering digital innovation.
Keywords Digital Personal Data Protection Act, Data Protection Board, Right to privacy, Consumer's Rights, Protection Law and Digital Innovation
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-14
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.63461
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