"Consumer Data Monetization and Surveillance Capitalism in India's Digital Economy: A Critical Analysis of Commercial Interests, Privacy Rights, and Data Protection Law"

Jaimini Maulin Rami

"Consumer Data Monetization and Surveillance Capitalism in India's Digital Economy: A Critical Analysis of Commercial Interests, Privacy Rights, and Data Protection Law"

Author(s)	Dr. Jaimini Maulin Rami
Country	India
Abstract	The rapid expansion of India's digital economy has transformed consumer data into a valuable commercial asset, enabling businesses to generate revenue through targeted advertising, personalized services, and data-driven decision-making. This growing dependence on personal information has contributed to the emergence of surveillance capitalism, wherein consumer data is continuously collected, analyzed, and monetized for commercial gain. While these practices promote innovation and economic growth, they simultaneously raise concerns regarding privacy rights, consumer autonomy, and regulatory accountability. This study critically examines consumer data monetization and surveillance capitalism within India's digital economy by analysing the intersection of commercial interests, privacy rights, and data protection law. The research adopts a mixed-method approach combining doctrinal legal analysis with an empirical survey of 125 respondents. Primary data were collected through a structured questionnaire and analysed using descriptive statistics, Chi-Square tests, and Analysis of Variance (ANOVA). The findings reveal that respondents possess a moderate level of awareness regarding data collection practices and data protection laws, while exhibiting significant concerns about privacy and the commercial use of personal information. The study further finds that trust in digital platforms significantly influences consumers' willingness to share personal data. However, no significant relationship was observed between awareness of data collection practices and privacy concerns, and age was not found to significantly influence perceptions regarding consumer data monetization. The study concludes that effective data governance requires a balanced approach that promotes commercial innovation while safeguarding privacy rights through stronger regulatory enforcement, enhanced transparency, and increased consumer awareness. The research contributes to the growing discourse on digital governance by integrating perspectives from commerce, law, and human rights within the context of India's evolving digital ecosystem.
Keywords	Consumer Data Monetization; Surveillance Capitalism; Digital Economy; Privacy Rights; Data Protection Law; Digital Personal Data Protection Act, 2023; Consumer Welfare; India.
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-04

View / Download PDF File

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

"Consumer Data Monetization and Surveillance Capitalism in India's Digital Economy: A Critical Analysis of Commercial Interests, Privacy Rights, and Data Protection Law"

Share this