The introduction of the Digital Personal Data Protection (DPDP) Act marks a significant shift in how Indian companies manage customer data. Traditionally, brands in India have maintained extensive databases, often without scrutinizing the details of data collection and consent. However, the DPDP Act, enforced by the Ministry of Electronics and Information Technology (MeitY), mandates that customer data belongs to the individual, not the company. This shift requires explicit, purpose-specific consent for data use, fundamentally altering data management practices.
Easyrewardz, a prominent player in customer relationship management (CRM), is leading the charge in adapting to this new regulatory environment. With a history of zero data breaches and a client base that includes over 250 retail brands and Fortune 500 companies, Easyrewardz is leveraging its expertise to introduce OneConsent by Zence. This platform is designed to integrate consent management directly into the CRM infrastructure, ensuring compliance with the DPDP Act.
The company’s proactive approach is not just about adhering to new rules; it represents a strategic evolution in CRM technology. By embedding consent mechanisms at every customer touchpoint—from point-of-sale systems to digital receipts—Easyrewardz is helping brands transition smoothly to a consent-first model. CEO Soumya Chatterjee emphasizes the importance of visibility, control, and accountability in building trust with customers.
The broader implications for India’s startup ecosystem are profound. As the DPDP Act sets stringent compliance requirements, companies must navigate a landscape where data liabilities are as significant as growth opportunities. Non-compliance could result in penalties up to Rs 250 crore, making robust data management systems a necessity rather than a luxury. Easyrewardz’s OneConsent addresses this by providing a cohesive solution that integrates seamlessly with existing systems, reducing the operational complexity of managing consent across fragmented data platforms.
For Indian startups, the DPDP Act represents both a challenge and an opportunity. The rise of compliance-as-a-service solutions, such as those offered by Easyrewardz, indicates a growing market for data governance tools. As major players like TCS and Reliance Jio pursue Consent Manager permits, the demand for interoperable systems will likely increase, creating new avenues for innovation and collaboration within the tech ecosystem.
Looking ahead, the DPDP Act is expected to catalyze a shift towards more transparent and accountable data practices across industries. Companies that embrace this change and invest in robust consent management infrastructure will be well-positioned to maintain customer trust and capitalize on new business opportunities. As the compliance deadline of May 2027 approaches, the emphasis will be on ensuring that data practices are not only compliant but also aligned with the evolving expectations of digital consumers.
