Only 16% consumers are aware of the Digital Personal Data Protection Act (DPDP), PwC India’s recent survey revealed. The survey highlights the need for a privacy-aware culture and a privacy-first approach in organisations. Additionally, 56% of consumers are unaware of their rights related to personal data, and 69% do not know they can withdraw consent. The lack of awareness extends to handling minors’ data, with 72% of respondents unaware that parental or guardian consent is required.
Furthermore, only 40% organisations claim to understand the DPDP Act and nine per cent report a comprehensive understanding. Despite this, many organisations do not plan to invest in raising consumer awareness about their rights. Nearly half of the businesses surveyed have yet to begin implementing the act, and only 42% recognise the act as an opportunity to build consumer trust. The BFSI and pharmaceutical sectors lead, with over 60% acknowledging the importance of trust as a competitive advantage, but 32% of consumers feel organisations don’t take consent-related clauses seriously.
The report additionally shows that 44% of consumers are willing to pay more for services that protect their data, while 42% are uncertain about continuing to use a company’s services after a data breach. This uncertainty is higher in Tier-1 cities at 46%. While 52% of organisations are planning additional security measures around personal data, the survey emphasises that technology alone won’t solve compliance issues.
Lastly, the survey highlights a gap in employees’ trust in their organisations, with 20% uncomfortable sharing personal data with employers. This aligns with the fact that 64% of organisations have not initiated efforts to reassure employees about data safety. The report also calls for more focus on educating the 18-30 age group on digital privacy, particularly in the e-commerce, social media, and technology sectors. Despite positive steps, significant work remains to achieve a privacy-conscious society in India.