D2C Consumer Brands
Liability Check
D2C brands live and die by customer data – purchase history, browsing behavior, payment details, and loyalty program data. Mismanaging this goldmine can trigger massive DPDP penalties, turning customer loyalty into legal liability.
Why D2C Consumer Brands is at Risk
D2C brands thrive on direct customer engagement, collecting everything from **browsing patterns and wish lists to payment information and delivery addresses**. This granular data, when shared with analytics tools, logistics partners like Delhivery or Bluedart, and social media platforms for targeted ads, means your brand is constantly acting as a **Data Fiduciary**. The sheer volume and sensitivity of this data across multiple touchpoints, from website visits to order fulfillment and post-purchase engagement, significantly elevates your risk profile under DPDP. Non-compliance could erode customer trust and incur heavy fines.
Common Violations
- 1.Using customer phone numbers collected for delivery or OTPs for promotional WhatsApp messages or SMS marketing without explicit, separate consent.
- 2.Sharing detailed anonymized purchase histories and demographics with a third-party analytics vendor or ad network without adequate anonymization or specific consent.
- 3.Retaining full customer addresses and payment tokenization details longer than strictly necessary for order fulfillment or without clear justification for repeat purchases.
The Immediate Fix
Conduct a full data mapping exercise across your customer journey. Identify where you collect, store, process, and share customer data (e.g., website, app, ERP, CRM, marketing tools). Prioritize obtaining explicit, granular consent for *each specific purpose* of data collection, especially for marketing and sharing with third parties.
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Need help checking your business?
- Start with the free self-check to find questions for your team.
- Our paid gap assessment takes four weeks. We check your apps, documents and records, then list what needs fixing.
- Fixing the agreed gaps takes two to three months. A final assessment checks the completed work.
Save your results and discuss the questions with your team.
Next step after the audit
The audit shows the gaps. Sanctum closes them. One programme covers legal position, data map, gap analysis, implementation, tooling, training, a written readiness opinion, and breach cover, under one accountable owner. See the all-in-one programme
What Should You Do Next?