The Digital Personal Data Protection Act 2023

How aware and prepared are Indian consumers and businesses to navigate the new era of digital privacy?

A recent survey conducted by PwC India, titled, “How aware and prepared are Indian consumers and businesses to navigate the new era of digital privacy? A survey of India’s data privacy landscape” , explores the prevailing perceptions about privacy, trust and concerns about free data sharing and its potential misuse by many organisations. The survey underlines the pressing need for building a privacy respecting and privacy aware culture in India and having a privacy first approach in organisations.

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56%

of consumers not aware of their rights related to personal data.

42%

consumers were not sure if they would continue using the services of a company post a data breach. This rate is higher in Tier 1 cities at 72%.

70 %

consumers said that they find privacy policies difficult to understand

We at PwC India set out to understand the ‘privacy pulse’ of consumers and organisations in India through this survey. This effort attempts to gauge where India truly stands in relation to privacy literacy, what is coming in the way to build a culture of privacy first in the country and how can these gaps be bridged. This understanding is pivotal if the purpose and essence of legislations like the DPDP Act 2023 are to be truly actualised. This understanding is also critical for the realisation of India’s digital dreams and to enhance India’s competitiveness in an increasingly privacy conscious global digital business ecosystem.

Sivarama Krishnan

Partner and Leader, Risk Consulting, PwC India and APAC Cybersecurity Leader

16% consumers are aware about DPDP Act across diverse geographies, age groups, occupational backgrounds and urban-rural divides.

69% are consumers not aware of their rights to take back their consent

40 organisations claim to understand the Act. Among these, only 9% organisations reported a comprehensive understanding.

69% consumers feel that their data may not be safe with companies. Of these, 74% of respondents are from Tier 3 cities.

Readiness of India Inc. for the Digital Personal Data Protection Act, 2023: A PwC analysis

PwC India analysed the websites of 100 Indian enterprises for compliance with the Digital Personal Data Protection (DPDP) Act, 2023 and found that 41% of websites of Indian enterprises analysed were found to specify data principal rights in their website privacy policies. However, only 9% of organisations sought consent that was free, specific and informed as per the PwC report.

In an attempt to decipher the key tenets of the DPDP Act, 2023, PwC has curated a brief document. The document aims to help clients gauge what the legislation means for them and how they can proceed with the changes it may bring in the business environment.

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The Digital Personal Data Protection Act 2023

The Digital Personal Data Protection Act 2023

How aware and prepared are Indian consumers and businesses to navigate the new era of digital privacy?

56%

42%

70 %

Readiness of India Inc. for the Digital Personal Data Protection Act, 2023: A PwC analysis

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