By Reya Mehrotra
Earlier this month, WhatsApp’s new proposed information privacy policy brought on massive uproar. As element of the policy, the messaging platform would have shared industrial user information with parent Facebook. Needless to say, customers have been enraged and quite a few speedily uninstalled the app, switching to other platforms like Signal and Telegram that claim to supply much better privacy-Telegram, in reality, witnessed 9.1 million downloads amongst January 4 and 17, although Signal recorded 26.4 million downloads from India in the course of the exact same period.
After WhatsApp’s announcement, the ministry of electronics and facts techWhatsApp, WhatsApp information policy, WhatsApp privacy policy, Facebook, signal, telegraph, nology wrote to the messaging platform citing “grave concerns regarding the implications for the choice and autonomy of Indian citizens” and asking CEO Will Cathcart to withdraw the policy for India. In reply, the messenger app’s spokesperson stated that their agenda was just to assistance enterprises develop. However, in the face of continuing criticism and opposition, it extended the deadline for customers to accept the policy till May. Data privacy has extended been a thorn in the flesh of online customers, specially when it comes to social media platforms.
However, the user dependency on these websites continues to develop, with quite a few working with these websites to purchase as properly as sell — the coronavirus pandemic and subsequent lockdowns, in reality, only created this dependency stronger, assisting quite a few enterprises to, in reality, keep afloat.
So at a time when there is a massive hue and cry about information privacy in the nation, what influence does it have on the finish user, specially little enterprises that mainly operate by means of websites like WhatsApp, Instagram and Facebook? We spoke to a handful of such little and medium-sized enterprises and startups to fully grasp their issues and irrespective of whether the user backlash poses any dangers to their enterprises.
PARAS ARORA
Owner of Delhi-based eco-style label Doodlage
Co-founded by Paras Arora in 2014, Doodlage is a Delhi-based eco-style label, which sells by means of each Instagram and Facebook. It has a powerful presence on line, with about 59,000 followers on Instagram and 25,000 on Facebook. Talking about how social media platforms assistance enterprises like his survive, he says, “The power of tech has made it easier to do business, giving local brands access to a wider audience across the globe. With advanced AI, a lot of positive innovations are happening across sectors.”
Despite the reality that his small business relies on social media, the 32-year-old, nonetheless, says no level of invasion must be accepted when it comes to information privacy. “Any invasion without the consent of the consumer is not okay,” says Arora, adding, “We want more transparency on who is using our data.”
Having stated that, the rewards of working with these apps are as well quite a few to reconsider dropping facilitation of enterprises by means of them, he says. “The benefits are more for the brands than the consumers. But in the long term, it is necessary for both to coexist and make it work for a better future. The more understanding and control a user has over their data collection and usage, the more willing they’ll be to share and engage with those who employ it,” says Arora.
DEEPIKA GUPTA
Owner of Delhi-based confectionery Gluten Free By Deepika
Delhi-based Deepika Gupta’s venture Gluten Free By Deepika is a one-quit shop for all factors gluten-no cost. From samosas and pizzas to cupcakes, cookies and smoothies, she retails all manner of delectable treats. The 47-year-old’s specialisation, nonetheless, are gluten-no cost cake, which are customised according to the wants of a customer. Customers can location orders on her Instagram and Facebook pages, exactly where she routinely uploads images of her fulfilled orders.
Concerns about information privacy do be concerned her, but not so substantially as to make her rethink her mode of small business. “I do have a problem with my data being shared with other apps for insights without my permission, but that said, I find the apps and these platforms safe for facilitating business both for the sellers, as well as the buyers. Small and medium businesses like mine can benefit as one can connect with a larger consumer base online and expose our products to them,” says Gupta, who has been working with these apps to sell residence-created meals solutions for some years now and plans to continue carrying out the exact same.
SONAM RAJE
Bengaluru-based residence baker and founder of Kittu Cakes
It was in the course of the lockdown final year that Bengaluru-based homemaker and new mother Sonam Raje decided to start off some thing of her personal. Being a baker, she began promoting residence-baked cakes by means of social media platforms.
Luckily for the 32-year-old, Kittu Cakes took off quickly, as her cakes had the appeal of getting protected and hygienically created at residence. They have been an immediate hit with the neighbours and progressively orders began pouring in from even faraway locations in the city. “I started baking last year and everyone loved the cakes as hygiene was being prioritised,” she says.
All the orders come in by means of her WhatsApp or Facebook web page. The cakes are delivered by means of delivery apps and she receives payment either in advance or post delivery by means of payment apps.
For Raje, social media has been a boon and she does not be concerned substantially about information privacy. “I have heard about the WhatsApp and Facebook data privacy controversies, but these platforms have helped me build my startup,” she shrugs.
KANUPRIYA JALOTA
Patiala-based social media entrepreneur
Another entrepreneur who began her small business in the course of the lockdown final year is Patiala-based Kanupriya Jalota, who jumped on to the social e-commerce bandwagon when she was stuck at residence. She connected with her family members, good friends and relatives to sell accessories, footwear, residence decor solutions and clothes for guys and females by means of her WhatsApp and Facebook. The solutions are sourced from little vendors close to her location or these promoting on line. This way, their solutions attain a broader customer base, although she gets to preserve a little share of the profit.
The 29-year-old promotes and sells the solutions by placing them on her WhatsApp groups produced specially for this goal. Once an order is placed, the vendor ships the item straight to the purchaser. Payment is accomplished on line. “I started my business last year while at home and connected with people through WhatsApp and Facebook. I have made WhatsApp groups with friends and relatives and post my products on these groups named Priya Fashion & Decor and Priya Attire,” she says.
Jalota saw superior scope in social commerce in the course of the lockdown as every person was shopping for on line and marketplaces remained closed or witnessed low footfall. “Buying online is the trend of the hour and so businesses online are blooming,” she says, adding, “I believe the benefit of using these apps for businesses is for both the sellers and the portals themselves. They get consumer insights and we get our livelihood.” But does she worry her small business will get impacted mainly because of the current information privacy controversy? “I don’t fear any risks to my business as WhatsApp and Facebook have millions of users and not all of them are going to stop using them. Any upheaval is temporary. I don’t think there will be any major impact as such. WhatsApp is a comfort app for many who don’t even understand what the issue is all about. It is the only medium for many to stay connected and any change will take a long time,” says Jalota.
TANUSHREE ISHAANI D & POOJA KAREGOUDAR
Friends and co-founders of way of life wellness brand BodyCafe
College good friends Tanushree Ishaani D and Pooja Karegoudar turned entrepreneurs with their way of life wellness brand BodyCafe in 2016. As a new startup, they invested in item shoots and place up eye-catching pictures of their merchandise on their pages on Instagram and Facebook. Soon, their solutions began promoting far and wide by means of social media. As a brand, says Hyderabad-based Ishaani (left in pic), BodyCafe does obtain some fundamental individual facts based on users’ interaction with the site, but it is only used to improve user encounter and for measuring site functionality. “Privacy invasion is never okay. So we never sell the data we collect or use it for purposes that may be deemed unethical,” she clarifies.
Despite getting a flourishing startup on social media, issues about information privacy scare them, as well, she says. “Data privacy must be an important concern for all businesses. The grey area is about how the data is used. While it helps the business understand users and enables them to give the best experience, any use beyond that should be thoroughly thought through-especially if the data is going to be shared with third parties like advertising companies. Hence, it becomes important to let users know how their data is shared with others and to provide them with a choice to opt out,” says Ishaani.
Talking about the WhatsApp controversy, she says, “It was always clear that Facebook would want to collect data from users on all their platforms. It is hard to predict the impact of the recent news because the majority of people would choose to stick with the convenience that the online platforms give them. While consumer education and awareness is important, the onus is on the governments to safeguard the people from any misuse of their data,” she says, adding, “Technology has always been a double-edged sword. What is important is for those who wield it to use it ethically and to improve people’s lives.”
MONIKA SATIJA
Founder of Gurugram-based on line art provide shop Stationery Plug
Online art provide shop Stationery Plug by Gurugram-based Monika Satija began in the course of the lockdown in July on Instagram and, in no time, grew to a neighborhood of about 5,000 persons who share an interest in art. The residence-grown shop supplies doorstep delivery across India of all important art supplies ranging from canvas to paints. “We have 50-plus Indian and international art supply brands under our roof. Not just products, we also provide recommendations to artists beginning their journey. We have also recently entered into the space of art workshops with experienced trainers,” shares the 47-year-old, adding that they are presently working on their site and strategy to launch it this year.
Thanks to platforms like WhatsApp and Instagram, she says, ease of carrying out small business has enhanced significantly. However, she is conscious that not all of them are equally trustworthy. “We are assured that Instagram does not sell its data. However, policies regarding access to the camera and communication do sound concerning and, hence, our team takes preventive measures to keep our consumers’ data safe. The shipping address and personal details are gathered via Google forms and payment is collected via UPI platforms, thus ensuring zero data leakage,” she asserts.
Through Instagram, the startup reached 50,000 relevant accounts in the previous six months, which would have been tricky otherwise, she confesses. “The ease of creating content and features like hashtags, tagging and repost have helped us reach potential leads and plan our business strategy in line with the demographic info of our audience. The performance metrics allow us to understand which product is grabbing more attention,” she explains.
‘Privacy a concern but can’t live with out tech’
Bengaluru-based media specialist Akhila Damodaran does not fully grasp the fuss more than WhatsApp’s proposed information privacy policy. “Our privacy has been breached with our data being compromised already. Several apps, including music and food delivery apps, need permission to your phone logs and text messages. And if you don’t give access, they don’t work. We are left with no choice but to accept these terms. So I do not understand why there’s so much fuss about WhatsApp when all our information is out there already. There’s no privacy at all and you can’t help it. In the digital world, one can neither stop using apps nor phones,” she says.
Not surprisingly, Damodaran says, she will continue working with these apps as she did just before. “I am, of course, not happy about it, but I feel helpless,” she says.
Unlike her, even though, there are quite a few who will not stand for their information getting compromised. Delhi-based civil engineer Aditi Singh is one of them. “If there is a risk of breach, I would not continue with the existing platform and will prefer to switch over to any other reliable and safe platform. It does not matter whether the platform is small or big, but that our data is secure and safe. For now, though, I will continue to use WhatsApp and Facebook to connect with people and shop online,” she says.
Some customers are confident that the messaging platform will not let them down. Agra-based education counsellor Alina Harun believes that if there are any loopholes the firm will work on it. “The company has given official statements as well and any loophole from their end would eventually reflect on their image. So I think they will work on improving user privacy and safety. As for me, I often shop online and my official chats are facilitated through WhatsApp, so that will continue for sure,” she says.
Bengaluru-based communications consultant Kumaran Prabhakar, nonetheless, is not waiting about for that and has currently switched to Signal. “Invasion in terms of asking permissions for certain information to run the app is okay. But if one wants to manage user data for reasons which are not completely known to the consumer, that’s not okay,” he asserts.
Noida-based pilot instructor Bhumika Saberwal, as well, is thinking about switching to Signal, which self-destructs messages and has finish-to-finish encryption, but does not have any plans to discontinue the use of Facebook, WhatsApp or any other buying apps ideal away.
For some like Lucknow-based style influencer Ananya Walia, social media is their livelihood. With 20,000 followers on Instagram, Walia earns by means of brand promotions. And so, Walia and a quantity of young influencers today stand by social media regardless of the many issues. “I will definitely continue using the apps as I have a considerable number of followers. I do have a problem with my data being shared for consumer insights without consent, but then it all works fine unless I am not being impacted directly in a negative way,” she gives.