Information we collect

1.1 Information you provide to us

• Identity and contact data — name, email address, phone number, delivery address(es), billing address and any other personal information.
• Account data — username, password (stored in encrypted or hashed form), order history, wishlist, saved addresses.
• Transaction data — items purchased, order value, delivery slot preference, applied coupons or credit notes.
• Communications — messages, emails, WhatsApp and call records, reviews, ratings, feedback, and support requests you send us.
• Payment-related data — payment method selected and transaction reference. Card, UPI, and net-banking credentials are collected and processed directly by our RBI-authorised payment gateway partner(s), not stored by us on our own servers.

1.2 Information collected automatically

• Device and usage data — IP address, browser type, device identifiers, operating system, pages viewed, time spent, referring and exit pages, and interactions with the Platform.
• Location data — approximate or precise location (where permitted by you) to determine delivery serviceability, hyperlocal delivery slots in Delhi NCR, and estimated delivery times.
• Cookies and similar technologies — session and persistent cookies, pixels, and local storage used for authentication, cart persistence, analytics, and personalisation. You can control cookies through your browser settings; disabling some cookies may limit Platform functionality.

1.3 Information from third parties

Delivery partners, payment gateways, and analytics or marketing service providers may share order-status, delivery-confirmation, fraud-risk, or aggregated usage data with us in connection with fulfilling your order or improving the Platform.

How we use your information

We use personal data for the following purposes, each grounded in performance of your order (contract), our legitimate business interests, applicable law, or your consent, as relevant:

1. To fulfil orders — process payments, pack and deliver products, coordinate with delivery partners, send order confirmations and delivery updates, and handle returns, exchanges, and refunds.
2. To operate and improve the Platform — maintain your account, provide customer support, troubleshoot issues, and monitor Platform performance and security.
3. To analyse and understand usage — study browsing, purchase, and engagement patterns to improve product selection, site design, and the overall shopping experience.
4. To personalise your experience — recommend products, tailor content, and remember preferences.
5. To send offers and marketing communications — including new-product alerts, promotions, discount codes, seasonal offers, and newsletters via email, SMS, WhatsApp, push notification, or call, where you have opted in or as otherwise permitted by applicable law. You may opt out at any time (see Section 7).
6. For other business purposes — internal record-keeping, audits, fraud prevention and risk management, enforcing our Terms of Service, complying with legal and regulatory obligations, and any other purpose reasonably necessary for the operation of our business, provided such use is consistent with the DPDP Act and this Policy.

How we share your information

We do not sell your personal data. We share it only as follows:

• Delivery and logistics partners — to fulfil and track your order.
• Payment gateways and financial institutions — to process payments and refunds securely.
• Brand suppliers and vendors whose products you purchase — to the extent necessary for order fulfilment, quality feedback, or warranty and returns handling.
• Service providers — including hosting, analytics, customer support, SMS, email and WhatsApp communication platforms, and marketing technology vendors, acting on our instructions and bound by confidentiality and data-protection obligations.
• Professional advisors and authorities — where required to comply with law, regulation, legal process, or a valid governmental request, or to protect the rights, property, or safety of purepicked, our users, or the public.
• In connection with a business transaction — such as a merger, acquisition, financing, or sale of assets, subject to appropriate confidentiality safeguards.

Data retention

We retain personal data for as long as necessary to fulfil the purposes described in this Policy, including to complete transactions, comply with tax, accounting, and other legal obligations, resolve disputes, and enforce our agreements. Where data is no longer required for these purposes, we take reasonable steps to delete, anonymise, or securely archive it, unless a longer retention period is required by law.

Data security

We implement reasonable security practices and procedures, including encryption in transit, access controls, and restricted internal access, to protect personal data against unauthorised access, alteration, disclosure, or destruction. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

Content, images, and brand ownership

All text, product descriptions, verdicts, ratings, graphics, logos, photographs, videos, and other content made available on the Platform ("Content") are the property of purepicked or our brand and supplier partners, and are protected under applicable Indian copyright, trademark, and other intellectual property laws. Content supplied by brand suppliers (including product images and packaging visuals) remains the property of the respective supplier and is used under licence or with permission. You may not copy, reproduce, republish, distribute, or create derivative works from any Content without prior written permission from purepicked or the relevant rights holder.

Your rights and choices

Subject to the DPDP Act and applicable law, you have the right to:

• Access the personal data we hold about you.
• Correct or update inaccurate or incomplete data.
• Withdraw consent for processing based on consent (such as marketing communications), without affecting the lawfulness of processing carried out before withdrawal.
• Request erasure of your personal data, subject to our legal and legitimate business retention requirements.
• Nominate another individual to exercise your rights on your behalf in the event of death or incapacity, as provided under the DPDP Act.
• Grievance redressal — by contacting our Grievance Officer (Section 10).

Children's data

The Platform is intended for use by individuals who are 18 years of age or older, or who otherwise have the legal capacity to enter into a binding contract under Indian law. We do not knowingly collect personal data from children. If you believe a child has provided us personal data, please contact us so we can take appropriate action.

Third-party links

The Platform may contain links to third-party websites or services (including brand-supplier websites and payment gateways) that are not operated by us. This Privacy Policy does not apply to those third-party sites, and we encourage you to review their privacy policies separately.

Grievance Officer

In accordance with the Information Technology Act, 2000, the DPDP Act, and the Consumer Protection (E-Commerce) Rules, 2020, the Grievance Officer for purepicked is:

Changes to this Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or applicable law. The "Last updated" date at the top will reflect the most recent revision. Material changes will be notified through the Platform or via email or SMS where required by law. Continued use of the Platform after changes take effect constitutes acceptance of the revised Policy.

Governing law and jurisdiction

This Privacy Policy is governed by the laws of India. Courts at Ghaziabad, Uttar Pradesh shall have exclusive jurisdiction over any disputes arising in connection with this Policy, subject to Section 17 (Dispute Resolution) of our Terms of Service.

Contact us

For questions about this Privacy Policy or how we handle your data, write to us at care@purepicked.store. For a formal grievance, mark your email for the attention of our Grievance Officer.