1. Introduction and Scope
This Privacy Policy governs the manner in which Arum Apparel LLP a company incorporated under the provisions of the Companies Act, 2013 and having its registered office at G-110, 2nd floor Sector 63 Noida which owns, operates and manages the fashion, apparel and lifestyle brand Nitika Bali including its website Nitikabali.com collects, uses, stores, processes, transfers, discloses and protects information of users who browse, access, register, place orders, communicate, interact or otherwise avail any services through the Platform. For the purposes of this Privacy Policy, the terms “We”, “Us” and “Our” refer to the Company and the terms “You”, “Your”, “Yourself” and “User” refer to any person accessing or using the Platform. The Company is engaged in the business of online and offline retail, marketing, promotion, sale, fulfilment, warehousing and distribution of fashion apparel, footwear, accessories, personal care, lifestyle products and allied merchandise, and also undertakes influencer marketing, brand collaborations, customer loyalty programmes, promotional campaigns and customer relationship management activities, all of which require lawful collection and processing of personal data.
This Privacy Policy is an electronic record under the Information Technology Act, 2000, the rules made thereunder, the Digital Personal Data Protection Act, 2023 and the Consumer Protection (E-commerce) Rules, 2020. By accessing or using the Platform, You expressly consent to the collection, use, storage, processing and disclosure of Your information in accordance with this Privacy Policy. If You do not agree, You must discontinue use of the Platform immediately.
If You are below eighteen years of age, You represent that You are using the Platform through a parent or legal guardian who has accepted this Privacy Policy on Your behalf and who shall be responsible for Your use of the Platform.
2. Nature of Information Collected
The Company collects information when you browse the Platform, register an account, place orders, request returns or refunds, contact customer support, participate in promotions, subscribe to newsletters, interact with influencer campaigns or otherwise engage with the Platform. The information collected includes personal information such as Your name, email address, mobile number, billing and shipping address, date of birth, gender, size and fit preferences, and any other details You voluntarily provide. Where required for regulatory compliance, fraud prevention or refunds, You may also be asked to provide identity documents such as PAN or other government-issued identification.
The Company may also collect sensitive personal data such as passwords and payment instrument details including credit cards, debit cards, UPI, wallets and bank account references. Payment data is processed through secure third-party payment gateways and is not stored in full by the Company. In limited circumstances, health or biometric information may be collected if You choose to provide it for size customization, special tailoring or accessibility-related requests.
In addition, the Company collects transactional data relating to Your orders, browsing behaviour, purchase history, wishlists, returns, refunds, coupon usage and loyalty points, which helps in fulfilment, customer support, fraud prevention, inventory planning and marketing analytics.
The Company also automatically collects technical data including IP address, device type, operating system, browser type, device identifiers, approximate or precise location (subject to permissions), session logs and interaction patterns using cookies, SDKs and similar technologies to ensure platform security, performance, fraud detection and personalised shopping experiences.
3. Purpose and Use of Information
The information collected is used for processing and fulfilling Your orders, arranging warehousing, packaging and delivery, managing returns, refunds and exchanges, providing customer support, preventing fraud and misuse, complying with tax and regulatory obligations, maintaining accounting and audit records, sending transactional communications such as order confirmations and delivery updates, running promotional campaigns, personalising fashion recommendations, managing loyalty programmes and influencer partnerships, improving product design and assortment planning, and enhancing the overall Platform experience. The Company may also use aggregated and anonymised data for analytics, business intelligence and strategic decision-making.
4. Communication and Marketing
The Company may communicate with You through email, SMS, WhatsApp, push notifications, phone calls or in-app messages for order updates, customer service, product launches, offers, seasonal sales, influencer collaborations and loyalty programmes. You may opt out of marketing communications at any time, but You will continue to receive essential transactional and service-related communications.
5. Disclosure and Sharing of Information
The Company may share Your information with third-party service providers such as payment gateways, banks, courier and logistics partners, warehousing providers, marketing agencies, IT and cloud hosting vendors, CRM and analytics partners, all of whom are contractually required to maintain confidentiality and data protection standards. Your information may also be disclosed to law enforcement, courts, regulators or government authorities when required by law or to protect legal rights or prevent illegal activities. In the event of a merger, acquisition or business transfer, Your data may be transferred as part of business continuity subject to lawful safeguards.
The Company may also transfer data outside India using secure cloud infrastructure, provided that equivalent data protection standards are maintained.
6. Security Practices
The Company has implemented commercially reasonable, industry-standard and legally compliant technical, administrative and organisational safeguards to protect the confidentiality, integrity and availability of the Personal Information and Sensitive Personal Data collected and processed through the Platform, including but not limited to secure server infrastructure, encryption technologies, access control mechanisms, role-based data access, network security monitoring, secure payment gateways, and periodic system audits, in order to prevent unauthorised access, misuse, loss, alteration or disclosure of such data. Notwithstanding the foregoing, You acknowledge that no data transmission over the internet or electronic storage system is completely secure, and accordingly, the Company does not guarantee absolute security of Your information. You further acknowledge that You are solely responsible for maintaining the confidentiality of Your login credentials, OTPs, passwords and account information, and for all activities that occur under Your account. Any loss or damage arising from unauthorised access resulting from Your failure to secure Your credentials shall be at Your own risk. The Company shall not be liable for any security breach, data loss or unauthorised disclosure caused by hacking, malware, phishing attacks, cyber incidents, failures of third-party service providers, cloud infrastructure breaches, or any force majeure event including natural disasters, regulatory shutdowns, internet failures, wars, pandemics or governmental restrictions.
7. Data Retention
The Company shall retain Your Personal Information, Sensitive Personal Data and transactional records only for such period as is necessary to fulfil the purposes for which the data was collected, including but not limited to order processing, customer service, accounting, taxation, fraud prevention, dispute resolution, regulatory compliance and enforcement of legal rights, and thereafter only for such duration as is required or permitted under applicable law. Where You request deletion of Your data or close Your account, the Company shall delete or anonymise such data in accordance with applicable law, except to the extent retention is required for legal, regulatory, audit, accounting or legitimate business purposes. You acknowledge that certain transactional, tax, audit and dispute-related records may be retained even after account deletion, and such retention shall not be deemed a violation of Your rights.
8. Third-Party Links and External Platforms
The Platform may contain links to or integrations with third-party websites, payment gateways, courier portals, influencer pages, social media platforms or advertising networks which are not owned, operated or controlled by the Company. Such third parties may collect, process or store Your information independently and in accordance with their own privacy policies. The Company does not exercise any control over such third-party data practices and shall not be responsible or liable for any breach, misuse, loss or unauthorised disclosure of Your information by such third parties. You are advised to review the privacy policies and terms of such third-party platforms before providing any information to them, and You agree that Your interactions with such platforms are entirely at Your own risk.
9. User Content and Public Posts
Any reviews, ratings, testimonials, images, videos, comments or other content submitted, uploaded or published by You on publicly accessible areas of the Platform shall be treated as non-confidential and may be viewed by other users and the general public. By posting such content, You grant the Company a perpetual, irrevocable, worldwide, royalty-free, transferable licence to use, reproduce, modify, display, distribute and exploit such content for marketing, branding, promotional, commercial and business purposes in any media. The Company reserves the right, at its sole discretion, to remove, edit or restrict access to any user-generated content that violates applicable law, platform policies or third-party rights, or that is misleading, defamatory, obscene, infringing or otherwise objectionable.
10. User Rights and Consent
You have the right to access, review, update, correct or delete Your Personal Information stored with the Company, subject to verification of identity and applicable legal restrictions. You may also withdraw Your consent for the processing of Your data at any time by using account settings or contacting the Company; however, You acknowledge that withdrawal of consent may result in the Company being unable to provide certain or all services to You, including processing orders, issuing refunds or providing customer support. The Company shall not be liable for any consequences arising from such withdrawal of consent. The Company may also refuse or limit requests where such action would violate legal obligations, infringe third-party rights or interfere with regulatory compliance.
11. Grievance Redressal Mechanism
In accordance with applicable laws including the Information Technology Act, 2000 and the Digital Personal Data Protection Act, 2023, the Company has appointed a Grievance Officer to address complaints, grievances or concerns relating to the collection, use, processing or disclosure of Personal Information. You may contact the Grievance Officer at [legal@brandname.com], and the Company shall make reasonable efforts to respond and resolve such complaints within the timeframes prescribed by law.
12. Amendments and Updates to this Privacy Policy
The Company reserves the unconditional right to amend, modify, update or replace this Privacy Policy at any time in order to reflect changes in law, technology, business practices or regulatory requirements. Any such changes shall be effective immediately upon being posted on the Platform, and Your continued use of the Platform after such posting shall constitute Your acceptance of the revised Privacy Policy. You are advised to review this Privacy Policy periodically to remain informed of how Your data is being protected and used.