Balancing Ethics and Economics

Abstract

In this chapter, the authors unravel the intricate dance between ethics, data governance, and economics in India's vibrant digital marketing sphere. It's a deep dive into how India, a burgeoning digital powerhouse, grapples with the challenges of protecting consumer data while fostering ethical marketing. The authors shed light on the crucial role data plays in today's marketing strategies in India and ponder the repercussions for consumer privacy. By critically examining India's current data protection laws and stacking them up against global benchmarks, the authors pinpoint areas ripe for innovation. The unique hurdles Indian marketers face in the big data era are laid bare, and the authors explore cutting-edge tech solutions that promise to guide ethical choices and policy shaping. Wrapping up, the chapter casts an eye to the future, envisioning a balanced path for India's economic growth that doesn't lose sight of ethical marketing and robust data governance. It's about charting a course for an economy that's digital-first but ethics-forward.