Hyderabad/Vijayawada: Ever walked into a mall or a supermarket only to have a sales executive lurking near the entrance or exit thrust a pen and a small form in your face asking you to share your contact details to participate in a lucky draw?In the digital age, where data is often described as the new gold, consumers are also being badgered by outlets to part with their phone numbers for purchases ranging from jewellery to even emergency medicine at pharmacies or chocolates at supermarkets, despite clear rules barring the unnecessary collection of personal data.Courts have repeatedly fined shopkeepers for insisting on customers’ mobile numbers. Yet enforcement remains weak, and the practice continues largely unchecked, raising serious questions about compliance with the Digital Personal Data Protection Act (DPDP Act) and the protection of consumer privacy.Many consumers TOI spoke to expressed concerns about their mobile numbers ending up in the wrong hands or being used for marketing and other activities without their consent. At the same time, some are aware that they can refuse to share their number but provide it in exchange for rewards and other benefitsPaperless transactions at movie theatresThis practice is not just limited to retail stores. Even moviegoers who walk up to buy tickets at box offices in malls or local cinema halls say they are asked to provide their mobile numbers so that tickets can be sent digitally.Consumers point out that they are rarely told how long their numbers will be stored in a company’s database or whether the data could be used for other purposes, including marketing or sharing with third parties.“It’s always a hassle. Many people give their numbers without even thinking for a second. When I ask the person at the counter why they need my number when I am physically present to collect the ticket, they never have a clear answer. They just say it is mandatory to complete the purchase,” says N Naresh, a frequent moviegoer.He adds that while standalone theatres sometimes allow customers to proceed without sharing their number if they insist, the same flexibility is rarely seen at large multiplex chains.Consumers also argue that even if theatres want to go paperless, they could offer alternatives such as email IDs instead of insisting on phone numbers, which many say often leads to a spike in spam calls.“I am worried when someone asks for my number casually for small purchases, as it is linked to several accounts and could expose sensitive information. Theatres and shops should stop this practice unless there is a reasonable justification for collecting people’s numbers,” says K Sridevi, an IT professional.She points out that when customers read out their numbers aloud at billing counters, there is also a risk of misuse by anyone within earshot.Customers prefer standalone shops over branded jewellery outlets K Ramanaiah, an insurance executive in Vijayawada, says he prefers buying gold and silver ornaments from standalone jewellery shops in the One Town market rather than branded chains.“I avoid visiting branded jewellery showrooms and choose standalone shops as they do not mandate customers to share personal information. At branded outlets, it becomes a herculean task to make a purchase as one has to provide personal data such as Aadhaar details and mobile number. Without these, they do not proceed with the transaction. I don’t face this issue at smaller jewellery shops in the market area,” he says.Ramanaiah, adds that, to his knowledge, the government of India norms do not require businesses to collect personal data for routine purchases, but enforcement appears inadequate.“There must be a mechanism to penalise businesses that deny service to customers who are unwilling to share personal information. These days, almost all businesses across sectors insist on collecting mobile numbers,” he points out.Several customers in Vijayawada voiced similar concerns, saying they consciously avoid branded jewellery showrooms because of their mandatory data collection practices during purchases.For easy returns, reward points at pharmaciesFrom life-saving medicines to a strip of paracetamol or a tube of pain-relief balm, consumers say they are routinely asked to provide their phone numbers to generate a bill.In many cases, shopkeepers say they are following company policy and that billing systems cannot generate invoices without a registered mobile number. Consumers say this is especially common at pharmacy retail chains.“I went to buy a pain relief balm at a well-known medical store, and they refused to sell it unless I gave my phone number. I don’t understand why they need my number when I am not asking for any prohibited drug or making a high-value purchase,” asks B Sandeep Reddy, a construction professional.Some customers admit they do not argue when asked for their number, fearing shops may later refuse returns if no mobile number is linked to the purchase.“For some reason, I might have to return a medicine or product. I do not want to take a chance, so I give my number as it makes returns hassle-free. However, I do not understand how a shop can refuse returns just because we did not share a mobile number while making a purchase,” said Sujatha L, another consumer.Others say they share their numbers to accumulate reward points that can later be redeemed at the pharmacy.Divided opinion among customers visiting supermarkets, retail storesEven when buying groceries, apparel or electronic goods from corporate retail outlets, customers say they are routinely asked to provide their mobile numbers at billing counters. Many shoppers feel the practice is increasingly being treated as compulsory, despite their reluctance to share personal information.In Vijayawada, several jewellery outlets and supermarkets have reportedly been insisting on mobile numbers during billing.However, not all customers view the practice negatively. Jwytha Veerabhadra, a 23-year-old shopper, says she willingly shares her mobile number at supermarkets and apparel stores.“Every time I visit a supermarket or an apparel outlet, I readily give my mobile number when asked at the billing counter. I share it because I want updates about ongoing offers, product availability on WhatsApp, and to redeem reward points credited to my number during shopping,” she explains.On concerns about potential misuse of personal data, she has limited apprehension. “The number might be shared with subsidiary companies, especially since many brands operate across multiple sectors. But I don’t think businesses will share personal data with unknown individuals or entities,” she says.She, however, says her stance would change if she any misuse of her data results in financial loss.“As long as I do not incur any financial loss, I am comfortable sharing my mobile number. But if I were to lose money in a fraud committed using my number, I would stop sharing it with businesses,” Jwytha adds.Lured by incentives — Other establishmentsConsumers say even small eateries, footwear shops and clothing stores are increasingly making phone numbers mandatory without realising that the practice could be illegal.Reward points, discounts or even the lure of winning a vacation are often used as incentives to coax customers into sharing their numbers, they add.“It’s ironic that in most cases there is no proper way to track or redeem these reward points. We rarely use them. The real benefit is for the vendor, who gains access to our numbers,” says D Sai Kiran, a tech professional.Under the DPDP Act, a consumer cannot be denied service for refusing to provide a mobile number unless the information is essential to delivering the service, such as for mobile recharges or top-ups.Amounts to unfair trade practiceAdvocates handling consumer cases say no establishment can demand a mobile number or refuse to issue a bill or provide a service if a customer declines to share it.“Phone numbers fall under personal data. A consumer is not obligated to disclose it, and no business can refuse to sell a product or service merely because a customer declines to provide their number. If a consumer demands, an establishment has to issue a proper bill or invoice irrespective of the size of the purchase. Any such violation amounts to an unfair trade practice, and the consumer can approach a court seeking compensation or other appropriate directions,” says V Gouri Shankar, advocate and honorary chairman of the Confederation of All Telangana Consumer Organisations (CATCO).Advocates also caution consumers to remain vigilant, as personal data can be sold to third parties, misused for marketing purposes, or even deployed to train AI models. After collecting payments, if any establishment refuses to give a bill for any reason, including refusing to provide a phone number, a consumer can approach us with proof of payment and lodge a complaint. A penalty of up to Rs 50,000 can be imposed for not issuing a bill, said an official from commercial taxes. How to lodge a complaint?If an establishment refuses to provide a bill after payment:Check if an establishment is registered under GSTKeep proof of paymentLodge a complaint online on the GST portal / grievance portal — https://www.gst.gov.in/Contact National Consumer Helpline (1915), if neededApproach authorities if the issue is not resolvedIf an establishment refuses to sell or provide service for refusing to give a phone number:Write a complaint with details, evidence, and relief soughtIdentify the right forum: District Commission (claim ≤ Rs 50 lakh) or State Commission (claim between Rs 50 lakh and Rs 2 crore) File online via the e-Jagriti consumer complaint portal Pay the court fee based on your claim amountWhat does the new DPDP Act say? Under the DPDP Act, a consumer cannot be denied service for refusing to provide a mobile number unless the information is essential to delivering the service, such as for mobile recharges or top-upsRetailers will have to offer alternatives like email receipts or physical copiesProvide clear disclosures on the purpose of collecting numbers and assurances that data will not be reused or sold.Once the purpose is met or consent is withdrawn, the data must be deletedOrganisations are also obliged to implement safeguards to prevent unauthorised collection, use, or leakage of consumer numbers
