• Dr. Seema Kashyap
• Priyanka

Abstract Consumers constitute the largest unorganised public body. The consumer represents the last point of the process of production, distribution, exchange and consumption. Every person is a consumer in one form or another. Consumers do not constitute a separate class as everybody is included in it. Consumer rights have evolved when e-commerce and e-shopping are becoming vital parts of our lives. No transaction is possible without allowing permission to share personal information through online mode and it provides the rights to data protection of consumer in online sphere. The momentum of digitization witnessed among various business sectors has led to unprecedented amount of collection, sharing and exchanging of consumer information. Data surrounds us in our day to day lives with every action that we perform even a single word typed is a kind of data. Data is central to the process of digitization. It is important to incorporate data privacy centric designs for security and privacy, especially keeping in mind the growing regulatory interventions in this space. While organizations tend to take adequate measures to protect consumer privacy consumer data is increasingly crossing the organizational boundary due to the ubiquitous nature of digitization. Regulatory requirements obligations and liabilities are increasingly making organisations accountable for consumer privacy. For successful digitization gathering confidence of consumers and satisfying increasing obligations privacy protection should be beyond organizational boundary and should enable consumers with instruments, tools and alternatives to protect their data in diverse operating environment.

Consumer, Data Protection, Digitization, E- commerce, Organisation

"Rights of Comsumers: With special Reference to Data Protection", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 12, page no.b675-b685, December-2022, Available :http://www.jetir.org/papers/JETIR2212171.pdf

"Rights of Comsumers: With special Reference to Data Protection", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 12, page no. ppb675-b685, December-2022, Available at : http://www.jetir.org/papers/JETIR2212171.pdf