Are Indian Shoppers Giving Away Too Much Data For Too Little In Loyalty Points?

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Walk into any supermarket, fashion store or pharmacy, and a familiar line appears at the billing counter, ‘ May I have your phone number ‘. It has become so routine that many people share it without hesitation because it feels mandatory, almost administrative. The line behind the shopper is long, the store is noisy, and a quick purchase suddenly becomes a minor negotiation.

What people rarely understand is that what may feel like an innocent request often forms the backbone of a powerful data-collection system that links your identity with your spending habits, location patterns and digital footprint. India’s booming loyalty and rewards economy has normalised this exchange, but the implications are far deeper than a simple discount code.

Why Retailers Ask for t