Last updated: 14 July 2026
This Privacy Policy explains what personal information SellGoLive collects from buyers and sellers, why we collect it, who we share it with, how long we keep it, and the rights you have under India’s Digital Personal Data Protection Act, 2023. It applies to the SellGoLive app and website.
Contents17 sections
- 1About this Policy
- 2Scope and Applicability
- 3Definitions
- 4Notice at the time of collection of PI
- 5Processing of Personal Information by the Company
- 6Sharing and Disclosure of Personal Information
- 7How to exercise Your rights
- 8Responsibilities of Users
- 9Responsibility of Platform as an Intermediary and E-commerce
- 10Third-party links
- 11Data Storage
- 12Children’s/Minor’s Data
- 13Cross Border Data Transfer
- 14Information Security
- 15Retention Policy
- 16Notices and Revisions
- 17Grievance Redressal
1About this Policy
1.1Sellgolive Private Limited (hereinafter referred to as “We/Our/Company”) is a company incorporated and registered under the Companies Act, 2013 having CIN U47910HR2025PTC136606 and registered office address at C-1791, Sushant Lok Phase, 1 Gurugram, Galleria Dlf-IV, , Haryana, India, 122009.
1.3The Company is committed to protect the privacy of its Users. This Privacy Policy (hereinafter referred to as “Policy”) serves as a Privacy Notice for the Platform and the Services provided under it. As a User You may visit and/or browse the Platform, purchase and sell of the Products and Services, enquire and/or avail any other ancillary services from the Platform. To facilitate the use of these Services, We shall ask Your Consent before processing Your Personal Information (PI).
2Scope and Applicability
2.1This Policy is published and shall be construed in accordance with the provisions of the Digital Personal Data Protection Act, 2023 and Rules thereunder (hereinafter referred to as the “DPDP Act”) and the Information Technology Act, 2000 and Rules thereunder and other applicable laws enacted from time to time (hereinafter collectively referred to as the “Applicable Laws”).
2.2This Policy applies to Personal Information that We collect and/or receive from:
- Visitors to the Platform;
- Customers who purchase and use Platform Services.
- Users who communicate with Us through the Platform
2.3The Policy shall apply to Users located in India and any User who’s Personal Information is processed in connection with Services offered in India.
2.4The Policy does not apply to any aggregated or de-identified data that cannot be reasonably re-identified.
2.5This Policy should be read in conjunction with the Terms of Use/Terms and Conditions, any specific Notices, Consent requests, or disclosures provided at the time of collection of PI.
3Definitions
3.1Account means the online account registered by the Data Principal on the platform and by which You are able to access the Platform or use any of its Services.
3.2Buyer means a User who purchases or intends to purchase products or services through the Platform.
3.3Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.
3.4Consent means an affirmative action signifying Your agreement to the processing of Your Personal Information.
3.5Data Fiduciary means any entity who alone or in conjunction with other persons determines the purpose and means of processing of PI.
3.6Data Processor means any entity who processes PI on behalf of a Data Fiduciary
3.7Lawful Guardian shall mean an individual who is legally appointed to provide Consent on behalf of a Minor or a Person with Disability as identifiable under the applicable laws
3.8Child/Minor/Children shall mean any person below the age of 18 years.
3.9Notice refers to any communication, including this Privacy Policy, by which We inform Users of the nature, purpose, legal basis, and conditions of processing of their PI in compliance with the Applicable Laws.
3.11Personal Information/PI includes any information or set of information, whether alone or in combination with other Personal Information which is sufficient to identify the User.
3.12Seller means a User who list, offer or sale products and services through the Platform.
3.13Service (s) refers to the products and/or services provided through the Platform which includes participating in real-time auctions, purchasing of Product, etc. for Buyers and cataloging in virtual shops, live video streaming for bidding, etc. for Seller and as also mentioned in the Terms of Use
3.14Service Provider refers to any third-party legal entity/company or individuals who provide Services and processes PI on Our behalf or help analyze how the Services have been used.
3.15Usage Data refers to data generated using the Services on the Platform.
3.16User/You means the individual, company/corporate entity, or other legal entity that access or uses the Service on the Platform as applicable.
4Notice at the time of collection of PI
4.1At the time of collection of Your PI, the Company shall provide You with a clear and accessible Notice specifying:
- The PI proposed to be collected
- The purpose(s) for which such PI is collected and processed;
- The manner in which Consent may be withdrawn, wherever applicable;
- The consequences of withdrawal of Consent;
- The manner in which the Data Principal may exercise their rights under the DPDP Act; and
- The details of the grievance redressal mechanism
4.2Such Notice may be provided through this Policy, supplemented by contextual Notices, depending on the nature of interaction with the Data Principals.
5Processing of Personal Information by the Company
For Buyers
When You access and use the Platform, You share some PI with Us. An indicative itemized list of PI shared by You along with the corresponding purposes is as follows:
| Sr. No |
Information Shared by You |
Purposes for which We seek your explicit Consent |
| 5.1.1 |
At the time of registration: To access the Platform, You shall be required to create an Account and register Yourself as a Buyer. You shall be required to provide the following PI, during the registration process: User Name Email ID Phone number Age Bank account details/payment data Live Location |
To allow access to Your Account, avail Services as per the locations, manage Your Account and access different functionalities as a registered User. To allow Us to verify the age of the User and eligibility to use the Platform. To inform You about the latest offers, deals and vouchers, events, extend customer support and resolve queries, send promotional offers, newsletters and marketing communications, issue security alerts and fraud notices, changes and updates. To enable the Company to comply with its legal, regulatory and statutory obligations; To allow Us to unlock auction based on the location **Please note that all payments made through our Platform are routed through a third-party payment gateway i.e. RazorPay. We do not store any payment or card related information which You may provide in the course of making such payments, such as card number, account number, validity date, expiry date or CVV number. |
| 5.1.2. |
Transaction and Logistics- Shipping Address Billing Address |
For the purpose of order fulfilment, delivery and tracking of product delivery |
| 5.1.3 |
Live stream/Interaction Data- When you participate in the live auction, We collect following information- Live recordings of the show (Seller-side) Profile picture Chat messages and reactions Comments |
To power the live auction experience and enable real-time interaction. To serve you better and help solve your query related to product and service delivery. To promote Platform by various marketing companies including but not limited to social media Platform |
For Seller
| Sr. No. |
Information You share with Us |
Purposes for which we seek your explicit Consent |
| 5.2.1 |
For Seller registering on the Platform, the following information is required to transact with Us: User Name Email ID Phone number Age Profile picture and banner picture Shop / brand name and bio PAN Card GST Details Pickup location for shipments Aadhaar Card Bank Account Details Location Data |
To verify Seller identities, List products, facilitate live auctions on the Platform, to facilitate payments and communication and support on the Platform between the Seller and Buyer. To facilitate the delivery and pick up of Products and Services To manage Seller Accounts and for the purpose of KYC Verification. For legal and regulatory compliance purpose To track “Seller Penalties” (debts owed to the Platform for cancellations of orders) **Please note that all KYC Verification is conducted by third party i.e. RazorPay. We do not store any bank account details which You may provide in the course of such verification. |
| 5.2.2 |
Live stream/Interaction Data – Live- recording In-app chats and communication Bid and auction telemetry on each show |
To facilitate interaction between Buyer and Seller and resolve “Not as described” product claims. You may choose to interact with Us through in-app chats and communication on the Platform. We use this information to resolve the queries and serve You better. Live recording is used for marketing purpose and promoting the Seller’s shop on the Platform and the social media Platform. |
Photographs and Videos
We may seek permission to access Your mobile device and camera for You to participate in auction and upload photographs and videos:
5.1For Buyer- to upload photos or videos for product reviews, return-evidence claims, or queries.
5.2For Seller- to create an inventory or upload in real time for purpose of facilitating the sale of Your products and services.
Information We collect automatically
| 5.4.1 |
At the time of browsing the Platform: When You browse/use Our Platform- - User preferences and activity records. - IP address. - Device information: device ID, brand, model, operating-system version, app version Account Information – Post-registration on Platform, data shall be generated dependant on your usage including User preferences, activity records, IP address, device id, etc. |
To provide the Services or Products purchased by You To identify You To improve the Services provided to You through Our Platform To create personalized content based on Your preferences |
| 5.4.2 |
Service Usage Information We collect certain information about Your use of the Services, such as how often You use the Apps, how You interact with the Services, and actions You take when interacting with the Platform. |
In order to help us ensure the Services are functioning correctly, tailor your experience, and improve our offerings. Along with maintaining security of the platform |
| 5.4.3 |
Personalization of Services To enhance Your experience on the Platform. We may deliver personalized notifications, and messages, including reminders or prompts To read more how information is processed for personalized services, kindly refer Our Cookie Policy at Section 5 (Processing of Personal Information) |
To remember your preferences and indicated interests and to improve the Services provided to You through Our Platform |
Data Collected through Social Media Platform
5.3If You choose to register or sign-in on our Platform using a third-party social media account, We may collect basic PI such as Your name, email address and profile photo, based on what You allow the social media platform to share with Us.
5.4Each Social media Platform may independently collect and use PI as per their respective Privacy Policies, over which the Platform has no control. Users are encouraged to review the respective platform’s privacy policy before using social logins.
5.5For more information on the use of social media logins and related practices, kindly refer Terms & Conditions.
Data Collected through Appstore/Playstore
5.6When You choose to install and use our platform on a device running Android or iOS, You acknowledge that the respective operating system provider (Google for Android, Apple for iOS) may independently collect and process certain information from Your device. This collection is governed solely by their own privacy policies and practices. You should review and understand the privacy policies of Google and Apple to know what data they collect and how it is used.
5.7Our company is not responsible for, nor can we control, the data collection, processing, or security practices of Google or Apple. Any breach, misuse, or unauthorized disclosure arising from their systems is outside the scope of our responsibility.
6Sharing and Disclosure of Personal Information
6.1The Platform may disclose and/or share Your PI to certain third-parties only for the purposes described in this Policy, on Your Consent and to fulfill our legal and contractual obligations in accordance with the Applicable Laws. The Platform does not sell Your PI or otherwise share it for any monetary or other consideration with any third-party.
6.2When We share Your PI, We ensure that appropriate technical and organizational safeguards are in place to protect Your PI by Us, and We also execute agreements with third party to they have implemented appropriate safeguards.
Profile Creation
6.3As a Buyer and User, You can choose to provide your name and other information in connection with Your Account and activity. Other people will be able to see your profile information, such as:
- Name
- Gender
- Profile Photo
- You bio
- Favourites and Collections
- Your interest and preferences on the Platform
- Products reviews
6.4As a Seller, You provide certain information for Your products and services. You can also choose to share other information (such as birthday, gender or location) in connection with your account and activity. Other people will be able to see your profile information, such as:
- Shop/Brand name
- Your name
- Location or business address (if applicable)
- Profile photo
- Your bio, catalogues
- Rating given to you by Buyers and Users
6.5When a live show is ongoing, the following information is visible to all viewers of the show, regardless of the privacy settings on the rest of Your profile:
- - Your username and profile picture
- - Your bid amount and bid order in the show
- - Your live-chat messages, comments and reactions
- - Any reviews or interactions You leave during the show
All Users are advised not to share sensitive PI in such public areas.
Mandatory Disclosures
6.6We are obliged to do certain mandatory disclosures to Governmental, judicial, or regulatory authorities, including such regulatory authorities located outside India, where disclosure is required to comply with applicable legal obligations
6.7In the event, We undergo any merger, acquisition, joint venture, or sale of Our assets, in part or in full, with another company/ entity, or in the unlikely event that We go out of business or enters bankruptcy. Any processing of Your PI would still be subject to the terms of this Privacy Policy. We shall notify You about the same by providing a notice displayed at our Website at least 30 days prior to such change and You shall be provided with an opportunity to opt-out from such sharing and disclosure.
Data Processor
6.8Where PI is processed by a Data Processor, Service Provider, Vendor or contractors engaged by the Platform such processing shall be governed by valid contract that imposes obligations on the Data Processor to process PI only on documented instructions of the Platform , to implement appropriate technical, legal as well as other safeguards and in accordance with this Privacy Policy.
| S. No. |
Data Processor |
Purpose |
| 1. |
Amazon Web Service (AWS) |
To provide You with the Platform Services such as live streaming option, storage of data and any other ancillary services related to the same. |
| 2. |
Razorpay , Cashfree (Payment Gateway) |
To enable financial transactions, payments and verification of Sellers by conducting Seller KYC. |
| 3. |
NimbusPost , Shiprocket |
For the purpose of providing To provide You with the logistic support and delivery of the Products and Services |
6.9We may share Your PI with Our Affiliates or group entities, where required for internal administrative or operational purposes for specific purposes and in the format which maintains the security of the PI within its lifetime.
6.10Our Data Processors implements appropriate privacy and security controls and are bound by strict agreements, technical and organizational measures such as encryption, access restrictions, data retention, and deletion protocols.
6.11We do not permit our Data Processors to use, disclose, or retain PI for any purpose other than providing services to Us, and We prohibit any onward transfer without Our prior written authorization and purposes compatible with the original purposes
Consent – Based Processing
6.12We process your PI only after obtaining your explicit and informed Consent, unless such processing is otherwise permitted or required under Applicable Laws.
Where You choose not to provide Consent, or subsequently withdraw Consent, We may be unable to provide certain essential services, features, or functionalities of the Platform that are dependent on such PI.
6.13We may ask You to renew Your Consent in case:
6.14Material changes to the Policy: if We update the Policy in a way that meaningfully changes how we collect, use of share your PI, we may notify you and ask for your renewed Consent before the changes take into effect.
Algorithmic Processing and Automated Decision Making
6.15We use the following automated processes:
6.16**Personalisation** — recommended shows, products and notifications are ranked by an algorithm that uses Your past activity, follows, favourites and watch-time on the Platform.
6.17**Fraud and abuse detection** — We run automated monitoring of bidding patterns, return claims and account behaviour to detect "Return Abuse", payment fraud and policy violations. This monitoring may flag an Account for human review and, in serious cases, may result in temporary suspension pending review.
6.18**AI-generated marketing media** — with the Seller's consent, We may use Amazon Bedrock to generate short marketing videos from Seller-supplied product images. We do not use Buyer images, voice or likeness for AI generation.
6.19In case We introduce algorithmic or automated processing in the future, We shall update this Privacy Policy to clearly along with Our Algorithmic Processing Policy.
7How to exercise Your rights
7.1When You access or use the Services on our Platform and share your Personal Information with Us, You have right to exercise Your rights. The right is dependent on the request made by You and does not relate to the PI of another individual available on the Platform. We may take reasonable steps to verify Your identity to ensure that the request is made by the concerned User (Data Principal) or an authorized person acting on Your behalf. We may deny or restrict requests that are manifestly unfounded, malicious, excessive, repetitive, or on the face of it do not seem a genuine exercise of rights or is not made by the concerned User.
7.2In case You exercise Your right by contacting Us as per
Clause 17, the evidence of Your request is the formal acknowledgment.
| Your Rights |
Details |
How to Exercise |
| Access |
You have the right to request a summary of the PI processed by Us on the same credentials shared by You while creating the Account, including details of the categories of PI collected and the processing activities undertaken. You can also obtain the identities of all Data Processors and Data Fiduciaries with whom your PI has been shared, in accordance with Applicable Laws. |
You may exercise the right by contacting Us at the details provided to You in Clause 17 (Grievance Redressal) |
| Correction and Updation |
You shall have the right to correction, completion and updation of the PI for the processing of which You have given consent. Sometimes We may also ask You to verify the PI that you may have shared with Us. Upon receiving Your request we shall accordingly correct, complete or update Your PI in our systems as well as in the systems of Our Data Processors. The evidence of rectification is immediately visible on the Platform. You can verify changes by navigating to the Account Tab. The updated information displayed there serves as the proof of rectification. |
Stages of exercising rights Post registration Profile Name and Mobile number can be rectified by accessing Your Account > Profile section Buyer can update Transaction Data i.e. Shipping Address and Payment Methods. This data is typically inputted or updated when You attempt to place a bid or buy an item. You must "Add payment Method" and "Add shipping address" to unlock Buyer features. Since the platform saves shipping info, you can update it in the Account > Payment and shipping section. Seller can update their KYC data i.e. PAN, GST, Aadhaar. As this PI involves third-party verification, "rectifying" this requires re-submission or contacting support if the application is rejected or business details change. |
| Withdrawal of Consent |
You may withdraw Your Consent at any time for the specified purposes for which such Consent was given unless such processing to fulfil obligations under Applicable Laws. Upon receipt of valid request, We shall within reasonable timeframe and within a reasonable time and subject to Applicable laws cease processing your PI for those purposes. Withdrawal of Consent shall not affect the lawfulness of any processing of PI carried out prior to the effective date of such withdrawal. You acknowledge that withdrawal of Consent may result in our inability to provide certain services, features, or functionalities that depend on such Personal Data, including continued access to the Platform or parts thereof. |
If case You wish to "correct Your PI by deleting Your Account or otherwise wish to delete Your Account or withdraw Your Consent", You can do so by writing to Grievance Officer as per Clause 17 or through Your Account setting. This will remove all Your PI, except for videos/ photos of the products in public domain. Withdrawal of Consent or deletion of Your Account shall be effective from the data of confirmation communicated to Your and such request shall be processed in accordance with Applicable Law. |
| Account Deletion |
Upon receipt of a valid deletion request, we shall, within a reasonable period, delete or anonymise your account and remove relevant PI from our active systems and, where applicable, from the systems of our authorised Data Processors, except to the extent retention is required or permitted under Applicable Laws. |
|
| Nominate a representative |
You may nominate an authorized representative to exercise Your privacy rights on Your behalf, who shall in the event of Your death or incapacity exercise Your rights. |
You may exercise the right by contacting Us at the details provided to You in Clause 17 (Grievance Redressal |
8Responsibilities of Users
As Users of the Platform, You shall have certain responsibilities:
8.1Comply with the provisions of all Applicable laws while exercising rights under the Applicable laws.
8.2Shall not impersonate another person while providing PI for any specified purpose.
8.3Shall not suppress any material information while providing personal data for any document, unique identifier, proof of identity, or proof of address issued by the State or any of its instrumentalities.
8.4Shall not register a false or frivolous grievance or complaint with the Company or with the Data Protection Board of India.
8.5While exercising the right to correction or erasure of PI, You shall furnish only such information as is verifiably authentic.
8.6The data that is stored on Your Device, the physical protection of such data and limited access and use of that data which will include the PI as well as the application as a whole as stored on Your Device shall be Your responsibility.
8.7Users must keep their usernames, passwords, and OTPs confidential and avoid sharing them with others.
8.8User shall be independently responsible for handling of PI in their possession in compliance with the Applicable Laws.
8.9Any unauthorized use of the PI or information available on the Platform not belonging to You can lead to cancellation of Your Account and shall also have legal implications as per Applicable Laws.
9Responsibility of Platform as an Intermediary and E-commerce
9.1The Platform operates as an Intermediary within the meaning of the Information Technology Act, 2000 and Rules thereunder.
9.2We follow Applicable Laws and take reasonable measures to comply with Our obligations as an intermediary, including responding to valid legal requests and removing or disabling access to content where required.
9.3The Platform is responsible for determining the purpose and means of processing PI collected directly through its own interfaces. If the users decide to share any information other than strictly required to fulfill the contract as indicated by the Platform, the Platform cannot be responsible for the same such as voluntarily disclosed information.
9.4In the event any user flags or reports content or information that is alleged to be contrary to the Platform’s Terms and Conditions and /or Applicable Law, the Platform shall review such content and take appropriate action in accordance with its internal policies and applicable legal requirements, including removal or restriction of access where necessary and removing or disabling access to content where required under Applicable Law
10Third-party links
10.1The Platform may contain links to third-party websites, applications, services, offers-including social media platforms or promotional partners, that are not owned or controlled by Us.
10.2Similarly, you may choose to interact with Us through some other third-party website, social media platforms, including but not limited to Instagram and Facebook, not owned or controlled by Us. In both the cases, we shall not be responsible for the Privacy practices of such third-party websites, websites and/or services. We encourage You to review the privacy policies of such third-party websites and platforms before providing them Your PI.
11Data Storage
11.1We may store the data generated from Our Platform on the systems managed by Us including on Cloud Storage (AWS) located in India.
11.2Payment data is stored by Our third-party payment gateway i.e. Razorpay.
12Children’s/Minor’s Data
We do not process and/or seek to collect any PI of an individual below the age of 18 years.
13Cross Border Data Transfer
This policy governs the processing of PI collected through Our Platform within the territory of India.
14Information Security
14.1We implement reasonable, technical and organizational measures to protect your PI from unauthorized access, disclosure, alteration or destruction. These measures are designed in accordance with the Applicable Laws, including but not limited to:
14.2Technical measures such as encryption (TLS 1.2+ in transit, AES-256 at rest), access controls, firewalls, AWS-managed secure servers, and malware protection .
14.3Organizational measures such as role-based access controls, employee confidentiality obligations, incident-response protocols, and information-security policies .
14.4Contractual measures requiring our Service Providers to process PI only as per Our documented instructions and to maintain similar levels of security and protection of PI as maintained by Us.
14.5PI collected through the Platform is processed lawfully, fairly, and for legitimate purposes. We take appropriate steps to ensure data accuracy, integrity, and confidentiality throughout its lifecycle.
14.6Access to User PI is restricted to authorized employees, contractors, or service providers who require such access for legitimate business, operational, or legal purposes and who are bound by confidentiality obligations.
14.7While We take all reasonable precautions to safeguard Your PI, no system can guarantee 100% security. In the event of any incident/data breach, We shall take all appropriate steps and measures under the Applicable Laws to mitigate any losses that may occur.
15Retention Policy
15.1We do not keep Your PI for longer than is necessary, that is to say to provide Services of Our Platform, unless We are required to retain such PI to fulfill the legal compliances or obligations as may be required under other applicable laws for the time being in force. We decide how long we need information on a case-by-case basis and depending on the retention laws applicable. The following factors typically affect the retention period:
15.2Necessity to provide our Services- We keep your information as long as necessary to provide the Services to you. This includes things like maintaining and improving the performance of our Platform, keeping our Services secure, and maintaining appropriate business and financial records. Most of our retention periods are determined on the basis of this general rule.
15.3If we process Your data on the basis of Consent (including Consent to the extended storage), We store the data for as long as necessary to process it according to Your Consent or until You withdraw Your Consent or delete Your Account.
15.4Notwithstanding the foregoing, we may retain certain PI for limited periods where such retention is necessary for:
- compliance with legal, regulatory, or statutory obligations;
- enforcement or performance of contractual obligations;
- establishment, exercise, or defence of legal claims, disputes, or investigations;
- audit, security, fraud‑prevention, or record‑keeping purposes.
15.5Data retained for the above purposes shall be protected using appropriate security measures and shall not be used for any purpose incompatible with the reason for which it is lawfully retained
15.6We will retain and use your information (PI) to the extent necessary to comply with our legal obligations, for example the standard retention period for certain data elements as per applicable sectoral laws.
Deletion of PI
15.7In case Your Account remains in-active for three years, We shall proceed to delete Your PI. However, We shall intimate You about the same at least 48 hours prior to such deletion.
16Notices and Revisions
We may update Our Privacy policy from time to time. We will notify You of any changes by posting the new Privacy policy on Our Platform. We will let You know via email prior to the change becoming effective and update the "Last updated" date at the top of this Privacy Notice.
17Grievance Redressal
17.1If You have any questions, comments, or concerns about our Privacy Policy, inquiries, concerns or complaints regarding your PI or this Privacy Policy, You may contact Us or write Us at :
- Name of the Grievance Officer – Prabhu Nath Singh
- Email ID- info@sellgolive.com
- Phone No.- 9811224805
- Address-C 1791 sushant lok phase 1 , Haryana Gurugram 122009
17.2We shall respond to Your requests within a reasonable timeframe of 48 hours from the receipt of such request. We shall endeavor to resolve your queries or requests within 15 days (or 1 month for Seller issues). In case of complex complaints, resolution may take up to 30–90 days, depending on the nature of the matter. Where a complaint involves significant complexity or requires extended investigation, appropriate remuneration or compensation may be considered in accordance with Applicable Laws and our internal policies. Fraud prevention measures are in place to monitor "Return Abuse" and account suspensions.
17.3In case You are not satisfied with the resolution provided by Grievance Officer or if no response is received within the stipulated time period, You shall have the right to escalate the matter to the Data Protection Board of India in accordance with the Digital Personal Data Protection Act, 2023.
(Please note that details of the compliant process will be made available here upon the Board’s complaint portal going live)