Privacy Policy

Effective 1 July 2026 · Last updated 31 May 2026

We collect as little as we can, we tell you exactly what we do with it, and we never sell it. This policy explains the rest in plain language.

1Who we are

This website (amplfy.co.in) and the Amplfy / Looking Twice publication are operated by Amplfy Commerce Private Limited (“Amplfy”, “we”, “us”), a company incorporated in India, with its registered office in Kolkata, West Bengal. For any privacy question or request, write to hello@amplfy.co.in. This policy is issued in accordance with India’s Digital Personal Data Protection Act, 2023 (DPDP Act) and applicable rules.

2What we collect

Information you give us when you join the waitlist: your email address (required), your first name (optional), and your answers to up to three optional questions about how you buy.
Information collected automatically when you visit: device and browser type, approximate location (city/country, from IP), pages viewed, time on page, scroll and click behaviour, and similar usage data — collected via cookies and analytics tools described in section 5, only after you consent.

We do not knowingly collect sensitive personal data, and we do not ask for it. Please do not include sensitive information in the free-text answers.

3Why we use it, and our lawful basis

We process your personal data on the basis of your consent, which you give when you submit the waitlist form or accept analytics cookies. We use it to:

send you the Amplfy letter and magazine, and updates about the launch;
understand the tastes and needs of our early readers so we can curate what we feature (this editorial curation is the core purpose of Amplfy);
measure and improve the website and the publication;
respond to your messages and requests.

We use your data only for these stated purposes. We will ask again if we ever want to use it for something materially different.

4How long we keep it

We keep your waitlist information for as long as you remain subscribed, and for a reasonable period afterwards for our records, unless you ask us to erase it sooner. Aggregated, de-identified analytics may be retained longer as it no longer identifies you.

5Cookies, analytics & session tools

With your consent, we use the following to understand how the site is used:

Google Analytics 4 and Google Tag Manager — aggregate traffic and behaviour analytics.
Microsoft Clarity — heatmaps and anonymised session replays that help us see where the page is confusing. We configure Clarity to mask all text and form inputs, so your email and answers are not recorded in replays.

None of these load until you choose “Accept” on our cookie banner. You can decline, and the site will work normally. We operate Google Consent Mode, which keeps these tools in a non-tracking state until you consent. You can withdraw consent at any time by clearing your cookies or contacting us.

6Who we share it with

We do not sell, rent, or trade your personal data. We share it only with trusted service providers (“data processors”) who help us operate, under contract and only for our stated purposes:

Klaviyo — our email and audience platform (stores your waitlist data);
Google (Analytics, Tag Manager) and Microsoft (Clarity) — analytics;
our domain, email and hosting providers.

We may also disclose data if required by law, or to protect our rights and safety.

7Transfers outside India

Some of our processors (including Klaviyo, Google and Microsoft) store and process data on servers located outside India, including in the United States and the European Union. Where we transfer your data internationally, we rely on these providers’ contractual and technical safeguards to protect it, consistent with the DPDP Act.

8Your rights

Under the DPDP Act, you have the right to:

access a summary of the personal data we hold about you;
correct, complete, or update your data;
erase your data where it is no longer needed;
withdraw your consent at any time (this won’t affect processing already done);
nominate another person to exercise your rights in case of death or incapacity;
grievance redressal — raise a concern with us, and escalate to the Data Protection Board of India if unresolved.

To exercise any of these, email hello@amplfy.co.in. You can also unsubscribe from any email using the link in its footer; we remove you within 24 hours.

Grievance contact For any privacy concern or to exercise your rights, contact our grievance point at hello@amplfy.co.in. We aim to respond within a reasonable period as required under the DPDP Act.

9Children

Amplfy is intended for adults. We do not knowingly collect personal data from anyone under 18. If you believe a minor has provided us data, contact us and we will delete it.

10Security

We take reasonable technical and organisational measures to protect your data. No method of transmission or storage is perfectly secure, but we work with reputable providers and limit access to your information.

11Changes to this policy

We may update this policy as Amplfy grows — for example, when commerce features launch. We will post the revised version here with a new “last updated” date, and notify subscribers of material changes.