Deletes old customer data across a small brand's apps, with proof
TL;DR Purgeplan connects to the dozen tools a small online brand runs on, finds each shopper's records, deletes them on schedule or on request and keeps a receipt. D2C brands and small consumer businesses pay a monthly fee. It might work because DPDP makes erasure a legal duty and nobody owns that job inside a 20-person company.
From 12 May 2027, India's data law requires a business to erase a customer's personal data once consent is withdrawn or the purpose is served, unless another law says to keep it, and to make its vendors erase their copies too[1][2]. Requests to access, correct or erase must be answered within 90 days[3].
Now think about where one shopper actually lives. A typical small brand holds their details in its store platform, a CRM, a chat-messaging tool, a courier dashboard, an email list and several spreadsheets. Does anyone have a map of that? Nope.
Breaking a DPDP duty not listed separately can cost up to ₹50 crore[3], and the big compliance suites are priced and built for enterprises.
What it does, in regulatory terms: an erasure and record-keeping tool that helps the business meet its own DPDP duties. It gives no legal advice and does not replace a lawyer's view on retention periods.
Purgeplan plugs into common store, CRM, messaging, email and courier tools through their APIs, and reads uploaded spreadsheets. It builds a simple map of where each customer shows up. The brand sets rules - delete inactive shoppers after a set period, hold invoice data for as long as tax law demands and erase everything else on request. When a rule fires, Purgeplan deletes or anonymises the records in each tool, checks they're gone and stores a dated receipt. Where a tool has no delete API, it opens a task for staff with a deadline.
The seed promised AI to automate all of privacy compliance. That puts you up against full suites, so I cut it to the one duty small brands find hardest to prove, which is deletion across tools they don't control.
The user is the founder or an operations manager, and the payer is the same founder. So the price has to sit near the other SaaS tools a small brand already pays for every month. My working assumption is ₹3,000–12,000 a month by number of customers and connected tools, because I couldn't find a public price for a comparable Indian erasure tool. Agencies that run stores for many brands are a second channel.
The DPDP Rules were notified on 13 November 2025. Rights, erasure and safeguard duties start on 12 May 2027[2]. That leaves brands about seven months to fix their deletion processes, and the Data Protection Board will take complaints through an online portal and app[3].
There's no public figure for spending on erasure tools in India. The signal is on the supply side - one Indian identity firm now sells a full DPDP compliance platform with rights-request handling[4], which shows established Indian vendors expect demand. Count your own market bottom-up from brands that sell online with their own store and sizeable customer lists.
That firm's DPDP platform covers consent, rights requests, data discovery, impact assessments and vendor risk[4]. A US privacy-engineering vendor offers data maps and request automation, aimed at US and EU laws on its homepage[5]. Both suit firms with a privacy team.
The gap is a narrow, cheap tool that does the deletions across Indian small-business tools and hands a founder a receipt to show the Board.
| Difficulty | Moderate (37/100) |
| Starting capital | ₹60–110 L |
| Time to launch | 6–9 months |
Each connector is simple, but there are tonnes of them and their APIs keep changing. Matching the same shopper across tools with different phone and email formats is fiddly. Retention is the other hard part, because tax and consumer laws require some records to be kept and a lawyer has to check your default rules before you ship them.
Purgeplan needs no licence. It helps brands meet their own DPDP duties and holds their data as a processor.
Building this outside India? The categories above usually have a local equivalent, so check with your own regulator.
Don't trust AI to decide what the law requires you to keep. Retention periods for tax records are a question for a CA, and a wrong match could delete the wrong customer, so check fuzzy matches before deletion.
Want to work out the AI layer for Purgeplan? Talk to Yash →
I like this for a founder who has built integrations for D2C brands and can sell to founders directly. If you want to build a broad privacy suite then this isn't it. Prove first that 20 brands will connect at least five tools and let you run a real deletion in the first month.
Roughly ₹60–110 L, mostly on building and maintaining connectors to the store, CRM and courier tools brands use.
No licence. You must follow the DPDP Act as a processor, and confirm tax retention periods with a chartered accountant before shipping defaults.
Yes, erasure duties exist under GDPR and many other laws. Adjust the retention rules to local tax and privacy law.
The free Purgeplan validation kit has the line-by-line capital breakdown, the effort scoring, the DPDP checklist, a 14-day validation sprint with pass/fail targets, a 90-day launch plan, 10 interview questions for brand founders, and 5 assumptions to test. Download the kit →
Thinking about building Purgeplan or something close to it? The make-or-break work is getting retention rules right so a deletion never removes records the law still needs, and I'm happy to work through that with you. If you need a hand, you know where to find me. Talk to Yash →
For illustration only. Names are fictional and ideas hypothetical; sourced facts are real but may be out of date. Nothing here is legal, financial or professional advice, and Yash Khatri is not personally liable for any use of it. Read the full disclaimer.