Privacy Policy

Our Privacy Policy was last updated in November, 2023.

Our Commitment to Your Privacy

Aurora Retail Private Limited (“We”) is committed to ensuring that your privacy is protected. This privacy policy (“Privacy Policy”) sets out the policy and procedure on collection, use and disclosure of your information that you give to Aurora Retail Private Limited when you use this Website and how the law protects you. By using this Website and providing us with your personal information, you agree to the collection and use of information in accordance with this Privacy Policy. When the term “you” is used below, we refer to “you” as an individual or as a corporate, as applicable. Any terminologies not expressly defined in this Privacy Policy will carry the definitions as outlined in the Terms of Use.


For the purposes of this Privacy Policy:

  • "Account" means a unique account created for You to access our Service or parts of our Service.
  • "Company" (referred to as either "the Company", "We", "Us" or "Our" in this Agreement/Policy) refers to M/s Aurora Retail Private Limited.
  • "Country" refers to India.
  • "Cookies" 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.
  • "Data Controller", for the purposes of the GDPR (General Data Protection Regulation), refers to the Company as the legal person which alone or jointly with others determines the purposes and means of the processing of Personal Data.
  • "Device" means any device that can access our service such as a computer, a cell phone, or a digital tablet.
  • Data Protection Laws” means any applicable law for the time being in force relating to processing of personal data.
  • DPDP Act” means the Digital Personal Data Protection Act, 2023 along with its rules and regulations, as amended from time to time
  • GDPR” means the General Data Protection Regulation enacted by the European Parliament and Council of the European Union.
  • Indian Data Protection Laws” means any applicable law in India relating to processing of personal data including the Digital Personal Data Protection Act, 2023, Information Technology Act, 2000 and Information Technology (Reasonable Security Practices and Procedures and Sensitive Personal Information or Data) Rules, 2011.
  • "Personal Data" is any information that relates to an identified or identifiable individual. Personal Data may refer to any information relating to You such as a name, an identification number, location data, online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural, or social identity.
  • "Service Provider" means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used. For the purpose of the Data Protection Laws, , Service Providers are considered Data Processors.
  • "Usage Data" refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).
  • "Website" refers to Keffy, accessible from
  • "You" means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

    Under the Data Protection Laws You can be referred to as the Data Subject, Data Principal or as the User as you are the individual using the Service.



Our Services and Website are made for use by individuals over the age of 18.  By using our Website, you hereby consent to our Privacy Policy and agree to its terms.



What Do We Collect?

Ø  Personal Data

While using our Website and/or Service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you. Personally identifiable information may include, but is not limited to:

  • Email address
  • First name and last name
  • Phone number
  • Address, State, Province, ZIP/Postal code, City
  • Bank Details
  • Usage Data

Ø  Usage Data

Usage Data is collected automatically when using the Service. It may include information such as your Device's Internet Protocol address (i.e.  IP address), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When you access the Website and/or Service by or through a mobile device, we may collect certain information automatically, including, but not limited to, the type of mobile device you use, your mobile device unique ID, the IP address of your mobile device, your mobile operating system, the type of mobile Internet browser you use, unique device identifiers and other diagnostic data.

We may also collect information that your browser sends whenever you visit our Service or when you access the Service by or through a mobile device.

Ø  Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on our Website and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze the Website. The technologies we use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on your device. You can instruct your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if you do not accept Cookies, you may not be able to use some parts of our Service and/or Website. Unless you have adjusted your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Web Beacons. Certain sections of our Service and/or Website and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be "Persistent" or "Session" Cookies. Persistent Cookies remain on your personal computer or mobile device when you go offline, while Session Cookies are deleted as soon as you close your web browser.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies
    Type: Session Cookies
    Administered by: Us

Purpose: These Cookies are essential to provide you with services available through the Website and to enable you to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that you have asked for cannot be provided, and we only use these Cookies to provide you with those services.

  • Cookies Policy / Notice Acceptance Cookies
    Type: Persistent Cookies
    Administered by: Us

Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies
    Type: Persistent Cookies
    Administered by: Us

Purpose: These Cookies allow us to remember choices you make when you use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide you with a more personal experience and to avoid you having to re-enter your preferences every time you use the Website.

  • Tracking and Performance Cookies
    Type: Persistent Cookies
    Administered by: Third Parties

Purpose: These Cookies are used to track information about traffic to the Website and how users use the Website. The information gathered via these Cookies may directly or indirectly identify you as an individual visitor. This is because the information collected is typically linked to a pseudonymous identifier associated with the device you use to access the Website. We may also use these Cookies to test new pages, features, or new functionality of the Website to see how users react to them.


Why We Require Your Personal Data?

  • We may use your Personal Data to:
  1. To provide and maintain our Service, including to monitor the usage of our Service and/or Website.
  2. To manage Your Account: to manage your registration as a user of the Service. The Personal Data you provide can give you access to different functionalities of the Service that are available to you as a registered user.
  3. For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items, or services You have purchased or of any other contract with Us through the Service.
  4. To contact You: To contact you by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application's push notifications regarding updates or informative communications related to the functionalities, products, or contracted services, including the security updates, when necessary or reasonable for their implementation.
  5. To manage your requests: To attend and manage your requests to us.
  6. Sharing of Information: To process, disclose, transmit, and/or share the information with Service Providers, affiliates and other third parties which have business or contractual dealings with us.
  7. For other purposes: We may use your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing, and your experience.
  • If you contact us directly, we may receive additional information about you such as your name, email address, phone number, the contents of the message and/or attachments you may send us, and any other information you may choose to provide.

We may share your Personal Data in the following situations:

  1. With Service Providers: We may share your Personal Data with Service Providers to monitor and analyze the use of our Service, for payment processing, to contact you.
  1. For business transfers: We may share or transfer your Personal Data in connection with, or during negotiations of, any merger, sale of Company’s assets, financing, or acquisition of all or a portion of our business to another company.
  2. With Affiliates: We may share your information with our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include our parent company and any other subsidiaries, joint venture partners or other companies that we control or that are under common control with us.
  3. With business partners: We may share your information with our business partners to offer you certain products, services, or promotions.
  4. With other users: when you share Personal Data or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  5. With Your consent: We may disclose your Personal Data for any other purpose with your consent.

Retention Of Your Personal Data

Company will retain your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our Website, or until we are legally obligated to retain such data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company's operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of your state, province, country, or other governmental jurisdiction where the data protection laws may differ than those from your jurisdiction.

Your consent to this Privacy Policy followed by your submission of such information represents your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of your data and other personal information.

Disclosure Of Personal Data

We do not sell, trade, or otherwise transfer to outside parties your personal information. However, we may share your Personal Data in the following situations:

  1. Business Transactions: If Aurora Retail Private Limited is involved in a merger, acquisition or asset sale, your Personal Data may be transferred. We will provide notice before your Personal Data is transferred and becomes subject to a different Privacy Policy.
  1. Law Enforcement: Under certain circumstances, Aurora Retail Private Limited may be required to disclose your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).
  2. Other Legal Requirements: Aurora Retail Private Limited may disclose Your Personal Data in the good faith belief that such action is necessary to:
  • Comply with a legal obligation
  • Protect and defend the rights or property of Aurora Retail Private Limited
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability


Security Of Personal Data

The security of Your Personal Data is important to us but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect Your Personal Data, we cannot guarantee its absolute security.


Legal Basis for Processing Personal Data under the Data Protection Laws


Under the GDPR and the Indian Data Protection Laws, we may process Personal Data under the following conditions:

  • Consent: You have given your consent for processing Personal Data for one or more specific purposes.
  • Performance of a contract: Provision of Personal Data is necessary for the performance of an agreement with You and/or for any pre-contractual obligations thereof.
  • Legal obligations: Processing Personal Data is necessary for compliance with a legal obligation to which the Company is subject.
  • Vital interests: Processing Personal Data is necessary in order to protect your vital interests or of another natural person.
  • Public interests: Processing Personal Data is related to a task that is carried out in the public interest or in the exercise of official authority vested in the Company.
  • Legitimate interests: Processing Personal Data is necessary for the purposes of the legitimate interests pursued by the Company.

In any case, the Company will gladly help to clarify the specific legal basis that applies to the processing, and in particular whether the provision of Personal Data is a statutory or contractual requirement, or a requirement necessary to enter into a contract.

GDPR Privacy Policy

Your Rights under the GDPR

The Company undertakes to respect the confidentiality of your Personal Data and to guarantee You can exercise your rights. You have the right under this Privacy Policy, and by law if You are within the EU, to:

  • Request access to Your Personal Data. The right to access, update or delete the information We have on You. Whenever made possible, you can access, update or request deletion of Your Personal Data directly within Your account settings section. If you are unable to perform these actions yourself, please contact Us to assist You. This also enables You to receive a copy of the Personal Data We hold about You.
  • Request correction of the Personal Data that We hold about You. You have the right to have any incomplete or inaccurate information We hold about You corrected.
  • Object to processing of Your Personal Data. This right exists where We are relying on a legitimate interest as the legal basis for Our processing and there is something about your particular situation, which makes You want to object to our processing of Your Personal Data on this ground. You also have the right to object where We are processing your Personal Data for direct marketing purposes.
  • Request erasure of Your Personal Data. You have the right to ask Us to delete or remove Personal Data when there is no good reason for Us to continue processing it.
  • Request the transfer of Your Personal Data. We will provide to You, or to a third-party You have chosen, your Personal Data in a structured, commonly used, machine-readable format. Please note that this right only applies to automated information which You initially provided consent for Us to use or where We used the information to perform a contract with You.
  • Withdraw Your consent. You have the right to withdraw your consent on using your Personal Data. If You withdraw your consent, We may not be able to provide You with access to certain specific functionalities of the Service. You may withdraw your consent by contacting us at


Indian Data Protection Laws Privacy Policy


Your Rights under the Indian Data Protection Laws


The Company undertakes to respect the confidentiality of your Personal Data. Under the Indian Data Protection Laws, you have the following rights in regard to your Personal Data:


  • Right to obtain information: You have the right to request and obtain information in regard to your Personal Data being processed, processing activities undertaken and the details of Personal Data being shared.
  • Right To Correction And Completion Of Personal Data: You have the right to ensure the accuracy and completeness of your Personal Data.
  • Right To Withdraw Consent: You have the option to request the deletion of your Personal Data unless its retention is required to comply with applicable laws. If you choose to have your Personal Data erased, you can do so by notifying us. Upon receipt of your notice, the Company will promptly erase your Personal Data within a reasonable timeframe.. If You withdraw your consent, we may not be able to provide You with access to certain specific functionalities of the Service. You may withdraw your consent by contacting the Company’s grievance officer or by contacting us at
  • Right To Grievance Redressal: You have the right to raise complaints and queries in respect of your Personal Data. If you have any grievances in respect of Personal Data collected and processed, you may contact our Grievance Officer as detailed herein.
  • Right To Nominate Representatives: You have the right to nominate an individual to exercise rights in respect of your Personal Data in the event of your death or incapacity.


Exercising Your Rights Under the Data Protection Laws

You may exercise your rights of access, rectification, cancellation, and opposition by contacting Us. Please note that we may ask You to verify Your identity before responding to such requests. If You make a request, We will try our best to respond to You as soon as possible.

If you are a resident of India, you have the right to complain to the Data Protection Board of India in respect of your Personal Data collected and used by the Company.

If you are a resident of the European Union, you have the right to complain to a Data Protection Authority about our collection and use of your Personal Data. For more information, if You are in the European Economic Area (EEA), please contact your local data protection authority in the EEA.


Grievance Redressal Mechanism


Any complaints or requests or concerns with regards to use, processing or disclosure of your information provided or breach of these terms may be taken up by contacting the Company’s grievance redressal officer as mentioned below:


Grievance Officer Details

Name : Paras Arora

Email ID:

Phone Number: 1800 309 0402

Address: Aurora Retail Private Limited, WeWork, 1st floor, 264-265, Dr Annie Besant Rd, Municipal Colony, Worli Shivaji Nagar, Worli, Mumbai, Maharashtra 400025

We request you to please provide the following information in your complaint: -


  • Your contact details
  • Personal Data provided to the Company by you.
  • A statement that you have a good-faith belief that your Personal Information has been processed or disclosed by the Company in a manner that is contrary to this Privacy Policy or has breached the applicable laws.
  • Any other relevant information pertinent to your complaint.

The Company may contact you to confirm or discuss specific details related to your complaint and the issues raised. The Company is committed to resolving such complaints and/or issues promptly and will make every effort to do so as soon as possible.

Changes To Privacy Policy

We reserve the right, in our discretion, to change, modify, add, or remove portions of this Privacy Policy at any time and from time to time, without prior notice to you. All revisions will be posted on this page.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy shall be effective when they are posed on this page. Your continued use of any of this Website means that you accept any changes.

For Support Contact Us At:

For general support queries you may contact us at:

Email Id: