Last updated: 29 May 2026
This Privacy Policy explains how LiveMela (“we”, “us”, or “our”) collects, uses, stores, and protects
your personal information when you use the LiveMela mobile application and related services (the
“Platform”). By using the Platform, you consent to the practices described in this Policy.
1. INFORMATION WE COLLECT
We collect the following categories of information:
a) Information you provide directly:
• Mobile phone number (used for account creation and OTP verification)
• Full name and profile photo (optional, set during profile setup)
• Email address (optional)
• City of residence (optional)
• Business information for Merchant accounts (business name, type, GSTIN, PAN number)
b) Information collected automatically:
• Device information (device model, operating system version, unique device identifiers)
• Usage data (screens viewed, features used, time spent on the Platform)
• Transaction data (purchases, coupon redemptions, event attendance)
• IP address and approximate location (city-level, derived from IP)
• Crash reports and performance data
c) Information from third parties:
• Firebase Authentication: used to verify your phone number via OTP
• Razorpay: payment transaction status and reference IDs (we do not store full card or bank
account details)
• Agora: session metadata for live streaming events
2. HOW WE USE YOUR INFORMATION
We use the information we collect to:
• Create and manage your account
• Verify your identity via OTP
• Process payments and issue receipts
• Display and manage coupon booklets and redemptions
• Enable live streaming events and live chat
• Send transactional notifications (OTP, purchase confirmations, coupon expiry reminders)
• Provide customer support
• Detect and prevent fraud, abuse, and security incidents
• Improve the Platform through analytics and crash reporting
• Comply with legal obligations under Indian law
We do not use your information for automated decision-making that produces legal effects without
human review.
3. HOW WE SHARE YOUR INFORMATION
We do not sell your personal data. We share your information only in the following circumstances:
a) With Merchants: When you redeem a coupon, the merchant receives your name and phone
number solely to verify and complete the redemption.
b) With Sellers: During a live event, your display name may be visible in the live chat to other
viewers and the seller.
c) With service providers: We share data with trusted third-party processors who help us operate
the Platform:
• Firebase (Google) — authentication and push notifications
• Razorpay — payment processing
• Agora — live streaming infrastructure
• Cloud hosting providers — data storage and servers
All processors are contractually required to protect your data and use it only for the services they
provide to us.
d) For legal compliance: We may disclose your information if required to do so by law, court
order, or a government authority in India, or to protect the rights and safety of our users.
e) Business transfers: In the event of a merger, acquisition, or sale of assets, your data may be
transferred as part of that transaction. We will notify you via the app before your data is subject to a
different privacy policy.
4. DATA STORAGE & SECURITY
Your data is stored on servers located in India and/or within the Asia-Pacific region. We implement
the following security measures:
• Encrypted data transmission (HTTPS/TLS)
• Secure token-based authentication (JWT)
• Access controls limiting employee access to personal data on a need-to-know basis
• Regular security reviews
Despite these measures, no system is completely secure. You are responsible for keeping your
account credentials confidential. Notify us immediately at support@livemela.co.in if you suspect
unauthorised access.
5. DATA RETENTION
We retain your personal data for as long as your account is active or as needed to provide services.
Specifically:
• Account data: retained until you delete your account, plus 90 days for backup recovery
• Transaction records: retained for 7 years to comply with Indian financial regulations (GST, IT
Act)
• Coupon redemption logs: retained for 2 years
• Crash and usage analytics: retained for 12 months in identifiable form, then aggregated
anonymously
When you delete your account, we will anonymise or delete your personal data within 30 days,
except where retention is required by law.
6. YOUR RIGHTS
Under applicable Indian law (including the Digital Personal Data Protection Act, 2023), you have
the right to:
• Access: Request a copy of the personal data we hold about you.
• Correction: Request correction of inaccurate or incomplete data.
• Erasure: Request deletion of your personal data, subject to legal retention requirements.
• Withdraw consent: Withdraw consent for processing at any time (this may limit your ability to
use certain features).
• Grievance redressal: Lodge a complaint with our Data Protection Officer.
To exercise any of these rights, contact us at support@livemela.co.in. We will respond within 30
days.
7. COOKIES & TRACKING (WEB ONLY)
The LiveMela web-based Admin and Merchant Portals may use browser local storage and session
cookies to:
• Maintain your login session
• Remember your preferences
We do not use third-party advertising cookies or tracking pixels on our web portals.
8. CHILDREN'S PRIVACY
The Platform is not intended for use by persons under the age of 18. We do not knowingly collect
personal data from children. If we become aware that a child under 18 has provided us with
personal data, we will delete it promptly. If you believe a child has registered on the Platform,
please contact us at support@livemela.co.in.
9. THIRD-PARTY LINKS & SERVICES
The Platform may contain links to third-party websites or integrate third-party services (such as
Razorpay's payment page). This Privacy Policy does not apply to those third parties. We
encourage you to read the privacy policies of any third-party services you use through our Platform.
10. CHANGES TO THIS POLICY
We may update this Privacy Policy from time to time. When we make material changes, we will
notify you through the app or via your registered phone number at least 7 days before the changes
take effect. Continued use of the Platform after the effective date constitutes your acceptance of
the revised Policy.
The most current version of this Policy is always available within the app under Settings > Privacy
Policy.
11. GRIEVANCE OFFICER
In accordance with the Information Technology Act, 2000 and rules made thereunder, the name
and contact details of the Grievance Officer are:
Grievance Officer: LiveMela Legal Team
Email: support@livemela.co.in
Address: Mumbai, Maharashtra, India
Response time: Within 30 days of receiving a complaint
12. CONTACT US
For any privacy-related questions, requests, or concerns:
LiveMela Data Protection
Email: support@livemela.co.in
Address: Mumbai, Maharashtra, India
