गोपनीयता नीति

Privacy Policy

Last updated: 30 October 2026

This policy explains how Truekarat Designs Private Limited (CIN U27310DL2017PTC323552), A-40, FIEE Complex, Okhla Phase 2, New Delhi 110020, trading as Zefire (“Zefire”, “we”, “us”), collects, uses, shares and protects your personal data when you use zefire.in, our AI concierge, our studio and our customer support. We are the data fiduciary for this data. This policy is published under the Information Technology Act, 2000, the Information Technology (Reasonable Security Practices and Procedures and Sensitive Personal Data or Information) Rules, 2011, and the Digital Personal Data Protection Act, 2023 and the rules made under it, to the extent in force. zefire.co.uk is operated by ZEFIRE LTD and has its own privacy notice.

1. Data we collect

  • Identity and contact: name, email address, phone number, billing and delivery addresses.
  • Orders: items, sizes, customisation and engraving details, gift messages, invoices, exchange, resizing and return history.
  • Payments: processed by our payment partners. We receive a payment confirmation and limited details (for example the last digits of a card or UPI reference). We do not see or store your full card, UPI PIN or banking credentials.
  • Legal and verification: your PAN, where Indian tax law requires it for purchases above ₹2,00,000; government photo ID shown to the courier for high-value deliveries; and one-time codes used to verify orders.
  • Conversations: messages you send to our AI concierge, email, phone and support channels.
  • Usage and device data: pages viewed, products viewed, cart activity, approximate location derived from IP address, device and browser type, collected through cookies and similar technologies (section 6).

2. Why we use it

  • To make, deliver, insure, exchange, resize and service your jewellery, and to keep the production and certification record (Certificate of Engineering) tied to your piece.
  • To verify orders and prevent fraud, including one-time code checks on first orders and cash-on-delivery orders.
  • To answer your questions through our team and our AI concierge.
  • To meet legal obligations, including GST, income-tax (PAN), hallmarking and consumer-protection requirements.
  • To understand how our website is used and improve it (analytics, with your consent where required).
  • To send you marketing by email and show you advertising, only with your consent. We never send marketing messages on WhatsApp. WhatsApp and SMS are used only for order, verification and support messages.

We process your data on the basis of your consent, or for the legitimate uses permitted by law, such as performing the purchase you asked for and complying with legal obligations. You may withdraw consent at any time (section 8); withdrawal does not affect processing already carried out.

3. Our AI concierge

The chat assistant on our website is an AI system. Your messages are processed by AI model providers on our behalf to generate replies, and conversations are stored for up to 180 days so our team can review service quality and follow up, after which they are deleted. Please do not share card details, passwords or one-time codes in the chat. Prices, availability and order details given by the assistant are confirmed only when shown at checkout or by our team.

4. Who we share it with

We share data only as needed, with service providers bound by contract to protect it and use it only for us:

  • e-commerce platform and hosting (Shopify), and our own servers and databases (including our ERP system, Supabase and Railway);
  • payment processors (including Razorpay);
  • logistics and insurance partners, who receive your name, address, phone number and parcel value;
  • messaging and verification providers (MSG91, for SMS one-time codes and support chat);
  • analytics and advertising (Google Analytics and Google advertising services), with consent where required;
  • reviews (Judge.me) and appointment booking (Cal.com), when you use those features;
  • AI model providers powering the concierge;
  • professional advisers, auditors, and government or law-enforcement authorities where required by law.

We do not sell your personal data.

5. Transfers outside India

Some of our providers process data outside India. Where they do, we transfer it only as permitted by Indian law and subject to contractual safeguards.

6. Cookies and analytics

We use cookies that are necessary for the store and checkout to work, and, with your consent where required, analytics cookies (Google Analytics) and advertising cookies. You can manage your choices through our cookie settings and Your Privacy Choices, and through your browser. Blocking cookies may affect parts of the website.

7. How long we keep it

  • Orders, invoices and tax records: for as long as Indian tax law requires (currently at least 72 months from the relevant annual return), and for the life of your lifetime exchange and resizing rights.
  • Concierge conversations: up to 180 days.
  • Marketing preferences: until you withdraw consent.
  • Other data: only as long as needed for the purpose it was collected for, after which it is deleted or anonymised.

8. Your rights

You may ask us to give you a summary of your personal data and how it is processed; correct, complete or update it; erase it where we no longer need it or are not required by law to keep it; withdraw consent; and nominate another person to exercise your rights in the event of your death or incapacity. Write to our Grievance Officer (section 10). We may need to verify your identity before acting on a request.

9. Security and children

We use reasonable security practices, including encryption in transit, access controls and audit logging, to protect your data. No system is perfectly secure; if a breach affecting you occurs, we will notify you and the authorities as the law requires. Our website is intended for persons aged 18 and above. We do not knowingly collect data from children without verifiable consent of a parent or guardian.

10. Grievance Officer

Aditi, Grievance Officer, Truekarat Designs Private Limited, A-40, FIEE Complex, Okhla Phase 2, New Delhi 110020. Email go@zefire.in, phone +91 11 4903 2307. We acknowledge complaints within 48 hours and resolve them within one month of receipt. If you are not satisfied with our response, you may approach the Data Protection Board of India once it is available to you under the Digital Personal Data Protection Act, 2023.

11. Changes

We may update this policy. The updated version will be posted here with a new “Last updated” date, and significant changes will be notified to you.