Exploring Business Implications Of TRAI's Pilot Programme For Digital Consent Management

In the current digital economy, consumers start their day by receiving a flurry of commercial communications – either a reminder from the bank, a notification confirming the delivery of a product, or a new sale alert. These commercial communications form the backbone of modern marketing as they present businesses with opportunities to introduce new products to consumers, drive engagements and build long term relationships which power the growth of businesses. However, as important as commercial communications are to businesses, it is increasingly perceived as ‘spam' by consumers, given the sheer volume of such communications, exposure to various kinds of fraud and lack of consent by consumers.