India's development as one of the world's fastest-growing digital economies has fuelled a higher level of scholarly debate about the intersection between the right to privacy and data-driven commerce. The rise of e-commerce and financial technology (fintech) services has meant that personal information has become a valuable economic asset, thereby waking up concerns about strong protection of that data. In this manuscript, I critically consider the implications of India's data protection regime (in the form of the Digital Personal Data Protection Act, 2023 (DPDP Act)) on privacy rights in the e-commerce and fintech domain. Relying on constitutional jurisprudence, legislation, and case law, I examine the duality of how privacy is both protected and diluted in a digital marketplace that is engulfed by profiling, a lack of assenting parties, and surveillance. The analysis places India's framework vis-a-vis other global leaders, reflecting on policy against global practices like GDPR, providing analytical insights into enforcement challenges. -Who must comply, under what enforcement mechanisms, and civil penalties? The framework for cross-border data in the event of violation(s) of this framework, enforcement mechanisms, fines/penalties for non/pro него compliance. been activated, the debt recovery process will subscribe. Private contracts carry out involved parties are enabled to subscribe to the actions. It urges that, in addition to bolstering trust between the consumer and the private producer, the DPDP Act's exemption of certain scenarios and enforcement limitations create potential risks to achieving a privacy-centric economy.