Building consumer trust in the digital ecosystem through whitelisting
In the last decade, India’s internet economy has exploded on the shoulders of the Jan Dhan, Aadhaar and Mobile trinity. With over 900 million smartphone internet connections, the Indian digital ecosystem has shifted drastically from being an exporter of software and skilled labour to becoming the world’s largest real-time payment market. Businesses that tick the above boxes may be presumed to be operating in good faith and could earn a ‘symbol of trust’ which would help separate the wheat from the chaff. By creating a ‘symbol of trust,’ a consumer can differentiate between a legitimate business offering lawful and good quality products and services from the illegitimate fly-by-night operators. The digital ecosystem needs similar symbols of trust to assure consumers that the product is legal, authentic and compliant with the digital laws of India.
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