Data might be the new oil, but it is our personal data that leaks the most. Just on Facebook and Instagram alone, an average Indian spends over 1000 hours a year, without realising how much she is giving away to elements with vested interests- not just on social media, but at just about every digital touchpoint. If you’ve ever been followed around the internet by an ad, it’s probably because of the black-box of data sharing that enables such seamless tracking of our digital habits. From brands to platforms to fraudsters to trolls and bullies, everyone profits at our expense. When personal data gets sold for less than one rupee, it’s a reality check on how much our privacy is worth, even though we think it’s invaluable. In essence we are the sum of our data with little control on how our data is used.

To counter this #ReclaimYourPrivacy was launched- an initiative to empower people in making active and informed choices over sharing their data.