India's Digital Personal Data Protection Act became law in August 20231. The rules were finalised in November 2025. Enforcement begins November 2026, with penalties of up to ₹250 crore. Yet, most enterprises still manage consent through cookie banners that have no connection to their marketing execution layer.
Consent is captured in one system. Marketing campaigns fire from another. Attribution runs on a third. When a user withdraws consent, the marketing stack does not know. When a regulator asks for proof, the evidence is scattered across five tools and three teams.
