Privacy policy

Last updated: 16 October 2026

This Privacy Policy describes how MCMLXX Shop Private Limited, trading as “The 1970 Shop” (“The 1970 Shop”, “we”, “us” or “our”), collects, uses, discloses and protects personal information when you visit or use the1970shop.com (the “Site”), make a purchase, or otherwise communicate with us (together, the “Services”). “You” and “Your” refer to the user of the Services, whether a customer, website visitor, or any other individual whose personal information we collect under this Policy.

The 1970 Shop is the Data Fiduciary (as defined under the Digital Personal Data Protection Act, 2023) in respect of the personal data collected through the Services. Our registered office and contact details are set out in the “Contact Us” section below.

This Privacy Policy shall be read together with our Terms and Conditions, Shipping Policy, Return, Refund & Exchange Policy, and any other policies published on the Website, all of which form an integral part of your use of the Website.

1. Changes to this Policy

We may revise this Policy from time to time to reflect changes in our practices or in applicable law. The revised Policy will be posted on the Site with an updated “Last updated” date and, where required by law, we will take additional steps to notify you of material changes.

2. Personal Information We Collect

2.1 Information you provide directly

• Contact details: name, address, phone number and email address.
• Order information: billing and shipping address, payment confirmation, email address and phone number.
• Account information: username, password and account-security information.
• Customer support information: the content of your communications with us.

You may choose not to provide certain information, but this may prevent you from using particular features of the Services.

2.2 Information collected automatically

We use cookies, pixels and similar technologies to collect Usage Data, including device and browser information, network information, your IP address, and information about how you interact with the Site and your account.

2.3 Information from third parties

We may receive information from service providers who support the Site (such as Shopify). We may also receive information from logistics partners, payment gateways, fraud-prevention service providers, marketing partners, social media platforms, analytics providers and publicly available sources permitted by law. Such information may be combined with information already held by us for the purposes described in this Policy. Information we receive from third parties is handled in accordance with this Policy.

3. How We Use Your Personal Information

We shall ensure that the collection and use of personal data are limited to purposes that are disclosed to users and permitted under applicable law. Where personal data is used for analytics, personalised recommendations, advertising, promotional activities or other purposes beyond those necessary to fulfil an order, we shall provide appropriate disclosures and obtain consent wherever required by law. We shall not use personal data for any purpose prohibited under applicable consumer protection or data protection laws.

We use personal information to:

1. process orders, payments, returns and exchanges, and operate your account;
2. provide customer support and respond to your queries;
3. send you transactional communications relating to your orders and account;
4. with your consent, send you marketing communications;
5. maintain the security of the Site and detect and prevent fraud;
6. comply with applicable law and respond to lawful requests from public authorities;
7. improve the Services;
8. compliance with legal and regulatory obligations;
9. processing necessary for the purposes of fraud prevention, network and information security, and improvement of the Services, to the extent recognised as a legitimate use under Section 7 of the Digital Personal Data Protection Act, 2023, or otherwise based on your consent;
10. purposes for which you have provided consent; and such other legitimate uses as may be recognised under applicable law.

4. Use of Consumer Information for E-Commerce Operations

We use personal data collected through the Website only for the purposes disclosed in this Policy and in accordance with applicable law.

Where The 1970 Shop operates as a marketplace e-commerce entity, information collected from consumers shall not be used for the purposes prohibited under the Consumer Protection (E-Commerce) Rules, 2020, as amended, including the specified use of such information in connection with the sale of goods bearing a brand or name common with that of the marketplace e-commerce entity, or the promotion or advertisement of a seller as being associated with the marketplace e-commerce entity, unless the express and affirmative consent required under the applicable Rules has been obtained.

Any such consent shall be sought separately, through an affirmative choice, and shall identify the relevant purpose of the proposed use. The use of personal data for any such purpose shall remain subject to applicable data protection laws and the terms of this Policy.

5. Consent

We process personal data in accordance with applicable data protection laws. Where consent is required, we shall seek consent through an affirmative action, after providing information regarding the personal data to be processed and the purposes of such processing, including promotional communications, personalised advertising or other processing activities for which separate consent is required under applicable law.

Where applicable, users may choose whether to receive promotional communications or participate in optional marketing and personalisation activities. Such choices shall not be made a precondition for purchasing products or accessing services where the relevant processing is not necessary for the transaction.

Users may withdraw their consent, where processing is based on consent, through the mechanism made available by The 1970 Shop or by contacting us using the details provided in this Policy. Withdrawal shall not affect the lawfulness of processing undertaken before withdrawal. It may, however, affect our ability to provide services for which the relevant personal data is necessary.

We may process personal data without consent where, and only to the extent that, such processing is otherwise permitted under applicable law.

6. Cookies

We use cookies, pixels, SDKs and similar technologies to operate and improve the Site.

These technologies may include:

(a) Essential Cookies – required for website functionality and security;

(b) Performance and Analytics Cookies – used to understand website usage and improve performance;

(c) Functional Cookies – used to remember user preferences and settings;

(d) Advertising and Marketing Cookies – used to provide personalised advertisements and measure campaign effectiveness.

Where required under applicable law, non-essential cookies and similar tracking technologies shall be activated only after the user has provided the requisite consent. Users shall be provided with clear information regarding the categories and purposes of such technologies and the means to manage their preferences.

Users may modify or withdraw their cookie preferences through the cookie-preference mechanism made available on the Website, where applicable, or through their browser settings. Disabling essential cookies may affect certain Website functionalities, while disabling optional analytics or advertising cookies should not unnecessarily prevent users from browsing or purchasing products.

7. Marketing Communications and Disclosure of personal Data

7.1 Marketing Communications

We may send promotional emails, SMS messages, WhatsApp messages or other marketing communications where permitted under applicable law and, where required, on the basis of your consent. You may opt out of promotional communications at any time through the available unsubscribe mechanism or by contacting us.

Your decision not to receive promotional communications shall not affect transactional communications necessary for order confirmation, payment processing, delivery, returns, refunds, exchanges, account security or other essential service-related purposes.

7.2 Disclosure and Use of Personal Data

We may share personal data with service providers and other recipients to the extent necessary for the purposes described in this Policy, including:

(a) website hosting and e-commerce platform providers;

(b) payment gateways and payment service providers;

(c) logistics, shipping and fulfilment partners;

(d) customer support, analytics, security and fraud-prevention providers;

(e) professional advisers, auditors and insurers, where necessary;

(f) governmental, regulatory and law-enforcement authorities where required or permitted by law; and

(g) other recipients where disclosure is authorised by applicable law or undertaken with the required consent.

We take reasonable steps to ensure that service providers processing personal data on our behalf are subject to appropriate contractual, confidentiality and security obligations.

We do not sell personal data as a standalone commercial product. Any sharing or use of personal data for advertising, personalisation, seller promotion or other commercial purposes shall be subject to this Policy, the applicable consent requirements and the restrictions imposed by law.

Where applicable to our business model, we shall not use consumer information for purposes prohibited under the Consumer Protection (E-Commerce) Rules, 2020, as amended.

8. Security and Retention

We implement reasonable security practices and procedures, including technical and organisational measures commensurate with the sensitivity of the personal information we hold, as required under applicable laws and rules. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

We shall periodically review the personal data retained by us and delete or securely dispose of personal data when it is no longer necessary for the purpose for which it was collected, subject to applicable legal, regulatory, accounting, tax and dispute-resolution retention requirements. Where continued retention is required by law, the relevant data shall be retained only for the applicable period and protected through appropriate safeguards.

We shall maintain reasonable technical and organisational measures to protect personal data and shall respond to personal data breaches in accordance with applicable law, including any applicable notification requirements.

In the event of any personal data breach or where Personal Data is transferred outside India affecting personal information under our control, we shall take such measures as may be required under applicable law, including notifying competent authorities and affected individuals where required.

While we implement reasonable security safeguards, users acknowledge that no system connected to the internet can be guaranteed to be completely secure. To the fullest extent permitted by law, The 1970 Shop shall not be liable for unauthorised access, hacking incidents, data loss, interception, alteration, transmission failures or other cyber events beyond its reasonable control.

9. Your Rights

Subject to applicable law, you have the right to:

• Access: request confirmation of, and access to, the personal information we hold about you;
• Correction: request correction of inaccurate or incomplete personal information;
• Erasure: request erasure of personal information that is no longer necessary for the purpose for which it was collected;
• Withdraw consent: withdraw your consent to processing, where we rely on consent (see Section 5);
• Grievance redressal: lodge a grievance with our Grievance Officer (Section 10), and, if unresolved, escalate it as described in Section 11;
• Nominate: nominate another individual to exercise these rights on your behalf in the event of your death or incapacity.

You may exercise the rights available to you under applicable data protection law by contacting us through the details provided in this Policy. We may request reasonable information to verify your identity and the authenticity of your request before acting upon it.

We shall address requests, including requests for access, correction, erasure, withdrawal of consent and nomination, as applicable, within the timelines prescribed by law. Personal data may be retained where required to comply with a legal obligation or where retention is otherwise permitted under applicable law.

You may also submit a grievance concerning our processing of personal data through the designated grievance mechanism. Information concerning any further statutory remedy shall be provided in accordance with the applicable legal framework in force.

10. Grievance Officer and Nodal Officer

Consumers may submit complaints through the contact details of the designated Grievance Officer published below. The 1970 Shop shall acknowledge receipt of each consumer complaint within forty-eight (48) hours, provide the complainant with a copy of the complaint as recorded by the Grievance Officer, and redress the complaint within one (1) month from the date of receipt, in accordance with applicable law. Whereas Data-protection grievances will be addressed as expeditiously as possible and, in any event, within one month.

In accordance with applicable laws and rules, we have appointed the following:

Grievance Officer (data protection complaints)

Name: ________

Designation: ________

Email: ________

Address: ________

Nodal / Grievance Officer (consumer complaints under the Consumer Protection Act, 2019)

Name: ________

Designation: ________

Email: ________

Address: ________

11. Complaints and Escalation

If you are not satisfied with our response, you may, as applicable:

1. approach the Data Protection Board of India once its complaint-handling functions are operational;
2. file a complaint with the National Consumer Helpline or the appropriate Consumer Disputes Redressal Commission under the Consumer Protection Act, 2019; or
3. pursue any other remedy available to you in law.

We reserve the right to refuse requests that are manifestly unfounded, repetitive or contrary to law.

12. Children’s Data

The Services are not directed to individuals under the age of eighteen (18) years.

We do not knowingly collect personal information from children without obtaining verifiable consent from a parent or lawful guardian, where required by applicable law.

Parents or guardians who believe that a child has provided Personal Data without their consent may contact us for immediate deletion.

If we become aware that personal information relating to a child has been collected without the requisite consent, we shall take reasonable steps to delete such information promptly.

We do not undertake tracking, behavioural monitoring, profiling or targeted advertising directed towards children.

13. Payment Information

Payment card and other payment-instrument details you provide are processed and stored by our PCI-DSS-compliant payment processor, in accordance with applicable Reserve Bank of India directions on tokenisation.

All payment transactions are processed through authorised third-party payment service providers. We do not collect or store complete debit card, credit card, UPI PIN, CVV, internet banking credentials or similar payment authentication information on our systems.

14. User Generated Content

Any reviews, ratings, comments or photographs submitted by users may become publicly visible on the Website. Users are requested not to publish confidential or sensitive information through such features.

15. Force Majeure

We shall not be liable for any loss of Personal Data arising due to events beyond our reasonable control, including cyber-attacks, internet failures, force majeure events, governmental actions or failures of third-party infrastructure.

16. Governing Law and Jurisdiction

This Privacy Policy shall be governed by the laws of India. Subject to applicable law, the courts having territorial jurisdiction over New Delhi shall have exclusive jurisdiction in relation to disputes arising out of or in connection with this Privacy Policy.

17. Third-Party Service Providers

The Site is hosted and supported using third-party technology providers including e-commerce, payment, logistics, analytics and marketing service providers. While we undertake reasonable diligence in selecting such providers, we are not responsible for the independent privacy practices of third parties beyond our control. Users are encouraged to review the privacy policies of such third parties where applicable.

18. Contact Us

The 1970 Shop — A Unit of MCMLXX Shop Private Limited

Registered Office: Sd-268, Pitam Pura, Delhi, North West Delhi, Delhi, 110088, India

Customer Support: postbox@the1970shop.com

Telephone: +91 92207 81177