Privacy policy

Last Updated: January 19, 2026

Bhoma Active Origins LLP (operating under the brand name "fruit of ayu", and hereinafter referred to as “Active Origins”, “we”, “us”, or “our”) operates the website fruitofayu.com.

We recognize the importance of maintaining your privacy. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase from our store. By using our Services, you agree to the terms of this policy.

1. Personal Information We Collect

When you visit our store, we collect information to provide our services and improve your experience.

  • Contact Information: Name, billing address, shipping address, phone number, and email address.

  • Personal Demographics: We may collect your Date of Birth and Gender to provide personalized recommendations.

  • Transaction Information: Details about products you view, add to cart, or purchase, and your order history.

  • Device & Usage Information: Automatically collected info such as IP address, browser type, time zone, and how you navigate our site (via Cookies and Pixels).

  • Payment Information: We do not store your credit or debit card details. All transactions are processed via secure third-party gateways including PhonePe and Razorpay. We only receive transaction reference numbers and payment statuses.

2. How We Use Your Information

We use your personal information to:

  • Fulfill Orders: Process payments, arrange shipping via our logistics partners (Bluedart for domestic, DHL for international), and provide order tracking.

  • Communicate: Send order confirmations, invoices, and updates.

  • Marketing: Send you promotional offers via Email, SMS, or WhatsApp (only if you have opted in). You may opt-out of these at any time.

  • Improve Services: Use analytics (like Google Analytics) to understand how customers use our site and to tailor our inventory.

  • Security: Detect and screen for potential risk or fraud.

3. Sharing Your Information

We do not sell your personal data. We disclose your information only to third parties essential to our operations:

  • Shopify: Our store is hosted on Shopify. They process your data to power our website. (See "Relationship with Shopify" below).

  • Service Providers: We share data with vendors for payment processing (PhonePe, Razorpay) and shipping (Bluedart, DHL).

  • Marketing Partners: We may share hashed data with advertising partners (like Meta/Facebook) to show you relevant ads on other platforms.

  • Legal Obligations: We may share information to comply with applicable laws, regulations, or valid legal requests (e.g., subpoenas or government requests).

4. Relationship with Shopify

Our Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide the platform for us.

  • Information you submit to the Services will be transmitted to and shared with Shopify.

  • Shopify may use your personal information to improve their own services and to screen for fraud.

  • For more information on how Shopify handles your data, please review the Shopify Consumer Privacy Policy.

5. International Transfers

Since we serve customers globally, your personal information may be transferred to, stored, and processed outside of your country of residence (India or otherwise).

  • Data Hosting: Your data is stored on Shopify’s servers and Google Cloud servers which may be located in various jurisdictions, including but not limited to Singapore, India, or the USA.

  • Global Compliance: If we transfer personal information out of the European Economic Area (EEA) or the UK, we rely on recognized transfer mechanisms like the Standard Contractual Clauses (SCCs) to ensure your data remains protected. By using our services, you consent to these cross-border transfers necessary for the performance of our contract with you.

6. Security and Retention

  • Security: We use industry-standard encryption and security measures. However, please be aware that no security measures are perfect or impenetrable. You are responsible for keeping your account credentials safe.

  • Retention: We retain your personal information for as long as necessary to fulfill the purposes outlined in this policy (including legal, accounting, or reporting requirements). We do not automatically delete inactive accounts unless requested.

7. Your Rights

Depending on where you live, you have specific rights regarding your personal data:

  • Right to Access: Request a copy of the personal data we hold about you.

  • Right to Correction: Request correction of inaccurate data.

  • Right to Withdraw Consent: Opt-out of SMS/WhatsApp marketing at any time.

  • Right to Erasure: Request deletion of your data (subject to our legal obligation to keep transaction records for tax purposes).

To exercise these rights, please contact our Grievance Officer below.

8. Children’s Privacy

Our services are intended for users capable of forming binding contracts (Age 18+ in India). However, minors aged 13 and above may use the site under the supervision of a parent or guardian. We do not knowingly collect personal information from children under 13. If you are a parent and believe your child under 13 has provided us with personal info, please contact us for deletion.

9. Grievance Officer (India)

In accordance with the Information Technology Act, 2000 and the SPDI Rules, 2011, the contact details of the Grievance Officer are provided below:

  • Name: Mr. Avinash Ayyagari

  • Designation: Grievance Officer

  • Company: Bhoma Active Origins LLP

  • Address: Plot No.204, 5-4-1307, Sharada Nagar, Hayath Nagar, Vanasthalipuram, Hyderabad 500070, Telangana, India.

  • Email: grievance@fruitofayu.com

  • Resolution Time: We aim to acknowledge complaints within 48 hours and resolve them within 30 days.

10. Contact Us

For general privacy inquiries or questions about this policy, please contact us at:

  • Email: care@fruitofayu.com

  • Address: Bhoma Active Origins LLP, Plot No.204, 5-4-1307, Sharada Nagar, Hayath Nagar, Vanasthalipuram, Hyderabad, TS, 500070, India.