AJVA | eMSME Saarthi

Privacy Policy

We place the highest importance on respecting and protecting your privacy. Our relationship with you is our most important asset. We want you to feel comfortable and confident when using our Platform and Services. The objective of this Policy is for you to better understand the type of information we intend to collect from you; the purpose for which the data collected by us will be used; the use of such information by the parties with whom we will share your information; our Policy regarding cookies and identity theft instances; the data security practices of the third party website links available on our Platform; the data retention policy and information security measures implemented by us; our disclaimers concerning Services and the Platform; our Policy regarding the changes and updates to this Policy; our Policy concerning the withdrawal of your consent; and legal rights and obligations in case of disputes and grievances.

This Privacy Policy (the "Policy") applies to the use of or access to the website and other similar platforms (after this, collectively referred to as the "Platform") by the User (after this "you" or "your").

The Platform is provided by AJVA Fintech Private Limited [ Formerly known as AJVA Business Solution Private Limited ] (from now on "Company" or "our" or "we" or "us"), a company incorporated under the Companies Act, 2013, having its registered office at 203, Sumer Kendra, Pandurang Budhkar Marg, Worli, Mumbai - 400018.

This Policy is published following the provisions of Rule 3(1)(a) of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 and Rule 4 of the (Indian) Information Technology (Reasonable Security Practices and Procedures and Sensitive Personal Data or Information) Rules, 2011 framed under the (Indian) Information Technology Act, 2000 (as amended from time to time) and that requires publishing the privacy policy for usage of Platform and Services. Therefore, this Policy (read with the Terms of Use (from now on the "Terms")) constitute a binding and legally enforceable contract between the Company and User.

By using the Platform or availing of the Services, you agree to this Policy. Subject to applicable laws, the terms of this Policy (and any changes to that) will become relevant to you retrospectively on and from the date of your first use of the Platform. If you do not agree to this Policy's terms, please do not use our Platform and Services. Further, by using this Platform, you also confirm that you are either the owner of or are duly authorized to use and share the information that the Platform may require and that you using the Platform does not violate any applicable law or contract by which you may be bound or is otherwise prejudicial to any person. Finally, you agree to indemnify the Company, its employees, directors, officers, agents, business associates, affiliates and agents from any loss, damage, expenses, or other adverse consequence they suffer because of your usage of the Platform unless such loss, damage, costs or different negative impact can be attributed to our act or omission.

The Policy extends to the following information: (a) information you provide us, or the information otherwise collected by us through your usage of our Platform and Services (see Terms); (b) information collected while you use the Platform and Services; (c) information collected from any other source; or (d) information generated while availing our Services including but not limited to any transactional information. We aim for full transparency on how we gather, use, and share your information.

This Policy should be read in consonance with the Terms (available at https://emsmesaarthi.com/terms-and-conditions ), and they are incorporated by reference. Capitalized terms not defined herein shall have the meaning set out in the Terms.

Information we collect
  1. When you use our Platform or avail of the Services, we seek or collect, amongst others, information such as your Email ID, Mobile Number, Name, Name of the Entity, GST Number, Udyam Registration Certificate Number, Age, Gender, Type of Industry, MSME Classification, Social Category, Constitution of Entity, Password, Location of Entity, and/or other details required while calculating your eligibility and facilitate the provision of the Services through our Platform. No liability on the authenticity/ genuineness of the information disclosed will lie on the Company. Further, the Company will not be in any way responsible for verifying any information obtained from you.
  2. In case you are required to provide your URC details to us during account creation, you acknowledge and agree that the act of offering your URC details to us is voluntary. We require URC details solely to carry out our Services.
  3. We collect mobile numbers, email addresses that you provide us on the Platform and use the same for sending various communications to you.
  4. When you visit our Platform or avail of the Services, we collect certain information about your interaction with our Platform, including the pages that you view, your internet protocol address, the links you select or actions you take, browser type, the unique identifier of your device and device information such as operating system, operating system version, browser plug-ins, crashes, system activity, hardware settings, location-based information, date and time of your request and referral URL, and cookies that may uniquely identify your browser and mobile application and the previously visited webpage.
How we use the information
  1. We do not sell or share your personal or financial information with anyone. However, notwithstanding anything contained in this Policy, you expressly acknowledge, consent, and agree to the following terms on information use and further authorize us to access and use your information in the manner set out below:

    a. to use your information to manage your account, contact you and operate, improve, and deliver our Platform and Services. We use your information to give you a customized, interactive experience as you use our Platform and avail of our Services.

    b. to use your information for maintaining a record of such information and your transactions securely and confidentially and as required under the applicable laws.

    c. to use services of third parties to provide the Platform and Services for you, who are bound to keep such information confidential.

    d. to troubleshoot software bugs and operational issues, conduct data analysis, testing and research, and monitor and analyze usage and activity trends. Information collected may also be used to share communications to you about our products & services, provide additional features through cookies and detect and/or prevent any fraudulent/criminal/prohibited activity as per applicable laws.

    e. to use the data in an aggregated/compiled form to produce statistical/demographic analyses for marketing, strategy and other business purposes. However, these will be used in ways that will not identify you or link any specific information to an individual. Such aggregated information and results/analyses shall be our property, and you will not be entitled to any compensation for the use thereof.

    f. to share your information with judicial, administrative and regulatory entities to comply with any legal and regulatory requirements.

    g. to summarize information about your usage and combine it with others to learn about the use of the Platform and Services and further to help us develop new products and services.

    h. to use your information to manage your account, contact you, operate, improve, and deliver our products and services, including the Platform. You further acknowledge, agree, and authorize us to use your information for market research, project planning, product development, troubleshoot problems, analyze user behaviour, marketing purposes, and promotions.

    i. to use your information to compute the charges for the products and services you purchase.

    j. to use the contact information to communicate with you. You further expressly consent and authorize us to send you messages on your mobile number, call you on your mobile number, send you news and communicate with you in any other manner, including to provide you Platform and Services and for marketing and promotional purposes.

    k. to use third-party advertising companies to display advertisements. Such companies may use information about your visits to the Platform and Third-Party Platforms to provide advertisements about goods and services of interest to you.

    l. to share your information with identified Strategic Partners, our third party service providers and our affiliates to host, use, copy, transmit, process, store, share, analyze, display, make derivations, and back up all data you submit to us through our services and as required by us, including but not limited to personal data and any other data relating to financial information of yourself and others, for the purposes of (a) providing the Services requested by you, as set out in this Policy and enable you to use the Platform and avail the Services (including the services provided by our Strategic Partners, third parties and affiliates; (b) allow us to improve, develop and protect our Services; (c) create, market or provide new services through the Company or its Strategic Partners, group companies and affiliates; (d) communicate with you about our Platform and the Services; and (e) send you information we think may be of interest to you. You agree, represent and warrant that you have, and you will maintain, all rights to allow the Company, our Strategic Partners and/ or any third-party service providers, and our affiliates, to host, use, compile, copy, transmit, process, store, share, analyze, display, make derivations, and back up all your data and retain aggregated customer data, including without limitation in combination with data of other users.

  2. You acknowledge, agree, and authorize us to collect, store, process your information and further transfer and share information (including personal information) with third parties, including payment gateways, banks, Income Tax Department etc.
  3. If you choose to use Services provided by our Strategic Partners or our third-party service providers through the Platform, your information may be governed by the terms of the privacy policy of such Strategic Partners and the third-party service providers. We will not be responsible for the privacy practices of such Strategic Partners or any third-party service providers.
  4. We may share/ transfer/ assign all your information with any other business entities, including in the event of a merger, sale, re-organization, amalgamation, joint ventures, assignment, restructuring of business or transfer or disposition of all or any portion of our business.
Cookie Policy

Like many websites, we use cookies, flash cookies, web beacons or similar technologies. "Cookies" are small text files that are stored on your computer or other devices when you visit certain online pages that record your preferences and actions. We use cookies for various purposes, including remembering you and your choices, tracking your use of our Platform, and facilitating your use of the Platform. Most web browsers automatically accept cookies, but if you prefer, you can usually modify your browser setting to decline cookies. However, please note that refusing a cookie may limit your access and/or use of Platform and Services.

Identity Theft
  1. There may be instances when you receive a seemingly legitimate-looking email asking for your personal information from you, such as your credit card details, bank account details, one-time passwords, contact information, etc. The Company will never ask for such information from you via email.
  2. Such activities are usually carried on by unauthorized individuals and are illegal in nature. They are called phishing or identity theft. If any suspicion of such action or receiving such an email, you are sure it was not sent by us. Therefore, we advise you not to respond to such mail and take whatever action you see fit.
Links to Other Sites
Our Platform provides links to other websites and third-party platforms (including Google) ("Third-Party Platforms"). Such Third-Party Platforms may collect information about you. We are not responsible for the privacy practices or the content of those linked websites and Third-Party Platforms. We recommend you review the privacy policies of such Third-Party Platforms. If you choose to log in through your Google account, we will access information from your Google accounts once they give us permission to do so whilst using the Google-related functionality (as the case may be) of the Platform. Once approval is granted, the Platform accesses a user's account details, mobile number, email address and location (applicable). The respective privacy policies of Google will also be suitable.
Data Retention by Us
  1. We will retain your information only for as long as is necessary for the purposes set out in this Policy. We will retain and use your information to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.
  2. We encourage you to review the information and inform us that any discrepancies and information found to be inaccurate shall be corrected or amended. Please reach out to us at info.saarthi@ajvafin.com if you would like to review the data collected by us.
  3. You shall always take adequate necessary precautions at your end to preserve your Data's integrity and security, which shall include and not be limited to your personal information. All information disclosed by you shall be deemed to be admitted willingly and without any coercion.
Log Data
We want to inform you that we collect data from your Log Data device whenever you use our Platform or avail of our Services. This Log Data may include information such as your device's Internet Protocol ("IP") address, device name, operating system version, the app's configuration when utilizing our Service, the time and date of your use of the Service, and other statistics.
Information Security
We work to protect your information from loss, misuse, or unauthorized alteration by using industry-recognized security safeguards coupled with carefully developed security procedures and practices. We maintain electronic and procedural safeguards of all information. In addition, we use both internal and external resources to review our security procedures.
  1. We make no representation as to providing or storing backup copies of any information submitted to us. You shall be solely responsible for ensuring that you maintain backup copies of such information. In the event of any malfunctioning or failing of the Platform for any reason whatsoever (including on account of maintenance), you may be required to resubmit such information.
  2. Although we take appropriate steps to maintain the security of information we collect from you, we assume no responsibility of whatsoever nature to make good the losses and damages you may incur due to privacy and/or security breach of your information. We shall not be liable for any loss or damage sustained because of disclosure (inadvertent or otherwise) of any information and/or omission or inaccuracy concerning any information so disclosed and used whether in pursuance of a legal process or otherwise.
  3. When payment information is being transmitted on or through the Platform, it will be protected by encryption technology of third-party payment services providers, including payment gateways. You agree, acknowledge and consent to sharing your information with third-party service providers to process payments and manage your payment-related information.
Changes to this Policy
Please note that this Policy may change from time to time. The "Last Updated" date at the top of the Policy indicates when the most recent modifications were made to the Policy. We reserve the right to modify or amend the terms of our Policy from time to time. We will endeavour to post any changes to this Policy on our webpage and, if the changes are significant, provide a more prominent notice. While we will make reasonable efforts to keep you posted on any updates to this Policy, we recommend reviewing this Policy periodically to make sure that you are aware of any changes. If we modify this Policy, your continued use of the Platform and Services will signify your acceptance of the revised Policy. It will be adequate proof that you have expressly agreed to the terms of this Policy which shall apply from the date of your first use of the Platform.
Withdrawal of Consent by You
You may choose to withdraw your consent provided hereunder at any point in time. However, such withdrawal of authorization must be sent in writing to info.saarthi@ajvafin.com. If you later withdraw your consent, we request you not to access the Platform and/or use the Services and reserve the right to not provide you with any Services through the Platform.
Governing Law
This Policy is governed by all laws applicable within the territory of India. By using the Platform and Services, you agree to the terms of the Policy, thereby consenting to the exclusive jurisdiction and venue of courts in Mumbai, India, in all disputes arising out of or relating to the use of the Platform or this Policy.

If there are any questions or grievances regarding this Policy or the safety of your information, you may contact us at the address given below.


203, Sumer Kendra,
Pandurang Budhkar Marg,
Worli, Mumbai-400018.