Mumbai: Digi Yatra has launched its d-KYC campaign, a self-sovereign identity (SSI) ecosystem using face biometric technology for contactless passenger processing at airports. The campaign, titled ‘Don't Know Your Customer,’ emphasizes Digi Yatra's commitment to meeting customer needs without storing their personal information. In an era of data breaches, Digi Yatra sets a standard for secure data management.

Digi Yatra operates on SSI principles and adheres to world wide web consortium (W3C) standards, utilising verifiable credentials (VCs), decentralized identifiers (DIDs), and distributed ledger technology (DLT) to ensure travelers maintain control over their personal data. Sensitive information is securely deleted within 24 hours of departure, following global data protection standards.

The marketing strategy encourages user engagement through social media with hashtags like #DontKnowYourCustomer and #DigiYatra, along with video testimonials from satisfied customers and infographics highlighting the app’s privacy features and benefits, establishing Digi Yatra as a travel companion.

Digi Yatra Foundation CEO Suresh Khadakbhavi said, “Our primary goal is to make travel seamless and hassle-free, while ensuring that users feel confident and secure about using our app. The launch of this campaign represents a major step forward as we prepare for our future growth. With ambitious expansion plans ahead, we are dedicated to reaching a wider audience educating our users about Digi Yatra’s Privacy By Design approach, which ensures the safety and reliability of our services”.

With 6.4 million app users and operations spanning 24 locations across India, Digi Yatra continues to emphasise the importance of trust, offering travellers an ecosystem where convenience and privacy are equally prioritised.