Of 'lovers', 'rebels', and ad targets: Zoho’s Sridhar Vembu explains the three faces of privacy

Sridhar Vembu

Zoho founder Sridhar Vembu has offered a characteristically candid take on digital privacy, breaking it down into what he calls three cases — “the secret lover,” “the ad-target violation,” and “the secret rebel.” In a detailed post, Vembu argues that privacy isn’t a single concept but a spectrum of trust, legality, and intent — and that tech companies need to be honest about which parts they can actually protect.

This, Vembu says, represents the kind of private communication that must remain absolutely confidential — whether it’s between people, within teams, or concerning corporate trade secrets. Zoho’s tech stack, he claims, is designed to safeguard this form of privacy above all else.

Here, Vembu takes aim at the advertising-driven data economy. “By taking a vow to not use your data to try to sell you stuff,” he writes, Zoho avoids the “sense of distaste or violation” users feel when their data fuels targeted ads. He adds that such restraint also protects corporate clients from accidental data leaks into ad networks.

This one, Vembu admits, is more complex. He notes that companies can’t shield users who break the law or act against governments. “Sovereign power always prevails,” he says, calling it dishonest when firms imply otherwise. Still, he points out, rebels can use secure communication tools — but must understand the legal limits. "Whether it is Google or Apple, when they operate in India, they have to comply with Indian law and likewise Zoho has to comply with US law when operating in America," explained Vembu.

In an industry that often hides behind jargon, Vembu’s analogy-rich explanation stands out for its bluntness.