New Delhi: Zoho co-founder and CEO Sridhar Vembu has once again sparked discussion on digital privacy, this time through a candid post on X (formerly Twitter). Known for his plain-spoken style, Vembu used three metaphors to explain how Zoho approaches privacy and where the limits of technology meet the force of law.
Breaking the subject into what he called the “secret lover case,” “the ad violation case,” and “the secret rebel case,” Vembu argued that privacy is not one single idea but a mix of trust, intent, and legal boundaries. His post quickly caught attention for being both simple and blunt in a space often filled with jargon.
On the topic of privacy, there are three distinct cases I want to address:
1. The secret lover case
2. The violation we feel when a company uses our personal data to show ads to us
3. The secret rebel case
The secret lover case also applies to org trade secrets and…
— Sridhar Vembu (@svembu) October 8, 2025
The secret lover case
Vembu began with a phrase that might sound playful at first. “The secret lover case also applies to org trade secrets and confidential data but ‘secret lover’ is more catchy 😁,” he wrote. For him, this case represents the most private of communications — whether between individuals or inside companies.
He added, “We work hard to ensure your privacy in case 1. Our tech stack and product are designed with this as a major goal.” In short, this is the category Zoho puts the most effort into protecting, building systems to make sure private exchanges and business secrets remain safe.
The ad violation case
Next, Vembu turned his attention to the digital ad economy. He pointed out the discomfort people feel when their personal data is used to sell them something. “By taking a vow to not use your data to try to sell you stuff, we protect you from that sense of distaste or violation,” he wrote.
He went further, noting that this approach also helps businesses. According to him, “Our strong stand also ensures that corporate confidential data or trade secrets do not get leaked to those ad-related data mining systems.” The message here was clear: Zoho will not trade in user data, and this helps avoid accidental exposure to advertising networks.
The secret rebel case
The third and most complex example came with a warning. Vembu called it the “secret rebel case,” where people expect tech companies to shield them if they go against governments. “Any company operating in a jurisdiction promising to protect a secret rebel against their own government is making a false promise. Sovereign power always prevails over mere companies,” he wrote.
He pointed out that while rebels may communicate like “secret lovers,” they cannot expect legal systems to defend them if they plot against authorities. He also reminded readers that compliance with local law is unavoidable. “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.
A decade-old stance
Vembu said this is not a new stand for him. “Our stand has been consistent on this matter. I have said these in our Zoholics events in many locations around the world for well over a decade,” he noted. His post reflects the same message he has carried at global events, stressing that true privacy comes from both technology and respect for sovereign law.
In a time when digital privacy often feels like a moving target, his metaphors might appear unusual but they highlight a bigger point, that companies can protect some forms of privacy, but there are limits set by the law.