← BAK Private Limited

Privacy Policy — Dress Style

Last updated: 15 October 2026 · Operated by BAK Private Limited, India

1. Who we are
2. Your account
3. What stays on your phone
4. What leaves your phone, and when
5. Shops and other sites
6. The phone code
7. Wallet and payments
8. Refer and earn
9. Reporting a picture
10. Photos of other people
11. Saved and shared look photos
12. Keeping it safe
13. Where you are
14. Permissions
15. Our website
16. What we keep, and for how long
17. Who handles your data
18. Where your data is processed
19. Security
20. Children
21. Your rights
22. Deleting your account
23. Grievance officer and contact
24. Changes

Who we are

Dress Style is made by BAK Private Limited (CIN U63999KA2023PTC181464), registered office No.66-65, Doddabasavanapu, 9th Cross, K R Puram, Bhattarahalli, Bengaluru 560049, Karnataka, India. We decide how your personal data in Dress Style is used. Under Indian law, that makes us the "data fiduciary". You can reach us at hr@bak.co.in.

This policy covers the Dress Style app and our website, bak.co.in, including the wallet page. Using them also means agreeing to our Terms of Use.

Your account

You sign in with your Google account before you start. Google tells us your name, email address, profile picture link and a Google account ID. Our sign-in service (Firebase Authentication, run by Google for us) keeps them, with the dates you signed up and last signed in. Google also records technical details, such as your IP address, to protect sign-ins. We never see your Google password.

We use your name and email to sign you in, to show which account you are using, to fill in the payment form when you add money with Razorpay, and to reply when you write to us. Our service also checks your email address against a short list of BAK's own test accounts, which may try features before everyone else. Every request the app makes to our service carries your sign-in, so the service knows it is you. We don't use your account for marketing, and we never sell it.

What stays on your phone

All of this lives in the app's private storage, which other apps cannot read. On Android, the phone's own backup is turned off for Dress Style, so none of it goes to Google's backup. On iPhone, the app's data is included in your iCloud or computer backup if you have one turned on. To move it to a new phone, export an encrypted backup (see Backups).

Some details from this table are sent, without being kept, when the app asks for a stylist review or event advice. The next section lists exactly which.

Some work happens only on your phone: removing the background from a clothing photo (on Android with an on-device model from Google Play services), finding where you stand in your photo, a first reading of your colours, outfit suggestions, and the "Person kept" and colour scores on a picture.

What leaves your phone, and when

These go to BAK's service, a cloud function we run on Google Cloud (Firebase). The service passes them to Google's AI models on Vertex AI (Gemini), to Google Cloud Vision SafeSearch or to Google Web Risk, and sends the answer back. Every request also carries your sign-in, the app's version and an App Check token, which tells our service the request comes from a genuine copy of the app (Google Play Integrity on Android, Apple App Attest on iPhone).

Checking a new piece is clothing

• When: automatically, each time you add a clothing photo, to your wardrobe or to try before you buy.
• Sent: a copy of that one photo, at most 1280 pixels on its long side.
• What happens: Google's AI says whether it shows clothing, what kind, and what to call it. For a screenshot of a shop's page, it also reads the shop, title, price and sizes, so you don't have to type them. SafeSearch checks it is nothing restricted.
• Kept: not the photo. Only the safety result, under a one-way code (see Keeping it safe).

If a photo doesn't look like clothing, the app says so, and you can still keep it. When the check finds a restricted item, such as swimwear or underwear, it is not added. If the check can't be reached, the piece is added, and it is checked when you use it in an AI picture.

Reading your colours

• When: automatically, when you set your try-on photo, unless you chose your colour season yourself. It may run once more after an app update that improves the reading.
• Sent: your try-on photo.
• What happens: Google's AI reads your natural colouring: skin undertone (warm, cool or neutral), skin depth (light, medium or deep) and the contrast between your hair, skin and eyes. It then names your colour season. This is used only to suggest colours. It is never used to guess your race, ethnicity or anything else about you.
• Kept: nothing on our side. The result is saved on your phone.

Make it realistic (AI pictures)

• When: only when you tap Make it realistic and confirm. The price is shown first.
• Sent: your try-on photo (or the current picture, when you add more pieces), the photo of each piece you picked (up to 10), what kind of piece each one is and, for a set, the names of its parts, and, when pieces are pasted on, the picture underneath.
• What happens: SafeSearch checks every photo, the picture underneath included. Google's image model makes the picture. The finished picture is checked again before it comes back.
• Kept: the photos and the picture are not stored. The finished picture stays in our service's memory for up to 15 minutes, so it can be sent again if your connection drops. The safety result for each photo and for the finished picture is kept under a one-way code (see Keeping it safe). Your wallet records the charge.

Stylist review

• When: automatically, after each AI picture.
• Sent: the AI picture; the names, categories and colours of the pieces in it; your colour season; if you set them, who you dress for, your body shape and your height; and the names and categories of the other pieces in your wardrobe.
• What happens: Google's AI gives its opinion: the stylist's score, how it might fit, and notes.
• Kept: nothing on our side. The review is saved with the picture on your phone.

Festival and event advice

• When: when you open a festival or an event, including your birthday or a special date if you added one, and the app asks what to wear.
• Sent: the kind of event or the festival, its date (for your birthday, the day and month it falls on next; never the year you were born), your region and, in India, your state if you set one, who you dress for, the season, your colour season, and the names, categories and colours of your wardrobe pieces.
• Kept: nothing on our side. The advice is saved on your phone.

The app does not read your calendar.

Checking links

• When: when you share or paste a link into the app, and when a page in the in-app shop browser leads to a site that is not one of the shops the app knows.
• Sent: the web address only. Nothing else about you goes to Google Web Risk.
• Kept: the answer is remembered in memory for 30 minutes. When Google lists a link as harmful, our log notes only the website's name.

The app also checks the address on your phone for common tricks. A link Google lists as harmful is not opened.

Your wallet, a friend's code, deleting, reports

Reading your wallet balance (the app does this on the Me tab and before each picture), making a picture, using a friend's code and deleting your account also send the one-way phone code described in The phone code. Reporting a picture is described in Reporting a picture.

Shops and other sites

• Product links. When you share or paste a product link, your phone downloads that page and its photo straight from the shop, as an ordinary visit. The page itself does not pass through us; only its address is checked (see Checking links).
• Searching and the shop browser. When you search for a piece, what you type goes straight to the shop you picked, or to Google Shopping, as part of the shop's web address. The shop's own page opens inside the app, as it would in a browser. The app may also load a shop's page on your phone, out of sight, to read the product's photo, price and sizes. The shop sees these as normal visits (for example your IP address, browser type and its own cookies). Its own privacy policy covers them.
• Festival dates. Your phone downloads Google's public holiday calendar for your country, directly. The request says only which country.
• Affiliate links. A link to buy may carry an affiliate tag (for example Amazon Associates), or pass through an affiliate network's address on the way to the shop. The shop or network may pay BAK a small commission. The price is the same for you. Before such a link opens, the app asks our service for the current affiliate settings; only your sign-in goes with that, as with every request, and nothing about the link. An affiliate network that a link passes through sees your visit (your IP address, browser and its own cookies) under its own privacy policy.

Google libraries in the app. Google's on-device ML Kit (used to remove backgrounds and find faces) and the Firebase libraries may send Google technical information to run and improve them: device and app details, performance and error data, and an installation ID. Your photos are not sent for this.

Razorpay's library in the Android app. The Android app also includes Razorpay's payment library. It starts with the app, takes a payment only when you pay with Razorpay inside the app, and can see which UPI and payment apps are on your phone, under Razorpay's privacy policy.

Dress Style has no analytics or advertising library of its own, and it does not use the advertising ID.

The phone code

Each new account gets 1 free AI picture, but only the first account on a phone. A friend you invite also needs to be on their own phone to earn you a free picture. To check this fairly, the app sends a one-way phone code.

• What it is. On Android, the phone gives each app its own ID, different for every app. On iPhone, the app makes a random ID the first time and keeps it in the phone's Keychain, so it stays the same if you reinstall; it is never synced or moved to another phone. (If the Keychain can't be used, the app uses the ID iOS gives it instead, which changes when you reinstall.) Before anything leaves the phone, the app turns that ID into a one-way code (a SHA-256 hash, mixed with the app's name). The ID itself never leaves your phone, and the code cannot be turned back into it.
• When it is sent. Only with requests to make a picture, to read your wallet (on the Me tab, in your wallet and before each picture), to use a friend's code and to delete your account. Never with anything else.
• What we keep. In your wallet, the codes of the last 10 phones you used, and of every phone on which yours was the first account. And for each phone, a record of which account was first on it, and when.
• When you delete your account. Your wallet and the codes in it are deleted. For each phone on which yours was the first account, the phone's record is kept, with your account ID replaced by "deleted", so the phone does not get a second free picture. The record no longer names your account. If someone signs up on that phone again, it only tells us the phone has had its free picture.
• What it is used for. Only fair free pictures and referrals, which is fraud prevention. It is not used for ads or analytics, and it is never shared or sold.

Wallet and payments

Dress Style has a prepaid wallet. Money you add is credit for AI pictures (₹15 a picture), and nothing else. The Terms of Use give the details, and the refund policy says when money is returned.

Adding money

Today you add money on our wallet page, bak.co.in/wallet, through Razorpay (UPI, cards, net banking or wallets), signed in with the same Google account. The page opens in your browser or, where the app offers it, inside the app.

• Razorpay. Razorpay takes the payment on its secure checkout. We fill in your name and email from your sign-in, and Razorpay may ask for your phone number. Your Dress Style account ID goes with the order, so the money reaches the right wallet. After you pay, our service asks Razorpay for the payment's record, which includes details such as your phone number, email and UPI ID, or your card's network, bank and last 4 digits. We keep only the payment ID, the method and a short label: for example "Visa ••1234", the UPI app (such as PhonePe), the bank or the wallet. We never see or keep your full card number, CVV, UPI PIN or bank password.
• In the Google Play version of the app, when this is available, Google will show you a choice: pay with Google Play's billing, or with Razorpay. If you pay with Google Play, Google takes the payment under its own terms and privacy policy; we will receive the order number, the pack you bought and a purchase token, and check them with Google before adding the money. If you choose Razorpay there, Razorpay's own payment screen opens inside the app, under Razorpay's privacy policy, and we handle the payment as above. We will then tell Google about it, as Google's rules require: the amount and its tax, the time, where it is taxed and a token Google gives us, with nothing about you or how you paid. We will keep a record of that sale with our payment records (see What we keep). We will update this policy when it starts.

What we keep

• Your balance and free pictures.
• Your latest 100 wallet lines: money added (with the payment ID, method and label above), each picture paid or free, refunds (to your wallet, or money we returned to you) and referral rewards. Older lines move to a monthly payment history (our ledger).
• Order numbers, so a payment is never added twice. An unpaid order is cleared the next time you start a payment once it is more than 24 hours old, and always when you delete your account.

Your wallet is kept until you delete your account, and our copy of your payment history is deleted with it. Razorpay (and Google Play, once you can pay there) keep their own records of your payments, as the law requires.

In the app you see your balance and your latest 20 entries. Your full history is at bak.co.in/wallet, signed in with the same Google account. When the app opens that page for you, it signs you in with a one-time code that works once, within 5 minutes.

Refer and earn

• Each account can share a 6-character code. Invite as many friends as you like.
• When a friend enters your code on a new account, before their first picture, and then makes their first picture, you get a free AI picture. Up to 5 a week (weeks start on Monday, India time).
• Both phones are checked with the phone code. A friend can enter a code only once the app has confirmed which phone they are on, and you earn only if yours was the first account on your phone. A friend on a phone that another account used first, or on one of your own phones, does not count.
• We keep your code with your account ID, the account that invited each friend (in the friend's wallet), and how many friends have counted. We never show your name or email to the friends you invite, or theirs to you.

Reporting a picture

If an AI picture is offensive, sexual, harmful or not you, tap the flag (Report) on the result or on a saved AI look, and pick a reason. The app sends the reason and a copy of the picture (at most 1280 pixels on its long side) to BAK.

We keep the report in private storage with your account ID, the time and which picture it was, so we can review it and act on it, for example by tightening our safety checks. Only BAK looks at reports. A report is kept for 90 days and then deleted. If you delete your account first, your reports are deleted with it.

Photos of other people

Use a photo of someone else only if they have agreed to it. If you think someone has used your photo in Dress Style without your agreement, write to hr@bak.co.in, even if you don't use the app. Pictures are kept on the user's own phone, not by us, but we will look into it and can close an account that breaks our Terms. In the app, a picture that isn't you can be reported with Not me.

Saved and shared look photos

When you save a look to Photos or share it, the image file carries the look's details inside it, so the photo alone can bring the look back later. These details are:

• each piece in the look with a small picture and everything you recorded about it: name, brand, colours, your notes, whether it is a favourite, how often and when you last wore it, when you added it, and its shop details (prices, links, notes and, if you added it, the shop's location);
• the look's own note and dates, the outfit it came from, the scores and the stylist's notes;
• a one-way code made from your account's email address, so the photo restores only into your account. It is not your email address, but someone who already knows your address could check a photo against it.

Anyone you send the file to can read these details with the right tools. Some chat apps remove them. If you don't want to pass them on, share a screenshot of the look instead.

Backups

A backup you export is sealed on your phone with a passphrase you choose (at least 8 characters, AES-256-GCM), before it goes anywhere. You decide where it goes. We never see the backup or the passphrase, and nobody can open it without the passphrase, including us.

Keeping it safe

Dress Style is for everyday clothes, shoes and jewellery. Google Cloud Vision SafeSearch checks each clothing photo when you add it (whenever the check can be reached), and every try-on photo, every piece, the picture underneath and every AI picture when a picture is made. Swimwear, underwear, lingerie, see-through clothing, nudity and anything sexual are refused, for everyone alike. A picture held back by these checks is not charged.

So the same photo is not checked (and paid for) twice, we keep the result of each check, with the verdict and the labels Vision gave, under a one-way code made from the photo. These results are deleted automatically after 60 days. They hold no photo, are not linked to any account, and cannot be turned back into the photo.

Where you are

• Your region sets the shops, festivals and sizes. The phone works it out from its time zone, then the SIM or network country, then the language setting, or you pick it. It is sent only as a name (for example "India") with festival and event advice.
• Your Indian state is optional. Pick it from a list, or tap Use my location. Only the state's name is kept, on your phone, and it is sent with festival and event advice.
• A shop's location is noted only when you tap Add my current location on a shop. It is kept on your phone with that shop, and inside look photos you save or share.
• Location is read once, when you tap, after you allow it. It is never tracked or read in the background. Android's own location service turns the reading into a place name; on most phones that is Google's service. We never receive your coordinates. On iPhone, the app does not use location.
• Your birthday is optional and kept on your phone, for birthday wishes and what to wear. Its day and month are sent only when you ask what to wear for it.

Permissions

• Internet: to sign in, check clothing photos, make AI pictures, get advice, open shop pages and add money.
• Camera: on Android, Dress Style has no camera permission. Take Photo opens your phone's own camera, which hands back only the photo you take. On iPhone, iOS asks once to allow the camera the first time you take a photo in the app.
• Photos: Choose from Library uses the system photo picker, so the app sees only the photos you pick. Saving a look to Photos may ask for permission to add to your library (on iPhone, and on Android 9 or older).
• Location (Android, optional, one reading at a time): for Use my location and Add my current location, as above.
• Biometrics (optional): the app lock uses your phone's fingerprint, face or screen lock (Face ID on iPhone). Your phone does the check. The app never receives your fingerprint or face data.
• Google Play billing: lets the Google Play version of the app offer payment through Google Play, when this is available.

Saying no to any of these leaves the rest of the app usable.

Our website

bak.co.in is served by Google's Firebase Hosting, which sees your IP address and browser to deliver the pages and protect them. The website has no ads and no analytics.

The wallet page loads Google's Firebase sign-in from gstatic.com and Razorpay's checkout from checkout.razorpay.com. Google's sign-in keeps you signed in on that browser, in the browser's own storage, until you sign out. When you pay inside the app, the page also notes the order in the browser's session storage until the payment is confirmed. Razorpay's checkout may use its own cookies, under Razorpay's privacy policy.

What we keep, and for how long

Deleted files may stay in Google Cloud's short-term recovery storage for up to 7 days before they are gone for good.

Who handles your data

We use these companies to run Dress Style. They handle your data for us, under contracts and their own security rules:

• Google Cloud: Firebase Authentication, App Check and Hosting, Cloud Functions, Cloud Storage and Cloud Logging, Vertex AI (Gemini), Cloud Vision SafeSearch and Web Risk. Google processes this data under Google Cloud's data processing terms, and does not use it to train its models. Google may keep requests briefly in short-term caches or for abuse monitoring, as its terms allow.
• Google Play Integrity (Android) and Apple App Attest (iPhone): check that requests come from a genuine copy of the app.
• Razorpay (Razorpay Software Private Limited): payments you make with Razorpay, and its payment library in the Android app (see Razorpay's library).
• Google Play: payments you make with Google Play, when this is available, under Google's own privacy policy.

Shops you visit, affiliate networks and Amazon Associates are not our providers. They see what you do on their sites or links under their own privacy policies (see Shops and other sites).

We don't sell your personal data, and we don't share it for advertising. We share it with others only when the law requires it, for example a valid order from a court or government authority, or to protect people from harm.

Where your data is processed

BAK is in India. Our service runs on Google Cloud in the United States, and Google's AI models are reached through Google's global service, so your data may be processed in other countries. Razorpay processes payments in India. We use providers with strong security and contracts, and we follow any limits the Indian government sets on sending data abroad.

Security

• Everything the app and the website send travels encrypted (HTTPS).
• Requests from the app are accepted only from signed-in, genuine copies of the app. The wallet page accepts only a signed-in Google account or a one-time code from the app, and a returning payment is accepted only with Razorpay's signature.
• What we keep is in private cloud storage, not public. Only BAK can reach it.
• Payments are taken by Razorpay (and, when it is available, Google Play), never by us.
• Backups are encrypted with your passphrase, and you can lock the app with your phone's own lock.

No system is perfectly secure. If you find a problem, please tell us at hr@bak.co.in. If a breach affects your data, we will tell you and the authorities as the law requires.

Children

Dress Style is for people aged 18 and over. It is not meant for children, and we don't knowingly collect data from anyone under 18. If we learn that an account belongs to someone under 18, we delete it. A parent or guardian can write to us at hr@bak.co.in.

Your rights

Under India's Digital Personal Data Protection Act, 2023, you can:

• ask what personal data we hold about you and how we use it;
• ask us to correct, complete or update it;
• ask us to delete some or all of it (deleting your account removes all of it; a verified photo from an earlier version can also be removed in the app);
• withdraw your consent, by stopping use of the app and deleting your account (this ends the features that need that data);
• name someone to act for you if you die or cannot act yourself;
• raise a grievance with us.

To do any of these, write to hr@bak.co.in from the email address you sign in with. We may ask you to confirm it is you. We reply within 30 days. If you are not satisfied with our answer, you can complain to the Data Protection Board of India.

Deleting your account

• In the app: Me → Account and data → Delete account. The app shows the wallet balance and free pictures you will lose, and asks you to confirm. While it works, it shows "Deleting your account…". Your account and its data are deleted from our service, except what is listed under What is kept, and then your wardrobe, outfits, looks, profile, photos and saved AI results on that phone are erased. If any part can't be deleted, the app says so and asks you to try again. You stay signed in and nothing on your phone is erased; trying again finishes the deletion. Once done, it cannot be undone.
• Without the app: email hr@bak.co.in with the subject "Delete my Dress Style account", from the email address you sign in with. We delete it within 30 days.
• Only this phone: Me → Account and data → Reset everything empties the wardrobe, outfits and photos on this phone and keeps your account.
• Single pieces, outfits and photos: delete them in the app.

The Delete your account page lists exactly what is deleted and what is kept, and why.

Grievance officer and contact

For any question, request or complaint about your data, write to our Grievance Officer:

B A Karthik Kumar, Grievance Officer
BAK Private Limited, No.66-65, Doddabasavanapu, 9th Cross, K R Puram, Bhattarahalli, Bengaluru 560049, Karnataka, India
Email: hr@bak.co.in (subject "Privacy")

We acknowledge a complaint within 48 hours and resolve it within 30 days.

Changes

If a new version of Dress Style changes what is sent or kept, we update this policy before that version is released and change the date at the top. For important changes, we also tell you in the app.