Gurugram, July 1: DiReFTY, a Digital Reputation Safety and Trust-Tech venture, today announced the launch of its comprehensive suite of Digital Reputation Safety services designed to help businesses, professionals, creators, and brands proactively identify, manage, and mitigate digital reputation risks in an increasingly complex online ecosystem.
As businesses become more reliant on digital platforms to engage customers, build credibility, and drive growth, online threats such as fake reviews, impersonation, counterfeit listings, trademark misuse, fake websites, fraudulent profiles, and online misinformation are emerging as significant business risks. These threats not only impact brand perception but can also result in customer distrust, revenue loss, and long-term reputational damage. DiReFTY has been established to address these challenges through a structured Digital Reputation Safety framework that enables organisations to detect threats early, respond swiftly, enforce rights where necessary, and safeguard long-term digital trust.
Built around the philosophy of “Detect → Respond → Enforce → Protect,” DiReFTY offers a comprehensive portfolio of services, including Online Reputation Safety, Fake Review Monitoring, Trademark Monitoring and Enforcement, Marketplace Infringement Detection, Counterfeit Listing Monitoring, Impersonation and Fake Profile Detection, Fake Website Detection, Defamatory Content Escalation, Creator Protection, Brand Integrity Monitoring, and Digital Threat Intelligence.
The company is initially focused on serving sectors where consumer trust and online credibility play a decisive role in business growth, including healthcare, hospitality, direct-to-consumer brands, education, real estate, professional services, and the creator economy.
Commenting on the launch, Ashwini Kumar, Founder, DiReFTY, said:
“Businesses today invest significant time and resources in building their reputation, yet many remain vulnerable to digital threats that can erode trust overnight. Fake reviews, impersonation attacks, misleading online content, counterfeit listings, and fraudulent websites can have serious commercial consequences. DiReFTY has been created to help organisations proactively identify and address these risks before they escalate into larger reputation and trust challenges. Our vision is to enable businesses to build and maintain trust in the digital world through continuous monitoring, intelligence-driven insights, and effective enforcement mechanisms.”
The launch comes at a time when consumers increasingly rely on online reviews, search results, social media content, and digital trust signals before making purchasing decisions. Consequently, reputation management is evolving beyond conventional public relations and customer service into a broader discipline centred around Digital Reputation Safety and Online Trust Infrastructure.
Headquartered in Gurugram, DiReFTY aims to build a scalable trust-tech ecosystem that combines monitoring, intelligence, risk assessment, and enforcement workflows to help businesses safeguard their digital presence, protect brand integrity, and strengthen customer confidence.