Customer Identity and Access Management (CIAM) has alwsays been critical in digital Customer Relationship Management (CRM) systems specifically in safeguarding customer’s identity in diverse digital landscapes like India. This paper presents a comprehensive review of CIAM’s role in fraud prevention at the time of sign-up and sign-in processes of a customer within CRM platforms, with reference to the Indian market. It underscores the current practices of business processes, key challenges faced by customer as well as business and effective fraud prevention strategies, comprising the use of Multi-Factor Authentication (MFA), biometric verification and machine learning for real-time threat detection. Furthermore, it also analyzes India specific factors such as rules and regulations, people diversity and geographical and technological developments that define CIAM in the country. Moreover, decentralized identity management using blockchain, emerging trends in AI-driven fraud prevention and implementation of Zero Trust Architecture (ZTA) are also discussed to offer insights into the future of CIAM in the CRM domain. This aim of the study is to guide business to enhance their CIAM strategies to ensure vigorous security, regulatory compliance and seamless customer experiences, predominantly in the evolving digital market of India.