Rajesh Kumar from Bangalore had a problem. His air ticket booking from an online company had been declined, but he was charged for the tickets anyway. Shubhangi Pathak from Oxford had a different issue to deal with. A laptop she purchased in India crashed. Her international warranty got her a new hard drive, but the original 500GB disk was replaced with 250GB.

When months of frustrating conversations with indifferent customer care executives yielded no results, Kumar and Pathak took their litany of woes to a Delhi-based website called Akosha (.com). It worked.