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There was no epiphany, no `aha´ moment and no single malt-fuelled decision. There was just one guiding emotion - the strong urge to set up a viable business of our own which would also reflect our outlook towards life. In a process which was to last three long months, we started with a modest basket of ideas. Some ideas were killed by cold logic at a fairly initial stage whereas some ideas turned out to be resolute survivors. Armed with these survivors, we worked our way ahead with calculations, projections, research and ground-level information collection.
At the end of this exercise, one idea survived.  An idea that married romance and rationale. was to be India´s first social commerce site, where part of the proceeds of every product sold was to help a social cause. Thus, in June 2012, was born - an online destination where one could pick up products rarely found in the nearby gift and stationery shops and contribute automatically to a social cause.

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