When I left the big company job in 2008 to start on my own, it was not the ideal scenario be venturing out. The global financial meltdown was well on its way and it was becoming increasingly clear that chasing the digital opportunity in India was going to be an uphill task. Now, about two years down the line from then, it has been an interesting experience to look at what all I've wanted to do and what all I have wound up doing.

After being out of a regular job for well over a year now and now slowly moving into what can be called doing a start-up, I have to say the feeling is very similar to the year 2000 when I started working for the first time in my life. It was the fag end of the dot com boom and the onset of the bubble being burst at that time. The feeling was eerily similar -- high potential, high paying domain having had the rug pulled from underneath its feet. The digital domain in India feels no different at the moment.

When was it that last time, as a customer or as a consumer, you have felt absolute delight at using a product? I can bet with reasonable certainty that the answer would be, in most cases, a 'no'.

For all the money that is spent on advertising, the so-called social media and other standard means of outreach, most businesses are found to be lacking using in the best form of advertisement that they could do for their product; which is to make the experience of procuring, owning and using their products a genuinely delightful experience.