It all began when Ashutosh moved back from the US & lost his favorite wallet bought over there. Even though the same wallet was available at the company's store in India, the price tag was more than double its price in the US.
The alternatives from India based brands offered much better price points but barely matched the design & quality he expected. Left without an option, he ended up buying the same wallet by paying double at the store but never forgot the rip-off.