LifeMojo – the real mojo of my life!

Image via CrunchBase

Last year, on World Diabetes Day I wrote a post on LifeMojo and their test site. You can read that post here.

One year down the lane, i have more than one reason to be compelled to write about LifeMojo!

I started to track my diet and activities on the LifeMojo platform and soon i realized that i had started to watch what i eat unconsciously!

I have also got onto the habit of checking for calorie content of the food i consume on LifeMojo and these guys have made it really easy to access that information – all that i need to do is ping the “Calories” buddy on my gtalk, input the food i am consuming and voila it gives me the calorie content of the same and more!

I set goals, mainly weight reduction goals and i have lost 8 kgs in all till date. All this, with no crash diets or rigorous exercises, but a well planned diet and some simple activity goals on LifeMojo.

I also tried their Diet Consultation and was on one of their diet plans for a while, but my travel schedule often made it difficult for me to follow the diet plan. But, what i do like about their diet plans are, they do not make you change your food habits, they work around things you like to consume and plan a diet for you!

I subscribe to their daily tip, it comes to me via SMS exactly @ 8 am each day! I kinda look forward to it right now, coz its a new insight each day. Tips that helps me in my daily life.

Something else i like about LifeMojo is their articles section on the website. It’s a melting pot of knowledge related to health and fitness – and not the run of the mill sorts, but features that add real value with tips that are very possible ūüôā

The LifeMojo guys have constantly kept their product alive by introducing interesting features and kept the interest of users like me alive! Most recently they’ve added a bunch of diet consultation packages to their offering. The diet consultation is not online only, its a great mix of over the phone and online which makes the whole consultation and getting results out of it all the more real. There is someone following up with you!

Just a couple of days back they have launched their Forums – a new feature that brings in more interactivity and exchange of knowledge among the users of LifeMojo and people interested in health and fitness.

What’s more, a little bird also tells me that these guys are almost on the verge of hitting that break-even point and perhaps even go cash flow positive. Looking forward to that LifeMojo guys!

Meanwhile, now that i have a 8 month old at home, i am looking forward for LifeMojo to introduce something to track diet of infants and kids, say JuniorMojo or ChildMojo? What say guys?!

When i wrote to Himanshu of LifeMojo asking him for a few recent updates @ their end for this post, he offered this to all reader of my blog:

One time FREE Diet consultation for Diabetes Diet Plan on LifeMojo. Exclusive for the readers of madhouse musings!

Here is what you need to do:

Call +91 9008 999 189 and mention the coupon code NH14
and you can avail a one time free consultation for this

So, here’s to good health & a diabetes controlled world!

Note: LifeMojo is MVP Batch 2 portfolio & I hold a small percentage of shares 0f this company.


Taglines: Dead & Redundant Or Relevant?

Taglines traditionally are defined as a part of the brand building exercise that sums up the mission, intent and image of the business. When I studied brand, logo elements and the importance of the “tagline” in theory, as a student, I was fascinated about the fact that if the tagline copy was written intelligently – it can work wonders. I admired “Just do It” and still do! I did use some of the do’s and don’ts while designing logos and creating brand identity documents in my career.


When I was creating the logo element for  Madhouse, my first startup, I religiously spent sometime figuring out what the tagline should be. I dint even think of my logo without a tagline. The belief was that, we should be able to use the tagline without the company /brand name eventually to create the same recall and recognition in users minds. Inspired by the Nike Swoosh!

As time went by, I noticed that most new generation internet companies were emerging without the tagline! What mattered the most was the brand name or the name of the business and not so much the tagline. I remember the likes of ebay, amazon, yahoo, google, apple, rediff, indiatimes, etc. not having a tagline. And as we move on, many more established companies are dropping their taglines.


I guess, the way things have changed in branding, building companies, communicating the value of the business – brand recall is a great challenge and consuming, now imagine adding a tagline to it and trying to push the whole branding. Its too much to ask!

The reality for today is that Taglines are redundant! They are nothing but noise in the business scheme of things. Having said that, I think for statrups / new companies having a tagline is a personal choice. Thought, its important to get that darn tagline right – if not it’s a disaster of sorts before your company has started!

To quote relevant examples from my real-life experience: While working


with LifeMojo as part of the MVP business acceleration program in 2008, we discussed at length to have a tag-line and when we launched the site we did have a tag-line too. But soon we realized that the tagline was not adding too much value, if anything, the logo was looking clunky and bad trying to


accommodate the tag-line. And so, we just knocked it out! On the contrary,  the tagline Deskaway is Simplify Teamwork and this for me is the perfect summation of what Deskaway stands for as a business.

And so… Contemplate real hard if you’d like to have a tagline for your company or not. And if you’d still like to have a tagline for your business / startup here’s some insight that I’ve garnered through some years of experience:

  • Taglines can be of two major kinds:
    • Ones that have a direct reference to the business – company, service or the product, Deskaway’s tagline for example or Kingfisher Airlines’ Fly the Good Times or United’s Fly the friendly skies
    • Ones that reflect the philosophy of the company – Nike, Just Do it! Or Nokia, Connecting People.
  • So when you are contemplating having a tagline for your business. There are few things you may want to think about:
    • What’s the purpose the tagline is going to actually serve? “I’m lovin’ it” has become synonyms with the golden arch and McD’s burgers now. But to achieve this they’ve been at it for years now.
    • The tagline should actually add value to your brand, the business offering and enhance the perceived value of your business.
    • What do you want to say as part of the tagline? Do you want it to reflect your mission? Connecting People; Your business philosophy Always low prices, always or talk about the product offering directly? Utterly Butterly Delicious!
    • A tagline must reflect the feeling / emotions of the customer and not what the people behind the business want customers to perceive.
    • Ensure that the tagline is short enough to fit with your logo unit and to be reprinted anywhere – from a visiting card to a huge sky-drop size hoarding
    • The tagline must be well written to gel with your business ideology and should convey something.
    • The tagline should be simple in language, no buzz or jargon usage
    • A tagline should serve its purpose at least for a few years for the business.
    • A tagline has to be direct to appeal to the larger customer base, so that they can identify it and recall it when required.
    • Intellectual taglines are recipe for disaster
    • A tagline that has no recall is a tagline worth removing
    • A bad tagline is as good as a ruined brand. Better not to have a tagline, than have a bad one

In all, I frankly don’t remember many taglines of companies that are doing well. I remember an one off “Just Do it!” or “I’m lovin’ it!” coz these are the rare gems that have risen out of a lot of crappy taglines by established companies.

So, as a last tip – if you’re not sure what you want the tagline to be, if it hasn’t come naturally to you – then don’t waste your time on thinking up one – its not worth the time spent. Not at all for a startup!


how to write a college paper on leonardo
buy papers online

Xtreme Startups team is excited to announce ‚ÄúStartup Morning‚ÄĚ in Bangalore

Start-up Morning/Evening” events are organized with the support and help from a lot of friends in the startup community. Previous editions of the event have been held Mumbai, Bangalore, Chandigarh and Pune. In all events we were more than houseful on the capacity, participation was intense and interesting discussions took place. Read coverage here.

Recently, these events are organized under the Xtreme Startups banner. Xtreme Startups is a Non-Profit initiative to support /promote entrepreneurship. This edition of Xtreme Startups is supported by NSRCEL – IIMB, Chitkara University , Morpheus Venture Partners (MVP) and

The first Xtreme Startup event was organized in Chandigarh a couple of weeks back, details

Date: 24 May, 2009 (Sunday)

Time: 10:00 am – 01:00 pm

Speakers: Three start-up founders will share their experiences of starting a venture, sustaining it and taking it to the next level.

Phanindra Sama, Founder & CEO

Phanindra is the co-founder and CEO of redBus, India’s largest bus tickets aggregator in just over 2 years of operations! He has a honors from BITS Pilani, and worked with Texas Instruments before he co-founded redBus. redBus was born out of a personal need and a market failure. Today redBus’s distribution spans across 75000+ outlets in the country! More…

Prateek & Nithya Dayal, Founders

Nithya and Prateek Dayal, a husband and wife duo run Muziboo. Prateek, a B.Tech graduate from IIT Guwahati takes care of technology and Nithya, the community. Both the founders believe in bootstrapping and harnessing the online medium to grow an internet business. Muziboo’s success lies in its emphasis on building a “community” for musicians & music lovers, as against being another file sharing platform. Professional & non-professional musicians ranging from free lancers & audio-engineers to enthusiastic hobbyists use the muziboo platform extensively! Prateek blogs at and Nithya at

Himanshu Khurana, Co-founder & CMO

Himanshu Khurana graduated from NSIT Delhi and worked at Trilogy for 3 years. He later went on to experience the startup world at ngpay(JiGrahak). After 2 years, he founded iStrait with two of his friends, Namit Nangia and Varun Gupta.  LifeMojo provides easy access to preventive health care experts and necessary tracking tools. It also has a platform that helps preventive  health care providers to run and scale-up their existing operations. Launched in November of 2009, they are adding users at a fast pace. Himanshu blogs at Lifemojo is a MVP portfolio

Audience: Start-up founders / entrepreneurs


  • Event will be attended by 30-40¬†start-up founders / entrepreneurs
  • The event brings together Startup Founders to share experiences and interact with other start-ups in an informal manner
  • The other guests, like you, will typically be experienced entrepreneur / investor / a person from the start-up ecosystem
  • Participation is “invite only”, concentrated group of Startup Founders and others in the startup ecosystem
  • There is no fee for attending the event
  • Refreshments will be provided at the event

What will you gain from the event?

  • Opportunity to interact with others in the startup ecosystem
  • Share and learn from each others experiences in running businesses
  • Potential to meet a business partner, investor, employee, etc.
  • Opportunity to build a strong startup community

Invite Only: It’s an invite only event. In case would like to attend write to indus AT morpheusventure DOT com OR info AT startupnews DOT in, with your full name and a brief introduction of your startup / venture.

See you on Sunday!