It is perhaps idealistic to think of changing the world while doing something you love. But it's not impossible. In the late '90s, British expat Matthew Spacie, the then chief operating officer of Cox and Kings, wanted to understand how he could engage with a non-profit. He started talking to various charities and found it difficult to have his skill sets and passions fit into what they expected of him. Having played rugby at Bombay Gymkhana and observed street children watching the game with interest, Spacie started informally coaching them. This eventually led to the formation of Magic Bus in 1999, an NGO that equips children in the age group of 12 to 18 to grow up and move out of poverty. But it also proves to be the genesis of his latest venture called Socialstar.

"Over the years the window for access and opportunity for ordinary Indians to engage [with the underprivileged] hasn't changed... While we live in a polarised society where there is no discourse, there is still this intrinsic desire to help," he says, when we meet him at his office in Khar. In contrast to the traditional model of volunteering which carries a sacrificial element to it, Socialstar is a lot like buying a gym membership, or any subscription of your liking — your interest is crucial to the concept.