Whatfix header final

whatfix receiving the award from Hanwha S&C CEO Kim Yong Wook

In front of a packed crowd at the SongEun ArtSpace in Seoul’s trendy Gangnam district, India’s whatfix bested 11 other startups from around the region to claim the US$300,000 cheque as the winner of startup demo competition DreamPlus Day 2014.

DreamPlus Alliance, a group composed of 10 accelerators and incubators from all across the region, was formed by Korean conglomerate and organiser of the event — Hanwha Group — to “strengthen the Asian startup ecosystem”. These accelerators and incubators include Fatfish from Singapore, GSF from India and Innospace from China. Each alliance member brings one of the startups from its programme to compete in the startup competition on the last day of the event. This year’s winner whatfix belongs to India’s GSF.

whatfix, a barely six-month-old startup based out of Bangalore, India, has created the whatfix.com platform, an online space where product teams collaborate to create interactive guides for any website or web-based application. Users log on to the service and in a short amount of time are able to crank out guides on a variety of topics. Some of the top trending how-to’s on the site include ‘Who can access my Google account’ and ‘How to download subscribed DigitalOffice pro powerpoint templates’.

What sets whatfix apart from its competitors is the interactivity of the service and its slideshow like nature that the creators call flow.

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The idea for whatfix, according to the Founders, both ex-Huawei employees, Khadim Batti and Vara Kumar, was born from their first product, an SEO optimiser called SearchEnabler. They found that when they packaged their suggestions as guides, the site visibility of their clients improved and therefore a product based around the creation of guides was created. The service currently boasts over a thousand guides for all sorts of sites.

With the prize money, the duo said, their first priority would be to hire the right kind of staff in fields like marketing and product distribution. They are also looking into marketing the service heavily in East Asia, especially after their win in Korea and the funding from the Hanwha Group.


Winning DreamPlus Day gives whatfix access to Hanwha’s considerable networks as well as support for Korean localisation on the platform.

The jubilant Co-founder of GSF, Rajesh Sawhney, told e27, “I am very proud of them and I know that they have great things in store for them.”