Sama.com, an online dispute resolution platform, started with street plays to raise awareness and has now secured investment on Shark Tank. Founded to ease the burden on the Indian judiciary.
BENGALURU: Recently, Sama, an innovative online dispute resolution (ODR) platform, secured a substantial investment deal on the renowned business reality TV show Shark Tank India.
READ ALSO: Shaadi.com Founder Anupam Mittal Slams Google’s Actions: ‘This #Lagaan Must Be Stopped!’
Founded by Pranjal Sinha, Vikram Kumar, and Akshetha Ashok, Sama originated from a deep-seated concern over the burdened state of the Indian judiciary. Sinha, a graduate of West Bengal National University of Juridical Sciences, recollects how this concern spurred their exploration into online avenues for providing dispute resolution services.
Initially conceptualized as Justice, a prototype developed by Sinha and Kumar, the venture encountered numerous hurdles.
“For the first 2-3 years, there were no cases as such. The only case we got was filed by my brother. We realized that people are not coming to the platform. I think the answer was that people don’t know awareness. People think mediation is meditation,” reflects Sinha.
READ ALSO: Delhi High Court Upholds Tribunal Decisions: Affirms High Courts’ Writ Jurisdiction
Indeed, statistics reveal a significant lack of awareness and adoption of Alternative Dispute Resolution (ADR), with 54% of the population in India having never tried ADR, let alone ODR.
Ashok, Sinha’s college mate, joined the team. Together, they employed creative methods such as street plays and pamphlet distributions to educate the public about the benefits of online dispute resolution. However, their efforts were met with resistance from local legal practitioners who feared losing clients to virtual dispute resolution platforms.
Sinha reflects, “During the initial 2-3 years, there were minimal cases, with the sole one being filed by my brother. It became evident that people were not gravitating towards our platform. The underlying issue seemed to stem from a lack of awareness. Many perceived mediation as akin to meditation.”
Sinha directs, “As a volunteer distributed pamphlets nearby, we encountered around 8-10 cheque bounce cases. Our primary aim was to be resourceful in raising awareness about mediation.”
Sinha emphasizes that while the ODR market appeared promising, its growth was gradual and organic. The turning point came when they relocated to Bangalore and began earnestly developing their ODR platform in 2019.
Contrary to the perception that ADR or ODR is only suitable for low-stake matters, Sinha argues for its effectiveness in high-stake disputes as well.
He highlights that numerous top international corporations incorporate multi-tier ADR clauses in their agreements, showcasing the model’s versatility and efficacy.
Sama’s motto, “Suljhao Magar Pyaar Se” (Resolve but amicably), shows its commitment to amicable dispute resolution. Recently, the platform collaborated with the Madhya Pradesh Police on a project facilitating counseling for disputes before registering an FIR.
The Shark Tank experience provided validation for Sinha and his team, boosting their confidence. Post-episode airing, they received overwhelming positive feedback, indicating a growing acceptance of their platform.
READ ALSO: Delhi High Court Scrutinizes ‘PM Modi Selfie Points’
Sinha expresses intentions to pursue a hybrid approach following Sama’s investment offer.
“In cases of significant stakes, such as those between builders and buyers, we envision a model where 50% of the process occurs online, while the actual hearings take place offline. We believe this could offer a more effective solution for high-stakes disputes. The investment presents an opportunity to enhance the overall delivery experience of dispute resolution, emphasizing customer-centric service with transparent fees, fixed timelines, and minimized uncertainty,” he elaborates.
