Rippl Launches in Mumbai to Tackle Rising Trust Deficit in Digital Recommendations

 

Mumbai: In an era where digital decisions are increasingly shaped by online ratings and influencer opinions, concerns around authenticity are reaching a tipping point. At The Rippl Effect summit held in Mumbai, industry leaders came together to address what many now see as the internet’s biggest challenge — a growing crisis of trust.

The summit, chaired by Malini Agarwal, brought together prominent voices including Nandini Bhalla, Viraj Sheth, and Saransh Goila. Representing diverse sectors such as media, the creator economy, and culture, the panelists explored how review manipulation, paid endorsements, and algorithm-driven visibility are distorting online trust.

Experts at the event highlighted a striking reality — nearly half of all online reviews today are either fake or manipulated. Despite this, they continue to significantly influence consumer behavior, from purchasing decisions to content consumption. The consensus was clear: the internet no longer suffers from a discovery problem, but a credibility gap.

It was against this backdrop that Rippl, a new social recommendation platform, was officially launched. Founded by Shikhar Vaidya and Smriti Dubey, the app aims to redefine how users discover and trust recommendations online.

Built on the core idea that “people trust people, not platforms,” Rippl enables users to discover, save, and share recommendations from individuals they personally know or choose to follow. Unlike traditional platforms driven by algorithms or paid promotions, Rippl emphasizes authenticity by ensuring that every recommendation is rooted in genuine user experience rather than commercial incentives.

Speaking at the launch, Vaidya said, “The internet does not have a discovery problem. It has a trust problem. Too much of what we see today is shaped by incentives, not intent. Rippl is about changing that.” Dubey added that the platform is designed to create a more intentional and credible digital ecosystem where users can rely on recommendations that are both meaningful and useful.

The platform has entered the market with strong backing from investors including Silicon Road VC, Jaipuria Family Office, GKK Capital, and MeitY Startup Hub, along with a network of angel investors. This support underscores growing confidence in trust-led social commerce models.

Beyond the app launch, The Rippl Effect summit positioned recommendation culture as a significant shift in the digital landscape — one that moves away from algorithm-led discovery towards human-led, trust-based decision-making.

As misinformation and paid influence continue to blur the lines of credibility online, platforms like Rippl are betting on a simple yet powerful premise: restoring trust by putting real people back at the center of digital discovery.