Every startup begins with an idea.
But the best ones begin with the right problem.
India is home to one of the world’s fastest-growing startup ecosystems. Yet, for most founders, the hardest part isn’t building - it’s knowing what to build. Problem discovery remains unstructured, intuitive, and often biased by personal experience, leading to solutions in search of a problem.
Fix My Itch was built to change that.
It was built as an AI-powered system to identify, structure, and evaluate real-world problems at scale—turning unstructured human frustration into structured opportunity
Launched on National Startup Day, the initiative set out to reframe how founders start - by shifting the focus from ideation to validated problem discovery. The objective was simple but fundamental: give founders access to real, large-scale, high-intent problems worth solving.
We aimed to:
By creating a public, data-backed repository of real-world problems powered with AI, Fix My Itch positioned Razorpay as one that actively shapes what gets built next for India to thrive towards its 2047 vision.
At its core, the initiative sought to answer a critical question for every founder, powered and driven by AI: “What should I build?” vs “What needs to be solved?”
Fix My Itch was designed as both a product and a movement - built to surface, structure, and scale the problems India wants solved.
We started by sourcing problems from where they naturally exist: people. Using a combination of AI-powered scraping across platforms like X and Reddit, a widely distributed Typeform, and on-ground conversations across cities like Delhi, Bangalore, and Mumbai, we collected over 50,000 raw inputs from across the country.
AI was at the core of this product's development. It didn’t just collect problems - it made sense of them at scale:
These inputs were then filtered, validated, and distilled into 15,000+ structured problem statements—each representing a real, lived friction.
But discovery alone wasn’t enough. Founders don’t just need problems—they need clarity.
So we built a system to help evaluate problems the right way:
This transformed an overwhelming dataset into a decision-making tool for founders—helping them move from vague ideas to validated opportunities.
To drive adoption and understanding, we created a case study film that reframed the startup journey itself - highlighting how great companies don’t start with ideas, but with sharp, undeniable problems. The film acted as both an entry point and a narrative anchor, bringing the philosophy of Fix My Itch to life.
Importantly, this initiative was an act for the founder ecosystem, aligned with India’s 2047 vision of becoming a thriving innovation economy. Built on an AI-native scraping engine, Fix My Itch continues to evolve - constantly sourcing, updating, and structuring real-world problem statements into a living repository.
It brought product, content, and community together seamlessly:
By doing so, Fix My Itch didn’t just guide founders on what to build—it gave them a place to begin, turning India’s everyday frictions into tomorrow’s opportunities.
Fix My Itch successfully shifted problem discovery from an abstract challenge to a tangible, accessible starting point for founders.
The scale and depth of engagement validated the core premise: that AI-led structuring of unstructured problems can meaningfully improve how founders approach problem discovery.
The platform saw strong early adoption:
Engagement extended beyond the product into the ecosystem:
More importantly, Fix My Itch sparked organic participation across the startup ecosystem:
Search behavior also reflected intent, with breakout interest in problem-led queries - indicating that the initiative didn’t just attract attention, but shifted how founders think about starting up.
Fix My Itch became more than a campaign.
It became a starting point for builders - demonstrating how AI can transform problem discovery from instinct into a structured, data-backed process.
