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For example, we met a young man who described his profession as a "dreadlock designer", who told us he saved up for the deposit on his first hair salon with M-Pesa mobile money payments because "cash burns my pocket".
Cash burns.
Investors are already questioning high cash burns and valuations of India's top e-commerce companies.
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It's a cash Burning Man.
The company was not making money yet and had a high cash burn rate, he said.
With the company now on the cusp of losing money, the concern is thus cash burn.
The company said that the cash burn would decline in the months ahead.
"They cannot continue at the same cash burn rate, unless they slow down the implementation of their business plan".
Next year, he added, "is going to be challenging from an operating standpoint, and their cash burn will not be inconsequential".
This ad strategy led to its quest to scale as quickly as possible, given its cash burn.
At their current rates of cash burn, both firms will run out of money before the end of 2009, according to Rod Lache, an analyst at Deutsche Bank.
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