Wishberg from the Mumbai-based Tyche’d Web Services, is a social discovery platform, which aims to allow users to share product and purchase intents, and discover reviews and experiences based on them.

Launched in public beta, the company was previously known as Tyche’d and had launched an alpha version in July 2012, before rebranding to the current avatar.

Offerings: Wishberg allows users to build wishlists and share their experiences on any specific product. It also intends to allow users discover relevant reviews and experiences from their social circle on products in their wishlists as well as discover other users who have a similar purchase intent in their location.

What’s interesting here is that the company claims to provide a personalized experience to users based on their location. It also claims to have product listings from various categories like Travel, Cars, Bikes, Gadgets, Electronics and Real Estate and local information from over 200 cities, across 12 countries including India, Canada, Australia, Indonesia, Malaysia, United Kingdom and United Stated among others. It also plans to add countries like Hong Kong, Ireland and Israel in the coming week.

Homepage: The homepage currently features a list of random products in a Pinterest-like design with buttons contextual to that item. For instance, a place like Sri Lanka will have buttons like “Been There” and “Wanna Go”, while a car like Audi Q3 will feature buttons like ‘Driven It and ‘Wanna Drive’ and a gadget like Microsoft Surface will have buttons like ‘Have This’ and ‘Wanna Own’ and so on.

Users can login with their Facebook account credentials or by filling up a registration form with their name and email address, following which they can provide their preferred user name and location details like City, State, and Country among others.

After registration, the user is taken to his respective profile, which includes an activity stream that provides a news feed of all activities like wishes, likes, reviews, comments and follow notifications from the people one follows. The site also allows one to filter this news feed to list any specific action mentioned above. Interestingly, there is also a hint of gaming mechanism involved on the portal with users being able to steal wishes from their friends.

Building  a Wishlist: One can head over to the “Wanna Do This’ section on their profiles to start adding their wishes. When we checked, we noticed that one can add wishes by choosing a specific category on the ‘Add Wish’ navigation bar, following which the site displays a list of products or places and users can add them to their wish list or write a review for that specific product. We also noticed that each category offers various sub-categories to users to narrow down the products. For instance, cars will offer various sub-categories like Hatchback, Sedan, Luxury, and Sports Utility Vehicle (SUV) among others while Gadgets will offer Tablets, Mobile Phones, Laptops, Camera, eBook Readers, Music Players and Gaming devices among others.

We believe that this approach might work for building wishlists since this essentially depends on product discovery, but we felt the approach to be a bit cumbersome for showing off products we already own or places we have already been to.

No Search Box: We feel that the site should add a search box to allow users search for their preferred product and add them to their profile, since the we believe that the first instinct of any user is usually to show off what he or she already has to his social circle, following which he will look out for newer products or experiences.

Product matches: One interesting thing worth noting is a feature called ‘Matches’ which allows one to view other users from their social circles who have added any specific product from their wishlist. For instance, if one has added a wish to visit Australia, he can also see friends from his social circle who have added Australia to their wishlist.

We believe, this feature can turn out to be an interesting revenue channel for the company if they are able to bridge the gap between the brands and consumers and allow brands to offer a special deal or discount for this specific group. However, it is yet to be seen if the company will be able to gain traction and scale effectively for brands to take them seriously.

Low On Reviews: We also noticed that site is currently low on reviews, since it is currently depending on users to generate them. In fact, we were hard pressed to find a review while writing this article. We believe that the company could possibly aggregate reviews published by reputed media outlets with each product, to overcome the lack of initial reviews and possibly gain the initial trust, similar to what GDGT does for its product pages.

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