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India Knowledge@Wharton Mar 22 - Apr 04 MyndGenie: Taking Mental Fitness to the Masses MyndGenie, a Bangalore-based start-up, is offering phone-based coaching for mental fitness. Its objective is to make the techniques of behavioral sciences simple, accessible and affordable enough to be offered as a consumer service. But, in a country where any coaching to do with the mind has an element of stigma attached to it and is viewed with suspicion, can MyndGenie weave its magic? Experts tell India Knowledge@Wharton that MyndGenie's biggest challenge is in articulating its value proposition and breaking through this mindset.