PWC

A recent survey by consultancy PwC shows some 42% of urban consumers in India's big cities think like Sathe, especially preferring quick delivery for their urgent needs.

The bank suggested Keith take on a non-executive director from business consultants PwC.

However, unbeknown to Keith, PwC was advising Lloyds to sell the business, even though it still belonged to Keith.

In August 2008, a partner at PwC emailed Lloyds saying: "looks like an accelerated sale with a big success fee/warrant for the bank to reflect the equity risk you are taking".

Keith didn't want to sell the business or let Lloyds take a stake, but by December the bank called in its loans and Keith's business collapsed, with PwC paid to oversee the breakup.