Current practices to treat FI is through absorbent pads in the form of diapers, which is the most widely used solution to manage FI. This however leads to dermatitis and denudation (skin breakdown) of the perianal skin. The latest solution which is indwelling catheters causes anal sphincter complications and are indicated for liquid stool only. Both of these available solutions are ineffective leading to increased nursing time, length of stay, chances of bedsores and pressure ulcers. Consure's device addresses these problems in a cost-effective manner. This solution can be used by untrained peronnel and is comparable to the cost of adult diapers. The devise has a slick insertion mechanism, that allows care providers to deploy the device on patients in a hygienic manner.

Mr Nishith further elaborates the benefits by saying "our product was developed keeping in mind the resource constraints of India. We forced ourselves to think of creative solutions that do not require a doctor, nurse or any imaging or examination. It turned out that our simple product designed for a resource constraint environment has a huge potential to alleviate healthcare costs in developed markets."

In August 2012, Consure Medical managed to secure series A funding from Indian Angel Network and India Innovation Fund which they plan to utilize for product development and to execute clinical and regulatory strategy. Prior to this Series A finance, the company developed the product using grants from Stanford-India Biodesign program, Department of Biotechnology and a corporate division of Johnson and Johnson. "Their contribution and foresight enabled us reach the escape velocity and raise Series A finding. Besides equity finance, we have also won some prestigious grants that will help us achieve a higher milestone.

Talking about the drawbacks that the company has suffered till now, Mr Nishith says, "Medical device development involves significant clinical, regulatory and business risk. Device companies also require a long gestation period. Fortunately we have investors, board members and advisors that are actively involved with the company. There are no major obstacles faced yet. We are executing and growing at a break neck speed, while fully realizing that odds of success are stacked against us." The company is also on the lookout for talented professionals to join their "exciting start-up"

Mr Nishith believes that his product is a classic example of what Jeff Immelt calls "reverse innovation or trickle up innovation". He concludes, we are building a new standard of care for the management of fecal incontinence. If we are successful a lot of patients and family members will directly benefit from our solution. That will be worth all the struggles. Hopefully we will live another day to tackle the other 299 unmet clinical needs that need to addressed for the citizens of India."