One of the easiest way to create content online is to find information which is not available online and can be posted online without facing any problems. People are looking for information about new products and services, and there is always a demand for honest reviews about the product and services.
Other than Mouthshut there is almost no website which provides updated reviews of products and services in India so there is always an opportunity. Mouthshut claims that it is paying for reviews, however like most indian companies they want a copy of the pan card to be uploaded , which may be easily manipulated by powerful ntro employees