But, ultimately, the genius of these scams, which have hit many parts of the country, is that they play on the fundamental element of trust, says C.B Yadav, president and spokesperson of the All Investors Safety Organisation. “The main problem we faced while trying to get the affected investors together is that the investors themselves are commissioned agents. So, getting them to realize the fraudulent ways of their company has been difficult. Working on a multi-level marketing system, agents earn big incentives for luring in more people into the network. In western Rajasthan, wherever these chit fund societies have thrived, there is less connectivity, the villages are scattered, and the agents are known, trustworthy people in the villagers."