The Anatomy of a Small-Town Scam: How Glib Talk and Social Media Reels Fueled a Multi-Crore Fraud in Uttar Pradesh
In the bustling markets of Muzaffarnagar, a tale of deception unfolded, weaving together glib talk, social media allure, and shattered small-town dreams. This is the story of Senemi Consulting Pvt Ltd, a company that promised quick monthly payouts and flashy incentives, only to drain the life savings of nearly 50,000 people across western Uttar Pradesh and Uttarakhand before its dramatic collapse.
From PowerPoint Presentations to Packed Halls: The Rise of a Fraudster
The mastermind behind this elaborate scheme was 30-year-old Amit Kumar Gautam, a B.Com graduate from Khedki village in Purkazi, Muzaffarnagar. Born to a labourer, Gautam's ambition led him to establish Senemi Consulting in 2022, alongside his wife Vandana Joshi. His method was sophisticated: delivering persuasive PowerPoint presentations in packed halls, dressed in sharp suits, with bouncers standing guard. In Hindi, he assured audiences of immediate monthly returns and easy refunds, claiming to have generated Rs 270 crore in 27 months.
Gautam leveraged his prior experience as a distributor for a health and wellness company to build a multi-level marketing chain. Under the brand "Senemi Mart," the company sold beauty products like soaps and shampoos, providing a retail cover for the investment scheme. Each investment required purchasing these goods—for example, Rs 1 lakh necessitated buying products worth Rs 5,000. To entice investors, Gautam promised incentives such as bikes for Rs 10 lakh investments, cars for Rs 30 lakh, and even flats for Rs 60 lakh.
The Alluring Mix: Social Media, Apps, and Local Referrals
This was not just another chit-fund story. Senemi's success hinged on a compelling blend of multi-level marketing spiel, a dedicated shopping mart, a user-friendly app for tracking accounts, and rampant social media drama. Gautam posted reels on Instagram and Facebook, projecting an image of influence and success. He held seminars in Muzaffarnagar and Haridwar, traveling with bodyguards to enhance his credibility.
The company's app allowed investors to monitor their returns, building initial trust as payments flowed for a few months. However, this facade crumbled when returns stopped, and Gautam and his associates fled, leaving a trail of financial ruin.
Victims' Tales: Shattered Dreams and Financial Ruin
Among the victims was Farhad Alam, a 38-year-old toy shop owner in Muzaffarnagar, who invested Rs 1 lakh in December 2024 after being captivated by Gautam's videos. He received returns for three months before payments ceased, shattering his dreams of upgrading his shop and providing a better life for his daughter.
Naveed Khan, a dental lab owner, invested Rs 1.38 lakh, lured by the participation of others in his community. He, too, saw returns for three months before the scheme collapsed, leaving him fearful of retaliation as a main complainant in the case.
Other victims included Mohammad Asif, a garment shop owner who took credit card loans to invest, and Azim Khan, a driver who sold his truck—his sole source of income—to join the scheme. Many, like an anonymous investor, sold family jewellery in pursuit of promised 16% returns, only to receive a few installments before the payments halted.
The Downfall: Arrests, Seizures, and Legal Battles
Following multiple complaints, police cracked down on Senemi in 2025. FIRs were registered in Purkazi, Civil Lines, and Haridwar, leading to the arrest of Gautam and associates Sarfaraz and Shadab on October 7, 2025. Additional arrests included Satish Sharma and Sonu Kumar, while Vandana Joshi remains absconding. Over 10 other suspects are on the run.
During investigations, police seized beauty products and household items worth around Rs 4 crore from Senemi's Haridwar office. Gautam claimed losses from a cryptocurrency crash, but police are verifying this, suspecting much of the money was invested in real estate in western UP and Haridwar.
Bail petitions for the accused were rejected by a Muzaffarnagar court and are under consideration in the Allahabad High Court. Senemi's legal representatives stated the matter is sub judice, emphasizing respect for the judiciary. DSP Ravi Shankar assured that seized properties would be sold to return victims' hard-earned money if required.
A Cautionary Tale of Greed and Deception
This scam highlights how the promise of a better life can lure ordinary people into elaborately staged rackets. With an estimated Rs 123 crore raised over three years, Senemi's collapse serves as a stark reminder of the dangers of multi-level marketing schemes fueled by social media hype and persuasive local networks. As victims grapple with financial loss, the case underscores the need for vigilance in an era where dreams can be easily exploited by those skilled in selling false hope.
