Some Indian startups are letting their imagination run amok with job titles. The finance head at online wallet company such as MobiWik is called chief number cruncher while the company product manager is called chief idea man. The human resources head is the chief happiness officer and the information technology head is designated Dr Fixit. As per the CEO of Leadership Capital Consulting, these creative yet obscure designations help companies make regular jobs sound interesting and club multiple roles into one position. Startups are all about chaos and people do multiple roles in these companies. So a chief technology officer does not only work on the company technology vision but also writes codes and does testing. Hence a traditional designation may not convey these multiple jobs clubbed into one. Making job titles sound cool also helps companies attract talent. There is a growing trend in startups to let a new recruit select a title of his or her liking that he or she can use. Bipin Preet Singh, founder and CEO of MobiKwik says that they give everyone a formal designation when they join that allows employees picking quirky new age titles. On June 11 Ecommerce Company Flipkart said it has created a new role that is entrepreneur in residence and hired information technology industry experienced person Ravi Garikipati for the job. Typically it is a temporary and informal position given to an entrepreneur who is in the process of starting a new company. Cofounder of MadRat Rajat Dhariwal states his designationl as founder & head rat. The company also has some nerd rats and geek rats in its technology teams. Although these designations have landed the Bengaluru based company to trouble at times while making regulatory filings. It is not exactly an exercise for the sake of amusement. The practice breaks the typical monotony and hierarchy as told by Dhariwal. For him this has more to do with creating a culture of equality. There are certain creative job titles that have become popular among several startups even though most people have no clue what they mean. And these titles might mean different things in different companies. For example Raju Vegesna has served as an evangelist for Zoho that is the makers of online suites of office softwere. But basically, he heads the company mobile app division. On the other hand, Shagufta Anurag is the chief design evangelist at Livspace an Ecommerce startup in the home design and decor space. Her job is to create the looks for the interiors and decor of houses for the company. These titles have a lot to do with sugar coating and forever sounds interesting but creates lots of confusing situation where designation of two personnel clashes.