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Times of India
A quirky idea strikes a spirited but now unemployed salesman and he makes the most of it.
If you are one of those people who contribute regularly towards NGOs hoping to make a difference to the society, this film will make you think again. At some point in time, all of us have been skeptical about donating money thinking it won't reach those that it is intended for. But then most of us leave it at that, refusing to go deeper to find out the truth. Dhinchak Enterprise makes things simpler to understand.
No, it doesn't discourage you from contributing to the society at all but it does ask you to verify the credentials of people collecting money from you; something that the protagonist Vishal (Pradhan) realises quite late. Vishal is a charmer and a sweet-talker; qualities that make him succeed greatly in his job as a salesman of fat-reducing pills. He is the pride of the company and envy of his colleagues, except the over-enthusiastic Jignesh (Lawyer). Everything seems to be going well in Vishal's life and he even finds love in Meera (Naik). But life has other plans for him and he is sacked after failing to make it on time for an important meeting. Not one to back down, Vishal comes up with the idea of starting a company that hires marketing executives to promote NGOs. The company does staggering business before another blow strikes Vishal.
At its heart, the film takes on a topic that hasn't been handled before but it suffers due to unnecessary additions to the plot. For example, there was no need of putting in the college sequence just to establish a former rivalry between the lead pair. Also, why the director chose to tell the story through the pages of a writer's new script is not understandable. Without the additions, more focus could've been on the actual issue.
Bhushan Pradhan's talent is on display as he transforms from the charming salesman to the workaholic boss to the victim of fraud and he is fantastic throughout the film. Manava and Khurshed don't have much to do and the latter's animated conversations liberally laced with 'dhinchak' get irritating after a while.
All the action unfolds in the second half with most of the first half being spent on vague sub-plots. But for all its worth, Dhinchak Enterprise has a different story to tell and that works in its favour.