All in all it was a wrong strategy rather than scam
You mean to say it was a poor strategy to be a successful scam? There is no doubt that its a scam, but its neither ingenious (very old formula) and poorly thought out and executed. Personally, I would say that the most major flaw in his scam strategy was that he went too greedy and priced the phone too low.
FYI, this was not their first product. Apparently they had another product for which they maintained a separate website and has a separate escrow account and there are indications that they didn't deliver and created fake delivery receipts to collect the money from the escrow accounts. I think this was their testing ground before they went all out.
The scam is supposed to work like this. Announce a product at a very low price point and get people worked up over it but without falling under the radar of authorities. Take a lot of orders and even deliver to a few. Then just get to the money from escrow account using fake invoices and be done. Each transaction would be too small for the customers to go though a lot of trouble to recover. There is nothing new about this..
For this case, as Adcom confirmed, Ringing Bells purchased a few units of the phone from them @ 3600/- per unit, which they physically modified to show case it as their own product. They setup a separate website for the product and registered for separate escrow accounts and took orders. They apparently got orders worth lac's very quickly.
Unfortunately for them, what they didn't count on was the level of media hype that this gathered. The extent of interest and hype was governed by the price point. Had they announced it at 1.5k, he would have much less customers, but there would be less media coverage too and they could have pulled of the scam successfully. But as I said, he got too greedy and priced it too low and got too much undesired attention.
The returning of the booking amount was not their idea either. When the inquires were running and it came out that they created separate accounts with different payment operators and that there were irregularities and that they might have been collecting money using fake invoices, the payment operator themselves were forced to credit back the amount collected one after another.
To be honest none of this is even required to tell that it is a scam. There is no doubt that his idea for the scam was driven by the flash sales on e-com sites. He really intended to take 50 Lac orders if that were a possibility (non unlikely either). To really deliver that even at the lowest cost, he would need 1250+ crores (just in phone manufacturing costs) and he would only get back only about 150 crores through the selling price and he is supposed to get back 1100 crore from his "other services".
Show me a person who would invest 1250 crores in an obscure company that is going to lose 1100 crores with hopes of gaining it and more though "other services" which he could not even describe. If such an investor really exists, show him to me and I would persuade him to lend me money for starting a business to sell snake oil and donkey eggs.