Of the more than 5,000 pages that the site promises to deliver, not a single page will be static. This is because the site will work on a search engine concept, where all the information will be stored on a SQL 7.0 server and based on the requirements keyed in by each user, a specific customised page will be created, says S Shivakumar, chief technology officer, IndusMedia.

ICICI, has already invested Rs 5.8 crore in the company to pick up 20 per cent in the company, which has been valued at Rs 29 crore. The company, which plans to set up offices in Mumbai and Bangalore, shortly, will also explore the possibility to setting up additional offices in Delhi and Calcutta. "The low cost of ownership, will make it possible for us to garner returns on investments", says Shivkumar. According to him the Rs 1.8 crore development cost is 10 per cent of the money invested by other companies in setting up similar portals. The company has a three-point revenue model.

This includes on-line ads, e-commerce or referral fee, which the site will charge from its strategic brick and mortar partners, and revenue generated from providing tailor-made content based services, for corporates and individuals, said Venakatesh. The company plans to start content based services within 90 days on the launch of the portical. Jayahey has a 50-50 split revenue model, focussing equally on the premium NRI aswell as domestic markets. Indusmedia Inc, USA will handle the US and European operations. The company also plans to replicate its business model in China, and the groundwork for the same has already started, said Venkatesh.

According to Shivakumar, building transactive content site requires a ground up approach. A robust and scalable information architecture is needed. And Jayahey, with its Russian Doll approach (of a doll inside a doll) provides that and a 360 degree fulfillment of user needs, he added.